The Word of Mouth Dynamic: How Positive (and Negative) WOM Drives Purchase Probability

Vázquez‐Casielles, Rodolfo; Suárez‐Álvarez, Leticia; Río-Lanza, Ana-Belén del

doi:10.2501/jar-53-1-043-060

Cited by 71 publications

(53 citation statements)

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“…For brand equity, we employed three items that were used in He and Li's (2011) research. The measurement for WOM was adapted from Lam et al (2009) andVázquez-Casielles et al (2013). To measure price consciousness, which served as a control variable, we adopted items from Kukar-Kinney et al (2012).…”

Section: Methodsmentioning

confidence: 99%

Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth

2017

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In today's competitive landscape, organizations are progressively searching for valuable practices to create strong consumer-based brand equity. Managers must remain vigilant and receptive to factors that influence brand equity. Accordingly, this paper addresses this issue. Specifically, the paper empirically investigates the mediating roles of three drivers of brand equity in the brand image-consumer-based brand equity relationship and explores the moderating roles of product type and word of mouth (WOM) on the linkages between brand image and brand equity. In order to understand these relationships, a questionnaire survey was administered among brand consumers, yielding a total of 321 responses. Confirmatory factor analysis and Cronbach's alpha were utilized to estimate the validity and reliability of the measures. Structural equation modeling with maximum likelihood estimation was employed to test the hypotheses. The authors find that brand image positively affects brand attachment, brand attitude, and brand awareness. Brand attachment and attitude positively influence consumer-based brand equity. The findings show that brand attachment and brand attitude partially mediate the relationship between brand image and brand equity. Product type and WOM have a significant moderating effect on the relationships among brand image, drivers of brand equity, and brand equity. The authors discuss the limitations of the study and provide future research directions.Keywords Brand image Á Consumer-based brand equity Á Drivers of brand equity Á Word of mouth Á Contingent effects JEL Classification M310

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Section: Methodsmentioning

confidence: 99%

Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth

2017

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“…For example, volume may be a moderator of valence (cf., Kostyra et al 2016). According to the selective attention theory (Treisman 1969), people are not able to process and respond to all the stimuli, because their processing capacity is limited. In order to simplify the processing, individuals rely on heuristic cues and filter out information that is less relevant.…”

Section: Limitations Alternative Explanations Future Research and mentioning

confidence: 99%

Too good to be true: the role of online reviews’ features in probability to buy

Masłowska¹,

Malthouse

Bernritter

2016

International Journal of Advertising

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Online consumer reviews are broadly believed to be a necessary and powerful marketing tool, and as such they have attracted considerable attention from both marketers and academics. However, previous research has not sufficiently focused on the effects of various review features on sales but rather used proxy measures such as consumers' purchase intention or perceived helpfulness of reviews. Hence, the aim of this study was to investigate the effect of review valence and volume on actual sales. We use data from three different e-commerce websites and study light bulbs, women's athletic shoes, natural hair care products, and herbal vitamins. The results show that, contrary to popular belief, more positive ratings do not simply result in higher sales. We find that the effect can be nonlinear, where the probability of purchase increases with rating to about 4.2À4.5 stars, but then decreases. Also, although the majority of extant research suggests that larger numbers of reviews bring more positive outcomes, we show that it is not always the case.

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“…It is now recognised that advertising and word-of-mouth are interrelated and complementary (Graham & Havlena, 2007;Keller & Fay, 2009;Vázquez-Casielles, Suárez-Álvarez, & Del Río-Lanza, 2013). The finding that boomer mavens hold more favourable attitudes towards advertising than their non-maven counterparts (H9) is a novel one.…”

Section: Discussionmentioning

confidence: 76%

The baby boomer market maven in the United Kingdom: an experienced diffuser of marketplace information

Sudbury-Riley

2016

Journal of Marketing Management

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This study identifies and profiles market mavens among the baby boomer generation in the United Kingdom. Boomers are an important market segment, yet most advertising targets younger audiences, making word-of-mouth communications crucial among this older cohort. Findings suggest boomer mavens place great importance on 'respect' values, are particularly concerned with fashion and compared with non-mavens are more likely to try new brands, watch more television, hold positive attitudes towards advertising and seek out bargains. The study is useful to those businesses wishing to target a mature consumer who people perceive as a good source of marketplace information and who likes introducing new brands to others. ARTICLE HISTORY

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The Word of Mouth Dynamic: How Positive (and Negative) WOM Drives Purchase Probability

Cited by 71 publications

References 0 publications

Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth

Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth

Too good to be true: the role of online reviews’ features in probability to buy

The baby boomer market maven in the United Kingdom: an experienced diffuser of marketplace information

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