Impact of the antecedents of eWOM on CBBE

2018 ◽  
Vol 36 (5) ◽  
pp. 528-542 ◽  
Author(s):  
Charu Sijoria ◽  
Srabanti Mukherjee ◽  
Biplab Datta
Keyword(s):  
Brand Equity ◽  
Design Methodology ◽  
Social Relationship ◽  
Word Of Mouth ◽  
Contemporary Literature ◽  
Subjective Norms ◽  
Information Quantity ◽  
Content Type ◽  
Argument Quality ◽  
The Impact

Purpose The purpose of this paper is to consolidate the antecedents of electronic word of mouth (eWOM). Thereafter, it examines the impact of eWOM and its antecedents on consumer-based brand equity (CBBE). Design/methodology/approach A total of 93 research articles on eWOM and CBBE were critically reviewed using the systematic literature review method. Findings This study has consolidated the antecedents of eWOM from the extant literature. It has identified eight antecedents of eWOM including information or argument quality, loyalty, social relationship, source quality, satisfaction, subjective norms, and information quantity. This study has come out with a conceptual framework, followed by 16 hypotheses addressing the possible relationships between eWOM, its antecedents, and CBBE. Originality/value This study pioneers to examine the impact of the antecedents of eWOM on CBBE through an exhaustive review of contemporary literature. It has also explored the possibility of eWOM acting as a mediator between the antecedents of eWOM and CBBE. Therefore, this study unravels a wide array of directions for researchers to examine the relationships between the constructs mentioned above and CBBE.

Exploring lack of closure as a brand transgression

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jacqueline Burgess ◽  
Christian Jones
Keyword(s):  
Brand Equity ◽  
Thematic Analysis ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Brand Management ◽  
Negative Word ◽  
Television Series ◽  
Content Type ◽  
Brand Transgression ◽  
Practical Implications

Purpose This study aims to contribute to research into narrative brands by investigating if the lack of closure in the ambiguous season two’s ending of the Australian television series, Wanted, constituted a brand transgression. Design/methodology/approach Comments on posts about Wanted from social media accounts associated with the series were downloaded and analysed using thematic analysis informed by non-participatory netnography. Findings Audiences found the ambiguous ending of Wanted season two disappointing and it did not fulfil implied promises and their expectations, which fits the description of a brand transgression, and so they engaged in behaviours indicative of a brand transgression such as spreading negative word of mouth online. The ambiguous ending could have been a cliff-hanger to lead into a third season that was not guaranteed when the final episode aired, or the ending for the entire series. Although a third season was eventually made and positively received by audiences, viewer numbers declined by nearly a third, illustrating the importance of brand management for narrative brands. Practical implications This research has implications for the creators of television series, particularly if they do not know if it will be renewed. Not providing audiences with their expected closure can constitute a brand transgression and damage the narrative brand’s residual brand equity and potential earnings from streaming or a revival at a later date. Originality/value Prior research has focused on audiences’ responses to definitive endings, rather than ambiguous endings, which is the focus of this research. Furthermore, narrative brands are still an under-researched context.

Concurrent sponsorship: implications for sponsoring brands and sponsored property

2018 ◽  
Vol 36 (6) ◽  
pp. 633-645 ◽  
Author(s):  
Anish Yousaf ◽  
Abhishek Mishra ◽  
Anil Gupta
Keyword(s):  
Data Analysis ◽  
Brand Equity ◽  
Design Methodology ◽  
General Linear Model ◽  
Main Experiment ◽  
Image Transfer ◽  
Content Type ◽  
Premier League ◽  
Original Contribution ◽  
The Impact

Purpose The purpose of this paper is to examine the interesting dynamics of image transfer when multiple brands get together to sponsor a property, referred to as concurrent sponsorship, and its effects on the consumer-based brand equity (CBBE) of the sponsor or the sponsored property, in the context of Indian Premier League of cricket. Design/methodology/approach Two pre-tests, for identifying the sponsored property and sponsors, were followed by the main experiment, involving 500 respondents. A general linear model was used for data analysis. Findings The findings reveal that for brands with high CBBE, investment in concurrent sponsorship leads to larger benefits, especially if they have similar associations to the sponsored property. This study also shows that image of the sponsored property is strongly dependent on combined CBBE of the sponsors. Finally, it is found that brands with high (low) CBBE are benefited more in concurrent (solo) sponsorship conditions. Originality/value This paper is an original contribution in this field, with limited works studying the impact of concurrent sponsorship on the brand equity of sponsors or the sponsored property.

