The Effect of Online Reviews on Consumer-Based Brand Equity: Case-Study of the Polish Restaurant Sector

Brzozowska-Woś, Magdalena; Schivinski, Bruno

doi:10.7206/cemj.2658-0845.1

Cited by 9 publications

(5 citation statements)

References 100 publications

(130 reference statements)

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“…Consumer-based brand equity can be formed from a wide array of factors. Recent literature has found positive effects of brand -managed factors such as brand experience (Pina and Dias, 2020), customer-based attitudes and behaviors -like customer brand engagement (Algharabat et al, 2020;Machado et al, 2019) -, and even online factors -such as social media marketing communication (Zubair et al, 2020), perceived social media marketing activities (Koay et al, 2020), online reviews (Brzozowska-Woś and Schivinski, 2019), and e-WOM (Sijoria et al, 2019). Only recently has brand love attracted the attention of researchers as an important factor in determining consumer-based brand equity (Cho et al, 2018;Machado et al, 2019;Cho and Hwang, 2020).…”

Section: Brand Love and Brand Equitymentioning

confidence: 99%

The influence of brand experience on brand equity: the mediating role of brand love in a retail fashion brand

Ferreira

Faria

Gabriel

2022

Management &Amp; Marketing. Challenges for the Knowledge Society

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Based on a retail fashion brand, this article investigates how brand experience affects brand equity when it is mediated by brand love. Actual consumers are well-informed, demanding, and prefer brands that can surprise them over time. As such, offering emotional signals, meaning development, and strategic planning are critical to success when it comes to building strong and enduring relationships with customers. Based on 560 responses to a survey conducted in-store, this study tests the influence of brand experience on overall brand equity, through brand love, using a model of structural equations. The findings imply that brand experience dimensions play a different role in eliciting emotional reactions, such as brand love, which helps to reinforce brand equity. Research on the paths to consumer-based brand equity in the retail environment is still scarce. Exploring this pathway using the customer-brand relationship theory and integrating brand experience and brand love has fascinating potential, but it is still unexplored. Finally, another strength of this research is the test of brand experience dimensions (sensory, intellectual, affective, and behavioral), thus offering more operational insights for theory and practice. The results are based on the study of one brand in one specific country, which limits generalizations. Managers should pay special attention to the emotional impulses provided by a brand to its customers. Building on these triggers via experiences strengthens strong emotional reactions like brand love, which contributes to brand equity.

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Section: Brand Love and Brand Equitymentioning

confidence: 99%

The influence of brand experience on brand equity: the mediating role of brand love in a retail fashion brand

Ferreira

Faria

Gabriel

2022

Management &Amp; Marketing. Challenges for the Knowledge Society

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“…Although high-grade hotels embody the symbolic value mainly, their symbolic value only makes sense when their functional value is guaranteed. Therefore, when the brand hotels’ word-of-mouth scores are too low, participants will give priority to the quality information delivered from the word-of-mouth ( Bambauer-Sachse and Mangold, 2011 ; Brzozowska-Woś and Schivinski, 2019 ), then the brand sensitivity reduces, and participants prefer to the non-brand hotels. At this time, the role of word-of-mouth is greater than the brand.…”

Section: Discussionmentioning

confidence: 99%

“…According to search and alignment theory ( Pham and Muthukrishnan, 2002 ), consumers who initially have positive proattitudinal information about the brand and then are faced with negative attitudinal information that challenges the initial impression on brand, tend to revise this impression into the direction of the challenging information ( Lv et al, 2022 ). When there is a conflict between the hotel brand and online word-of-mouth, that is, a brand hotel’s evaluation score is lower than a non-brand hotel, which are in a state of reverse matching, the exposed disadvantage of online word-of-mouth will offset the brand’s advantages, and consumers’ trust on the brand will be reduced due to the lower online word-of-mouth score ( Bambauer-Sachse and Mangold, 2011 ; Brzozowska-Woś and Schivinski, 2019 ) (the online word-of-mouth score here refers to the mean value of customers’ word-of-mouth rating on the hotel booking webpage). Then consumers will less depend on brands when they are making decisions.…”

Section: Literature Reviews and Theoretical Hypothesesmentioning

confidence: 99%

Brand first? The effect of hotel online word-of-mouth on consumer brand sensitivity

Fan

Zhong

et al. 2022

Front. Psychol.

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With the e-commerce development and changing of hotels’ booking channels, the online word-of-mouth, as a new signal of quality, is becoming to attract more attention of consumers. Using the scenario experiment, this study explores the effect of online word-of-mouth on brand sensitivity of consumers during the decision making for hotel booking. The results show that if the information about hotels obtained is limited in the decision-making process, consumers would have a higher sensitivity to the hotel brand. Increasing information about the online word-of-mouth can effectively reduce consumers’ brand sensitivity to hotels. Besides, the moderating effect of the hotel grade on the relationship between the online word-of-mouth and brand sensitivity is affected by the scale of the negative differences of word-of-mouth.

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“…The nature of temporal changes in online information processing emphasizes the evolution of online reviews. Brzozowska-Woš and Schivinski [50] pointed out that the effect of online reviews on consumer behavior evolves. For instance, if a consumer searches for online reviews of a restaurant, the impact of online reviews may become increasingly strong, resulting in the reinforcement of behavioral intentions.…”

Section: Research Hypothesismentioning

confidence: 99%

Do Online Reviews Encourage Customers to Write Online Reviews? A Longitudinal Study

Xia

2022

Sustainability

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This study examines the nature of online reviews to explain changes in satisfaction, trust, and consumer intent to write a review during restaurant revisit stages. Using a data set of two-time lags, the findings show that the impact of online reviews on customer satisfaction, trust, and consumer intent to write a review decreases or dilutes over time. More specifically, the effect of online reviews in T + 1 diminishes as consumers experience a particular restaurant compared to when they initially encountered the review. Our findings also show that the impacts of online reviews on satisfaction and trust gradually decrease over time. However, the relationship between online reviews and trust is only significant in T + 1. Additionally, the effect of trust on customer intent to write a review initially increases (T) and then, gradually drops over time (T + 1). Finally, this study proposes guidelines for improving theoretical and practical insights across consumption experience stages.

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The Effect of Online Reviews on Consumer-Based Brand Equity: Case-Study of the Polish Restaurant Sector

Abstract: English-language editing of that article was financed under Agreement 672/ P-DUN /2019 with funds from the Ministry of Science and Higher Education allocated to the popularization of science.

Cited by 9 publications

References 100 publications

The influence of brand experience on brand equity: the mediating role of brand love in a retail fashion brand

The influence of brand experience on brand equity: the mediating role of brand love in a retail fashion brand

Brand first? The effect of hotel online word-of-mouth on consumer brand sensitivity

Do Online Reviews Encourage Customers to Write Online Reviews? A Longitudinal Study

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