The relationship between brand experience and word-of-mouth in the TV-series sector: The moderating effect of culture and gender

2021 ◽  
pp. 1-22
Author(s):  
Álvaro J. Rojas-Lamorena ◽  
Juan Miguel Alcántara-Pilar ◽  
María Eugenia Rodríguez-López
Keyword(s):  
Word Of Mouth ◽  
Moderating Effect ◽  
Brand Experience ◽  
And Gender ◽  
The Relationship

The Moderating Effect of the Status of Using a Product on the Relationship Between Brand Experience and Word of Mouth Recommendations

2021 ◽  
Vol 9 (2) ◽  
pp. 41-59
Author(s):  
Ngatno Ngatno ◽  
Endang P Apriatni
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Strong Relationship ◽  
Moderating Effect ◽  
Equation Modeling ◽  
Brand Experience ◽  
User Group ◽  
The Status ◽  
The Relationship ◽  
Brand Satisfaction

The purpose of this study was to examine the moderating effect of the status of using the product on the relationship between brand experience, satisfaction, loyalty and brand recommendation. Structural equation modeling (SEM) with multi groups was used for data analysis. The results of this study indicate that there is a strong relationship between brand experience, satisfaction, loyalty and brand recommendation. The effect of brand experience and brand satisfaction on WOM recommendations was higher in the new user group than in the established user group. While the effect of brand loyalty on WOM recommendations was higher for established users than for new users. The effect of brand experience on brand satisfaction was greater for established users than for new users. While the effect of brand experience on brand loyalty was greater in the new-user group, it was not significant. Finally, the effect of brand satisfaction on brand loyalty was greater for established users than for new users.

Analyzing the Effect of Perceived Risk and Information Diagnosticity on Word-of-Mouth and Viral Marketing

2020 ◽  
Vol 16 (4) ◽  
pp. 65-81
Author(s):  
Jose Pius Nedumkallel ◽  
Deepak Babu ◽  
Michelle Francis
Keyword(s):  
Brand Loyalty ◽  
Perceived Risk ◽  
Word Of Mouth ◽  
Online Reviews ◽  
Moderating Effect ◽  
Viral Marketing ◽  
Marketing Activities ◽  
Negative Perceptions ◽  
The Impact ◽  
The Relationship

This study investigates the moderating effect of perceived risk and information diagnosticity on the relationship between brand loyalty and word-of-mouth (WOM) as well as viral marketing activities (VMA) in e-retailer websites. Although extant research in marketing suggests that brand loyalty leads to positive WOM, this study examines the moderating effect of the consumer's perceived risk on this relationship in the context of e-retailer websites where customers repeatedly encounter new and uncertain situations every time they visit the e-retailer. This study also examines the moderating effect of information diagnosticity on the interaction relationship stated earlier. Findings reveal that risk perception negatively moderates the impact of brand loyalty on WOM and VMA and information diagnosticity of online reviews can help reduce the negative perceptions caused by risk factors.

scholarly journals The relationship between satisfaction, trust and repurchase intention: examining the moderating role of word of mouth

2020 ◽  
Vol 7 (2) ◽  
Author(s):  
Ho Trong Nghia ◽  
Bui Thi Thanh ◽  
Diep Quoc Bao
Keyword(s):  
Structural Equation ◽  
Word Of Mouth ◽  
Moderating Effect ◽  
Equation Modeling ◽  
Repurchase Intention ◽  
Modeling Data ◽  
Dissonance Theory ◽  
The Impact ◽  
The Relationship ◽  
Moderating Role

Underlying by Cognitive Dissonance Theory, this study aims to examine the moderating effect of word of mouth (WOM) on the relationship between consumers’ satisfaction and trust. The research also emphasizes on figuring out the differences in moderating effects of WOM between online and conventional shopping context. In addition, the impact of trust on repurchase intention is also investigated. Applying Structural Equation Modeling, data collected from 296 online consumers and 169 conventional shoppers have been analyzed to figure out the associations among these concepts in both shopping context. The results indicate that word of mouth significantly plays a moderating role in the relationship between satisfaction and trust. In addition, it is obviously evidenced that the moderating effect of WOM varies due to different shopping contexts and the interactions of satisfaction, trust and repurchase intention are also different. The findings provide a better understanding regarding consumer behavior in different shopping environments. Consequently, practical implications for marketers and theoretical implications for scholars are discussed.

Peer phubbing and selfie liking: The roles of attention seeking and gender

2021 ◽  
Vol 49 (7) ◽  
pp. 1-13
Author(s):  
Lujie Hao ◽  
Dan Liu ◽  
Jie Yin ◽  
Bingkun Lin ◽  
Xiaosan Zhang ◽  
...  
Keyword(s):  
Gender Differences ◽  
University Students ◽  
Indirect Effect ◽  
Online Survey ◽  
Moderating Effect ◽  
Mediating Effect ◽  
And Gender ◽  
The Relationship

We explored the relationship between being phubbed by one's peers and selfie liking, and examined the mediating effect of attention seeking and the moderating effect of gender in this relationship. An online survey was conducted with 427 university students. The results reveal that peer phubbing was positively related to attention seeking and selfie liking. Further, attention seeking was positively related to selfie liking, and attention seeking mediated the relationship between peer phubbing and selfie liking. The indirect pathways involved gender differences, with a stronger indirect effect for men compared to that for women. Thus, gender moderated the relationship between peer phubbing and attention seeking, as well as the relationship between attention seeking and selfie liking. These findings illustrate that selfierelated behaviors may function as a buffer for being phubbed. Moreover, phubbed individuals are prone to engage in attentionseeking behavior and frequent selfie liking.

