The impact of negative word of mouth and rumors on customer-brand relationship through the mediating effect of brand trust: Applied study on Egyptian laboratories

PurposeThe purpose of this study is to investigate the impact of dissatisfaction and anger, driven by the failure of the self-service technology of banks, on customers' post-purchase behavioural reactions, such as complaints, negative word-of-mouth (NWOM) and supplier change. The stability of the failure is proposed to moderate these relationships.Design/methodology/approachThe proposed research model was tested through data collected from an online survey of a Tunisian sample of 300 respondents, using the scenario method.FindingsThe study validates the positive impact of dissatisfaction on anger and negative word-of-mouth, as well as that of anger on complaint behaviour and negative word-of-mouth. The relation between dissatisfaction and negative word-of-mouth is mediated by anger. When the failure is stable, dissatisfied users of the self-service technology seek to enhance their negative word-of-mouth and supplier change. The results also show that the stability of the failure enhances the effect of anger on complaint behaviour.Practical implicationsBanks should invest efforts to accelerate the recovery of services to reduce consumer dissatisfaction and anger and prevent adverse behavioural outcomes. Further, they need to ensure that failures are not repeated, as failure stability activates some otherwise non-significant behavioural outcomes, like supplier change.Originality/valuePrevious works have focused on the impact of dissatisfaction and negative emotions for interpersonal services, but very few works have come to associate dissatisfaction, anger, complaint, negative word-of-mouth and supplier change in an integrative framework for an self-service technology failure.

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Effects of CSR Messages on Apparel Consumers’ Word-of-Mouth: Perceived Corporate Hypocrisy as a Mediator

Clothing and Textiles Research Journal ◽

10.1177/0887302x211055984 ◽

2021 ◽

pp. 0887302X2110559

Author(s):

Gargi Bhaduri ◽

Sojin Jung ◽

Jung E. Ha-Brookshire

Keyword(s):

Experimental Study ◽

Corporate Social Responsibility ◽

Word Of Mouth ◽

Corporate Sustainability ◽

Negative Word ◽

Injunctive Norm ◽

The Difference ◽

Corporate Social ◽

The Impact ◽

The Relationship

This study focused on understanding how (mis)match between a company's corporate social responsibility claims as indicated in their mission and the activities it actually undertakes to meet its CSR goals leads to consumers’ corporate hypocrisy and how consumers’ CSR-CA beliefs moderate the relationship between the two. Using the Moral Responsibility Theory of Corporate Sustainability as a framework, this research analyzed the difference in corporate hypocrisy between consumers with high versus low CSR-CA tradeoff beliefs. In addition, we examined the impact of consumers’ corporate hypocrisy on their negative word-of-mouth intention and how participants’ injunctive norm impacts the relationship between the two. A sample of 538 adult US consumers were recruited for an online experimental study. The study extends the findings of MCRS and also provides implications for apparel businesses.

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The Influence of Social Media Towards Emotions, Brand Relationship Quality, and Word of Mouth (WOM) on Concert’s Attendees in Indonesia

MATEC Web of Conferences ◽

10.1051/matecconf/201815005058 ◽

2018 ◽

Vol 150 ◽

pp. 05058

Author(s):

Yulia Rahmadini ◽

Rizal Edy Halim

Keyword(s):

Social Media ◽

Relationship Quality ◽

Structural Equation ◽

Word Of Mouth ◽

The Internet ◽

Emotional Attachment ◽

Cross Sectional ◽

Brand Relationship ◽

Brand Relationship Quality ◽

The Impact

Social media has been developing significantly from year to year. In Indonesia, 72% of the internet users use the internet to access social media. This indicates that social media are effective brand communication and promotion tools. Music industry is one of the business industries which utilizes social media as communication and promotion tools, especially related to music concerts. The purpose of this study is to identify the impact and relationship of social media towards emotional attachment and brand relationship quality, in which both will be then compare towards word of mouth (WOM) on concert’s attendees. This research uses descriptive design research conducted in one period (cross sectional design). Respondents of this study are 160 persons who attended concerts last year. The five-hypotheses research model in this study is tested using the Structural Equation Modelling (SEM). This research shows that social media interaction may result in emotional attachment. Emotional attachment felt by concert attendees may influence positively and significantly to brand relationship quality and creates word of mouth among the concert attendees.

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The impact of affective and cognitive antecedents on negative word-of-mouth intentions

The International Review of Retail Distribution and Consumer Research ◽

10.1080/09593969.2016.1157512 ◽

2016 ◽

Vol 26 (4) ◽

pp. 418-434 ◽

Cited By ~ 8

Author(s):

Daniela Dalzotto ◽

Kenny Basso ◽

Carlos Costa ◽

Henrique Webber Baseggio

Keyword(s):

Word Of Mouth ◽

Negative Word ◽

The Impact

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Research on the Impact of Food Safety Crisis on Brand Trust: The Mediating Effect of Enterprise Information Transparency

2018 International Conference on Economics, Finance, Business, and Development (ICEFBD 2018) ◽

10.25236/icefbd.18.041 ◽

2018 ◽

Keyword(s):