The impact of PHTPS on trip quality, trip value, satisfaction and word of mouth

2019 ◽  
Vol 11 (6) ◽  
pp. 1517-1538
Author(s):  
Mohamed Battour ◽  
Muhammad Khalilur Rahman ◽  
Md. Sohel Rana
Keyword(s):  
Design Methodology ◽  
Word Of Mouth ◽  
Partial Least Square ◽  
Theory And Practice ◽  
Least Square ◽  
Tourism Destination ◽  
Content Type ◽  
Four Dimensions ◽  
The Impact

Purpose The study aims to determine the impact of non-Muslim tourists’ perception of halal tourism products and services (PHTPS) on trip quality, trip value, satisfaction and word of mouth (WOM) towards halal tourism destination. Design/methodology/approach A total of 375 non-Muslim tourists were surveyed in Malaysia using partial least square technique. Findings The findings showed that PHTPS has a significant impact on all four dimensions. The strongest relationship was found between PHTPS and trip quality, followed by PHTPS–WOM, PHTPS–satisfaction and PHTPS–trip value. Originality/value This study provides new insights into the theory and practice of non-Muslim tourists’ PHTPS and WOM towards halal tourism destination. The findings are valuable to tourism operators, managers and marketers with the understanding and responsibility to develop halal tourism products and services from non-Muslim tourists’ insights.

Impact of a retailer’s CSR activities on consumers’ loyalty

2019 ◽  
Vol 47 (8) ◽  
pp. 793-816 ◽  
Author(s):  
Didier Louis ◽  
Cindy Lombart ◽  
Fabien Durif
Keyword(s):  
Corporate Social Responsibility ◽  
Brand Equity ◽  
Design Methodology ◽  
Positive Impact ◽  
Content Type ◽  
Multidimensional Construct ◽  
Corporate Social ◽  
The Impact ◽  
The Relationship ◽  
Practical Implications

Purpose The purpose of this paper is to study the impact of the main dimensions of a retailer’s corporate social responsibility (CSR) activities (philanthropic activities, respect for the environment, respect for the consumers and respect for the workers) (e.g. Maignan, 2001; Brunk, 2010a; Öberseder et al., 2014) on consumers’ loyalty towards this retailer. Mediation (through consumers’ trust in this retailer and/or retailer’s perceived brand equity) and moderation effects (depending on the groups of consumers considered) are also studied. Design/methodology/approach This research was conducted on 547 consumers, representative of the Quebec population. These consumers were asked to select a retailer of their choice that they were familiar with (notably with its CSR activities) and to complete a questionnaire with regard to that retailer. Findings This research highlights that: the impact of a retailer’s CSR activities on consumers’ loyalty differs according to the dimensions considered (philanthropic activities, respect for the environment, the consumers and the workers), is fully or partially mediates by consumers’ trust in this retailer and/or retailer’s perceived brand equity and depends on the groups of consumers considered (the very responsible consumers, the local sceptical recyclers and the least responsible consumers). Research limitations/implications This research indicates that when CSR is considered not as an aggregate construct, but in terms of its dimensions, their impacts on consumers’ loyalty towards the retailer may differ or appear under certain conditions. Moreover, this research points out that consumers’ trust in the retailer is a partial mediator (for the philanthropic activities dimension of a retailer’s CSR activities for the very responsible consumers and the local sceptical recyclers) of the relationship between the dimension of a retailer’s CSR activities considered and consumers’ loyalty towards this retailer. Consumers’ trust in the retailer is also a full mediator (for the respect for environment dimension of a retailer’s CSR activities for the very responsible consumers) of the relationship between the dimension of a retailer’s CSR activities considered and consumers’ loyalty towards this retailer. Lastly, retailer’s perceived brand equity is a full mediator (for the respect for environment dimension of a retailer’s CSR activities for the three groups of consumers considered) of the relationship between the dimension of a retailer’s CSR activities considered and consumers’ loyalty towards this retailer. Practical implications This paper indicates to retailers that the dimensions respect for the consumers and the workers of their CSR activities do not have an impact on consumers’ loyalty. By contrast, for a retailer to be perceived by consumers as engaged in philanthropic activities or being environmentally friendly has a positive impact on consumers’ loyalty. Originality/value In this research, CSR is conceptualised as a multidimensional construct and the impacts of its main dimensions (philanthropic activities, respect for the environment, respect for consumers and respect for workers) on an important and strategic variables for retailers, loyalty, are highlighted. Moreover, this research also indicates that the impacts of a retailer’s CRS dimensions on consumers’ loyalty depend on individuals and may follow different paths (through consumers’ trust in the retailer and/or retailer’s perceived brand equity).