Satisfaction with service recovery: moderating effect of age in word-of-mouth

2015 ◽  
Vol 32 (6) ◽  
pp. 470-484 ◽  
Author(s):  
Beatriz Moliner-Velázquez ◽  
María-Eugenia Ruiz-Molina ◽  
Teresa Fayos-Gardó
Keyword(s):  
Word Of Mouth ◽  
Causal Attributions ◽  
Service Recovery ◽  
Moderating Effect ◽  
Direct Effects ◽  
Content Type ◽  
Multigroup Analysis ◽  
Online Word Of Mouth ◽  
The Relationship ◽  
Effect Of Age

Purpose – The purpose of this paper is, first, to analyze the direct effects of the relationship chain “causal attributions and recovery efforts → satisfaction with service recovery → conventional and online word-of-mouth intentions” and, second, to study the moderating role of age in the relationship between satisfaction and subsequent word-of-mouth. Consumer assessment and behavior associated with service recovery is a topic of considerable interest for both academics and practitioners. Design/methodology/approach – From an empirical perspective, this paper uses a sample of 336 individuals who experienced service failure at a retail store to estimate a structural equation model. Additionally, a multigroup analysis allows testing the existence of a moderating effect of age on the hypothesized relations. Findings – Results allow to confirm the direct effects of causal attributions and recovery efforts on satisfaction with service recovery, and the impact of the latter, in turn, on conventional and online word-of-mouth intentions. Furthermore, the multigroup analysis reveals that age moderates the relationship between satisfaction and online word-of-mouth. Practical implications – In service recovery situations, retailers should concentrate their efforts at providing evidence of the failure as temporary and inevitable as well as offering material or economic compensation. Originality/value – This paper contributes to the identification of the most relevant variables influencing customer satisfaction with service recovery in a retail context. In addition to this, these results provide support to the importance of age on online word-of-mouth behavior.

Does involvement shapes consumers’ response to product failure?

2017 ◽  
Vol 29 (2) ◽  
pp. 283-304 ◽  
Author(s):  
Bahman Hamzelu ◽  
Ali Gohary ◽  
Salar Ghafoori Nia ◽  
Kambiz Heidarzadeh Hanzaee
Keyword(s):  
Design Methodology ◽  
Word Of Mouth ◽  
Negative Word ◽  
Product Failure ◽  
Content Type ◽  
Level Of Involvement ◽  
And Gender ◽  
The Relationship ◽  
Customer Reaction ◽  
Different Levels

Purpose Customer reaction to failure is of essential importance and varies by level of involvement with products and services. Thus, the purpose of this paper is to use the FCB grid to examine effects of involvement and emotion on failure of products and services. It also explores effects of negative word-of-mouth, consumer advocacy, customer voicing and gender on the so-called silent killers. Design/methodology/approach A 2 (male or female)×4 (high and low involvement, feelings, thinking in FCB grid) between-subjects experiment on 311 college students, who have recently experienced product failure, is performed. Findings Results reveal that customers with different levels of involvement react differently to product failure. Furthermore, low-involvement products are more likely to develop silent killers. The results also show that silent killer is more common among men. Originality/value To the best of the authors’ knowledge, no similar study is performed on the relationship between involvement and failure of products or services. In addition, this attempt is the first quantitative study to examine the phenomenon of silent killers in this field.

scholarly journals Importance of Customer Perceived Value in Restaurant Businesses: Influence of Brand Experience on Brand Strength and Electronic Word of Mouth

2021 ◽  
Vol 23 (1) ◽  
Author(s):  
Hafiz Ihsan Ur Rehman ◽  
Urva Zainab Zainab ◽  
Hafiz Kashif Iqbal ◽  
Muhammad Amir
Keyword(s):  
Customer Value ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Perceived Value ◽  
Equation Modeling ◽  
Brand Experience ◽  
Electronic Word Of Mouth ◽  
Brand Strength ◽  
Customer Perceived Value ◽  
The Relationship

The purpose of this paper is to empirically examine the relationship between brand experience, brand strength, and electronic word of mouth along with mediating role of perceived brand value. A total of 308 responses were generated, using an electronic questionnaire. The data was deductively analyzed using reliability, validity, confirmatory factor analysis (CFA), and structural equation modeling (SEM). The results of this study indicate that brand experiences positively influence brand strength and electronic word of mouth. Moreover, the results revealed the partial mediation of customer perceived value in the relationship of brand experience and brand strength and also in the relationship between brand experience and electronic word of mouth. This study explains how restaurants can create electronic word of mouth and increased brand strength through memorable experiences. This study provides insight beyond marketing mix elements, and ad theatrical elements which provide evidence for positive customer value perception increased brand strength, and widely generated word of mouth. The theatrical elements of serving food studied in this research have not been studied before in the context of Pakistani restaurants. Therefore, this study bridges the gap between previous studies.

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