Food Safety ◽

Mediating Effect ◽

Brand Trust ◽

Enterprise Information ◽

Information Transparency ◽

The Impact

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The Relationship between Word-of-Mouth, Satisfaction, Trust and Loyalty in Herbal Medicine Industry

10.31219/osf.io/n2sz3 ◽

2021 ◽

Author(s):

Peter Kwasi Oppong ◽

Adelaide Gyawu ◽

Clementina Araba Yawson

Keyword(s):

Herbal Medicine ◽

Customer Satisfaction ◽

Brand Loyalty ◽

Word Of Mouth ◽

Brand Management ◽

Systematic Sampling ◽

Brand Trust ◽

The Impact ◽

The Relationship

Favourable word-of-mouth, customer satisfaction and trust are essential elements for strengthening customer brand loyalty to gain a sustainable advantage in a competitive market. However, there is a relative scarcity of research on the impact of word-of-mouth and customer satisfaction on brand loyalty through the mediated role of brand trust in the herbal medicine market. Consequently, this research aimed to assess the impact of word-of-mouth and customer satisfaction on loyalty through the mediating role of trust in the herbal medicine market. A survey questionnaire was utilised to obtain empirical data from a sample of 265 customers through systematic sampling strategy. Covariance-based structural equation modelling was employed to examine the hypotheses formulated to achieve the aim of the study. The research established that positive word-of-mouth, satisfaction, and trust significantly impact loyalty in the herbal medicine market. More importantly, the research indicated that the customers` trust partially mediated the impact of word-of-mouth and customer satisfaction on loyalty in the herbal medicine market. Hence, this research contributes to advancing the extant brand management literature by establishing the intervening role of trust in the relationship between word-of-mouth, satisfaction and loyalty in the herbal medicine market. This research further provides a reference point to encourage the practitioners to develop and track the customers` word-of-mouth, satisfaction and brand trust to enhance loyalty in the industry.

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The Influence Mechanism of Reputation Information on the Formation of Safety Trust in Chinese Infant Milk Powder

Healthcare ◽

10.3390/healthcare8020138 ◽

2020 ◽

Vol 8 (2) ◽

pp. 138

Author(s):

Yanan Cao ◽

Cuixia Li

Keyword(s):

Word Of Mouth ◽

Milk Powder ◽

Negative Word ◽

Positive Word ◽

Relationship Strength ◽

Starting Point ◽

Infant Milk Powder ◽

News Effect ◽

Positive Word Of Mouth ◽

The Impact

Infant milk powder has always been one of the food categories most sensitive to safety reputation information. The safety reputation of Chinese infant milk powder has been seriously damaged due to the occurrence of safety accidents and the resulting consumers’ still-unrestored confidence is an important factor which restricts the dairy industry revitalization. Therefore, this paper analyzes the impact of reputation information on the formation of safety trust in Chinese infant milk powder, taking reputation information transmission as the starting point and consumer psychological perception as the researching perspective. A questionnaire survey was conducted and 685 valid questionnaires were collected. The structural equation model is adopted to verify the theoretical model and corresponding research hypothesis that reputation information affects the safety trust of Chinese infant milk powder. The reputation information transmitted between relatives and friends has a stronger effect on the formation of safety trust in Chinese infant milk powder than the media. The degree of media pursuit of “news effect” and negative word-of-mouth have a significant negative impact on the formation of safety trust in Chinese infant milk powder, while reputation quality, positive word-of-mouth and relationship strength have a significant positive impact on that. The quality of word-of-mouth perceived by consumers from highly involvement group, rational group, urban group and high-educated group has a stronger influence on the formation of safety trust. The degree of media pursuit of “news effect”, positive word-of-mouth, negative word-of-mouth and relationship strength perceived by consumers from low involvement group, emotional group, rural group and low-educated group have stronger influence on the formation of safety trust.

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Breaking Up is Hard to Do: The Ups and Downs of Divorcing Brands

GfK Marketing Intelligence Review ◽

10.2478/gfkmir-2014-0005 ◽

2014 ◽

Vol 6 (1) ◽

pp. 28-33 ◽

Cited By ~ 1

Author(s):

Susan Fournier

Keyword(s):

Word Of Mouth ◽

Negative Word ◽

Brand Relationships ◽

Clear Cut ◽

Best Friend ◽

Brand Relationship ◽

Point Of No Return ◽

Platonic Love ◽

Speed Up ◽

The Relationship

Abstract Relationships with brands are like relationships between people. Even when they were very close, they can fail for diverse reasons. The disadoption of favorite brands doesn't happen overnight. It tends to be an extended, often painful process and not a clear-cut, one-off event. Breakups are not isolated to the person and the brand. Friends and family often get involved and offer their opinions and advice. Other brand relationships are also affected by the disconnection, and this can speed up or delay the process of breaking up. The brand relationship changes its form and can go from being a best friend to a platonic love, a distant friend, a stalker or even an enemy. A breakup is never the end of the relationship. Rather, it redefines the relationship and is part of a never-ending cycle of change. If the former relationship is perceived positively, it is easier to eventually activate and intensify it. If negative aspects prevail, negative word of mouth is a danger and companies must be able to counter it. Some relationships reach a point of no return. But there are also customers who might regret having abandoned a brand. With some sensitivity, it might be possible to win them back.

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