scholarly journals Thinking about service encounters boosts talking about them

2019 ◽  
Vol 36 (4) ◽  
pp. 506-515
Author(s):  
Magnus Söderlund ◽  
Jan Mattsson
Keyword(s):  
Critical Incident ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Positive Influence ◽  
Service Encounter ◽  
Service Encounters ◽  
Special Role ◽  
Dominant Position ◽  
Content Type ◽  
The Impact

Purpose This paper aims to examine the impact of thinking about an event as an antecedent to subsequent talk about this event with others (i.e. word-of-mouth). Thinking has been a neglected variable in word-of-mouth research, despite the fact that several conceptual arguments indicate that thinking is likely to enhance talking. Here, the thinking–talking association is examined in the context of service encounters. Design/methodology/approach Data were collected with a critical incident method, and the main variables were measured with questionnaire items. Findings Thinking about a service encounter – after it has been completed – had a positive influence on subsequent talk to others about the encounter. The association was mediated by the memorability of the service encounter and the extent to which what had happened had been subject to rehearsal with the purpose of telling others about it. In addition, with respect to antecedents of consumer thinking, the results indicate that service encounter incongruity had a special role in why the consumer thinks about encounters after they have been completed. Originality/value The findings should be seen in relation to the dominant position of customer satisfaction as an antecedent to word-of-mouth in the existing literature. The present results, however, indicate that satisfaction’s contribution to the variation in talking about the encounter was modest.

No matter what you do, I still love you: an examination of consumer reaction to brand transgressions

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Eric Kennedy ◽  
Francisco Guzmán
Keyword(s):  
Factorial Design ◽  
Brand Equity ◽  
Design Methodology ◽  
Reasoned Action ◽  
Brand Love ◽  
Content Type ◽  
Consumer Responses ◽  
Consumer Reaction ◽  
Level Of Knowledge ◽  
The Impact

Purpose This paper aims to examine the impact that brand transgressions, and the effect of an apology or lack thereof, have on consumers’ intentions to co-create with a brand, perceived brand equity and brand love, and compares these effects on brands that are viewed positively versus brands that are viewed negatively. Design/methodology/approach Two studies were deployed. In the first study, a 2 × 2 between subjects factorial design using fictitious brands is used to test the hypotheses. The second study seeks to replicate the findings of the first study by using a brand connected to a real retailer. Findings Regardless of a brand issuing an apology or not, co-creation, higher perceived brand equity and increased levels of brand love, are more likely to occur when a consumer views a brand as being positive versus negative. However, the results vary when the consumer has a prior level of knowledge and a stronger relationship with a brand. Research limitations/implications This paper focuses on consumers between the ages of 18 and 29 years. While the findings of Study 1 are mostly replicated in Study 2, a more generalizable sample could create additional insights into the impact of brand transgressions and issuing or not an apology. Originality/value The findings of this paper add to the current literature on co-creation, brand equity, brand love and theory of reasoned action, in terms of the impact of an apology, or lack thereof, on brand transgressions and consequent consumer responses.

scholarly journals Brand personality and brand equity: evidence from the sportswear industry

2015 ◽  
Vol 24 (2) ◽  
pp. 124-133 ◽  
Author(s):  
Jin Su ◽  
Xiao Tong
Keyword(s):  
Brand Equity ◽  
Design Methodology ◽  
Brand Personality ◽  
Innovation Activity ◽  
Contributing Factors ◽  
Personality Dimensions ◽  
Content Type ◽  
Four Dimensions ◽  
Consumer Perspective ◽  
The Impact

Purpose – This paper aims to explore the personalities of sportswear brands and their relationship to brand equity using Aaker’s methodology in the context of sportswear brands. Design/methodology/approach – This paper used Aaker’s brand personality framework to empirically investigate the personality of sportswear brands and the impact of brand personality on brand equity based on data collected from 420 college students. Findings – Results revealed that the personality of sportswear brands can be described in seven dimensions and 53 personality traits: competence, attractiveness, sincerity, innovation, activity, excitement and ruggedness. The study identified that four dimensions among all the seven personality dimensions, namely, competence, attractiveness, Sincerity and innovation, are the positive and significant contributing factors to the creation and enhancement of sportswear brand equity. Originality/value – This study makes an important contribution to the understanding of brand personality and brand equity in the context of sportswear brands. It confirmed that consumers do associate particular brand personality dimensions with sportswear brands, and certain dimensions of brand personality have a direct impact on brand equity. The study showed that not all brand personality dimensions have the same influence in increasing the value of a sportswear brand from a consumer perspective, some dimensions being more efficient than others. The findings provide insights as to what dimensions of brand personality would deliver the best result in today’s competitive sportswear market.

scholarly journals Improving SMEs’ competitiveness with the use of Instagram influencer advertising and eWOM

