scholarly journals The Effects on Re-purchase Intention and Positive Word of Mouth Intention of Post Purchase to Positive Thinking of Consumer

2010 ◽  
Vol 28 (3) ◽  
pp. 129-139
Author(s):  
임충혁 ◽  
Hwanho Ha ◽  
이영일
Keyword(s):  
Purchase Intention ◽  
Word Of Mouth ◽  
Positive Thinking ◽  
Positive Word ◽  
Post Purchase ◽  
Positive Word Of Mouth

O efeito do Brand Equity na intenção de compra do consumidor: o papel moderador do boca-a-boca positivo e negativo

Revista Foco ◽  
2020 ◽  
Vol 13 (1) ◽  
pp. 107
Author(s):  
Allan Vinícius Sakiyama ◽  
Ana Maria Campos Manoel ◽  
Ana Paula Merenda Richarde ◽  
Juliano Domingues Silva
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Online Survey ◽  
Word Of Mouth ◽  
Negative Word ◽  
High Tech ◽  
Quantitative Methodology ◽  
Positive Word ◽  
Electronic Products ◽  
Positive Word Of Mouth

Este estudo investigou o brand equity, entendido como “valor de marca” e sua influência na intenção de compra do consumidor. Ademais, este estudo também se propôs a analisar o efeito moderador do boca-a-boca (positivo e negativo) na relação entre o brand equity e a intenção de compra do consumidor, mais especificamente, na compra de produtos eletrônicos de alta tecnologia. O estudo empregou metodologia quantitativa e para testar as hipóteses propostas, realizou-se um survey online com 115 consumidores que adquiriram produtos eletrônicos. Os resultados dessa pesquisa apontam que a percepção de alto valor do brand equity da marca aumenta a intenção de compra do produto eletrônico quando o cliente recebe boca-a-boca positivo, mas não diminui a intenção de compra quando recebe boca-a-boca negativo. Portanto, implicações práticas aos gestores de marketing sugerem que o brand equity é uma estratégia fundamental para combater o boca-a-boca negativo, bem como potencializar o boca-a-boca positivo e assim ampliar as vendas. This study investigated brand equity, understood as "brand value" and its influence on the consumer's purchase intention. In addition, this study also proposed to analyze the moderating effect of word-of-mouth (positive and negative) on the relationship between brand equity and consumer intention to purchase, more specifically, in the purchase of high-tech electronic products. The study used a quantitative methodology and to test the proposed hypotheses, an online survey was conducted with 115 consumers who purchased electronic products. The results of this survey indicate that the perception of high brand equity value increases the purchase intention of the electronic product when the customer receives positive word-of-mouth and does not decrease when the customer receives negative word-of-mouth. Therefore, practical implications for marketing managers suggest that brand equity is a fundamental strategy to combat negative word-of-mouth, as well as to enhance positive word-of-mouth and thus increase sales.

When Sharing Isn’t Caring: The Influence of Seeking The Best on Sharing Favorable Word of Mouth about Unsatisfactory Purchases

2020 ◽  
Author(s):  
Nicholas J Olson ◽  
Rohini Ahluwalia
Keyword(s):  
Word Of Mouth ◽  
Past Research ◽  
Positive Word ◽  
Prior Work ◽  
Relative Comparisons ◽  
Post Purchase ◽  
Positive Word Of Mouth ◽  
Relative Standing

Abstract Past research generally finds that if consumers share word of mouth about past purchases with others, the valence of the information tends to be congruent with actual perceptions. Thus, a negative purchase experience should elicit negative (vs. positive) word of mouth. We examine how a goal of attaining the best possible outcome, or maximizing, may alter this tendency. Drawing on prior work demonstrating that consumers may view their own personal failures more favorably through relative comparisons with others faring similarly or worse, we show that maximizing increases consumers’ propensity to share favorable word of mouth about unsatisfactory purchases, in an effort to encourage others to make the same poor choices, as they seek to enhance the perceived relative standing of and post-purchase feelings toward their own unsatisfying outcomes. We further show that consumers particularly exhibit this behavior when sharing with psychologically close (vs. distant) others, as comparisons with close others are especially relevant to relative standing. Finally, we consider the downstream consequences of such behavior, finding that when consumers successfully persuade close others to make the same bad decisions, they feel better about their own outcomes, but are also burdened with feelings of guilt that erode their overall wellbeing.

scholarly journals How to Improve the Effect of Live Streaming? From the Perspective of Content Type

2021 ◽  
pp. 87-111
Author(s):  
Wen-Chin Tsao ◽  
Pei-Ching Liao ◽  
Hao-Fan Chumg
Keyword(s):  
Purchase Intention ◽  
Success Factors ◽  
Word Of Mouth ◽  
Positive Impact ◽  
Rapid Development ◽  
Live Streaming ◽  
Positive Word ◽  
Content Type ◽  
Online Social Media ◽  
Positive Word Of Mouth