2019 ◽  
Vol 27 (2) ◽  
pp. 308-321 ◽  
Author(s):  
Anastasia Konstantopoulou ◽  
Ioannis Rizomyliotis ◽  
Kleopatra Konstantoulaki ◽  
Raghad Badahdah
Keyword(s):  
Purchase Intention ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Exploratory Research ◽  
Positive Experience ◽  
Access To Finance ◽  
Content Type ◽  
Vision 2030 ◽  
The Impact ◽  
Depth Interviews

PurposeUnder Saudi Vision 2030, there is a forthcoming raise of support to small- or medium-sized enterprises (SMEs) from the current 20 per cent of GDP to 35 per cent; thus, SMEs’ access to finance is becoming easier. At the same time, the cosmetics retail industry is expected to rapidly grow further in the next few years, on account of the already mounting demand and easy availability of cosmetics through online channels. The purpose of this study is to explore the use of beauty Instagram influencers in advertising as a tool to increase competitiveness for SMEs.Design/methodology/approachAn exploratory research design was used and in-depth interviews were conducted to get a better understanding of female Saudi young adults’ perceptions with regards to trust towards Instagram influencers, electronic word of mouth (eWOM) and advertising.FindingsSMEs can benefit greatly from eWOM in their quest for competitiveness. Therefore, when a beauty influencer on Instagram advertises a product to SMEs followers this leads to increased awareness and purchase intention. The findings indicated that the participants are quite sceptical when receiving reviews or promotion from beauty influencers on social media, as they rarely regard them as authentic. Moreover participants seem to trust influential beauty Instagrammers when they had a positive experience with the influencer before. Trust, honesty and authenticity were important factors that increase the impact of eWOM.Originality/valueThis paper offers an in-depth understanding of the use of Instagram advertising and eWOM in a rapidly developing industry and explores these as key communication pathways for modern SMEs in their effort to achieve resilience and competitiveness.

The relationship between marketing mix and retailer-perceived brand equity

IMP Journal ◽  
2018 ◽  
Vol 12 (1) ◽  
pp. 192-208 ◽  
Author(s):  
Wita Efanny ◽  
Jony Haryanto ◽  
Muhammad Kashif ◽  
Hanif Adinugroho Widyanto
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Design Methodology ◽  
Equation Modeling ◽  
Content Type ◽  
Distribution Strategy ◽  
Push And Pull ◽  
The Impact ◽  
The Relationship ◽  
Business To Business

Purpose A huge investment launching the marketing program is made by the manufacturers to establish brand loyalty with retailers and other supply chain partners; however, what is the impact of these efforts on retailer-perceived brand equity (RPBE) is scarcely investigated in a business-to-business (B2B) context. The purpose of this paper is to investigate the impact of Nu Green – a brand of tea as a manufacturer’s marketing efforts on RPBE. Design/methodology/approach Based on the positivist paradigm, the authors followed a survey-based approach to collect data from 125 retailers of Nu Green Tea brand from Indonesia. The collected data were rigorously analyzed by means of structural equation modeling. Findings The results reveal that elements of marketing efforts such as supplier image, distribution strategy, and push and pull promotions have a significant impact on the RPBE of Nu Green. Originality/value This research extends the understanding of retail marketing in a B2B context by investigating the impact of marketing efforts on RPBE.

The impact of formulation change and R&D cooperation types on the eWOM of extension products

2020 ◽  
Vol 122 (9) ◽  
pp. 2851-2866
Author(s):  
Nayeong Kim ◽  
Jihee Hwang ◽  
Dongmin Lee ◽  
Jaeseok Jeong ◽  
Junghoon Moon
Keyword(s):  
Design Methodology ◽  
Word Of Mouth ◽  
Food Product ◽  
Content Type ◽  
Dummy Variables ◽  
Parent Brand ◽  
Formulation Change ◽  
Food Product Development ◽  
The Impact ◽  
Product Extension

PurposeThe purpose of this paper is to investigate the effect of formulation categories (parent brand and extension product) and research and development (R&D) cooperation types on electronic word-of-mouth (eWOM) volume for extension products.Design/methodology/approachThis study uses data from 109 extension products in the Korean dessert market whose formulations were changed between 1 February 2014 and 19 February 2019. The formulation categories and R&D cooperation types are transformed into dummy variables to conduct a linear regression.FindingsThe formulation categories and R&D cooperation types play key roles in proliferating eWOM for formulation change products. The most effective way to proliferate eWOM is through product extension by changing the formulation of ice cream, beverage and snack category products. Furthermore, vertical R&D cooperation positively affects the proliferation of products' eWOM.Originality/valueThese findings contribute to increasing the chance of successful food product development by providing information on the formulation changes that are effective at inducing consumers' interest.

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