Abstract With the rapid development of online social media, live streaming has become a global trend and a new direction for strategic marketing in all walks of life. Therefore, this study mainly discusses how to improve audience’s attitude toward watching live streaming, and promotes purchase intention and positive word-ofmouth based on the four success factors of live streaming. The results show that: 1) among the four success factors, only playfulness and interactivity can positively and significantly affect attitude toward watching live streaming; 2) the attitude toward watching has positive and significant impact on the followup behavioural intentions (purchase intention and positive word-of-mouth); 3) the results of moderating analysis show that the positive impact of attitude toward watching on the intention of follow-up behaviour is not significantly different according to different types of live content. The findings of this study can provide different strategic views on the operation of live streaming platforms for live streaming hosts or those who use the platforms, by which to improve their business performance. Keywords: Live stream platform, Online celebrities, Playfulness, Interactivity, Positive Word-of-Mouth.

Leveraging the Benefits of Fan Page

2014 ◽  
Vol 10 (3) ◽  
pp. 17-45
Author(s):  
Chetna Kudeshia ◽  
Pallab Sikdar ◽  
Arun Mittal
Keyword(s):  
Structural Equation Modeling ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Equation Modeling ◽  
Small Scale ◽  
Positive Word ◽  
Wide Range ◽  
Marketing Activities ◽  
Positive Word Of Mouth

The popularity of Facebook has attracted attention from the small scale business in India and inspired a wide range of marketing activities aimed at utilizing this new platform i.e. brand fan page of Facebook. While using Facebook individuals like number of brands appearing on their news feed. The motivation for liking brands may be diverse for distinctive individuals. But whether liking a brand on fan page truly represents some emotional connection with the brand or not is still unexplored. This study aims to fill this gap by determining whether liking a brand on Facebook results into brand love or is it just a fad. Further, the paper attempts to find whether there exists a relationship between brand “liked” on the fan page and purchase intention, and if this in turn leads to positive word of mouth. A survey of Facebook users who engage with the brand of small scale companies by “liking” it was undertaken as part of the study. The five small scale companies were selected on the basis of their popularity on Facebook. Structural equation modeling was applied using the data collected from 311 survey respondents to arrive at relevant outcomes.

Chinese brand–individual values congruity and willingness of consumers from other countries to use positive word of mouth

2020 ◽  
Vol 48 (8) ◽  
pp. 1-14
Author(s):  
Xi Chen ◽  
Qing Fang ◽  
Zhenyuan Wang
Keyword(s):  
Word Of Mouth ◽  
Brand Commitment ◽  
Positive Word ◽  
Individual Values ◽  
Mediating Role ◽  
Perceived Values ◽  
Word Of Mouth Communication ◽  
Positive Word Of Mouth ◽  
The Impact ◽  
The Relationship

Congruity of brand and individual values is the degree of fit or similarity between consumers' personal values and the perceived values of a certain brand. In this study, we took Huawei as the test brand and investigated 525 consumers in 30 countries to examine whether congruity of brand and individual values influences consumer word-of-mouth communication in an international context. The results show that (a) brand commitment played a mediating role in the effect of brand–individual values congruity on word of mouth, (b) the consistency of a brand's practices and its values (brand behavior congruity) moderated the relationship between brand–individual values congruity and the consumers' brand commitment, and (c) brand behavior congruity moderated the mediating role of brand commitment in the relationship between values congruity and positive word of mouth. Our findings provide insight into the impact of values congruity for consumers.

scholarly journals Green Talk or Green Walk: Chinese Consumer Positive Word-of-Mouth to Corporate Environmental Actions in Polluting Industries

2021 ◽  
Vol 13 (9) ◽  
pp. 5259
Author(s):  
Jiajia Zhang ◽  
Jin Sun
Keyword(s):  
Public Relations ◽  
Information Disclosure ◽  
Word Of Mouth ◽  
Theoretical Argument ◽  
Positive Word ◽  
Environmental Actions ◽  
Environmental Information Disclosure ◽  
Chinese Consumer ◽  
Social Intuitionist Model ◽  
Positive Word Of Mouth

Although environmental action is regarded as a public relations strategy aiming to manifest a corporate green stance, this not always the case. Many consumers tend to be skeptical of corporate real environmental efforts, especially firms in traditionally dirty industries. However, few studies have focused on this issue. To shed light on such a phenomenon, the present study aims to provide a comprehensive multiple-step multiple-mediator model based on the social intuitionist model and cognitive-affective system theory of personality(CAPS) to examine how corporate environmental actions (substantive vs. symbolic) affect consumer positive word-of-mouth (WOM) and to investigate the cognitive and affective processes of greenwashing perception and other-condemning emotions. Findings from an online Chinese consumer panel of 130 adults indicate that consumers are prone to have more positive WOM for substantive actions compared with symbolic actions; this effect is not only mediated by other-condemning emotions but serially mediated by, firstly, greenwashing perception and, secondly, other-condemning emotions. The current study is conducive to explaining the link between corporate environmental actions and consumer positive WOM from a theoretical argument and empirical evidence, and thus providing suggestions for advertisers and marketers in green marketing about environmental information disclosure.

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