The effect of negative online customer reviews on brand equity and purchase intention of consumer electronics in South Africa
| Autor: | bradley wickham, Justin Beneke, Simona de Sousa, Marcelle Mbuyu |
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| Rok vydání: | 2015 |
| Předmět: |
Marketing
Economics and Econometrics business.industry Brand awareness media_common.quotation_subject Source credibility 05 social sciences Customer reviews Product involvement Advertising Brand management 0502 economics and business 050211 marketing Quality (business) Business Brand equity Product (category theory) Business and International Management 050203 business & management media_common |
| Zdroj: | The International Review of Retail, Distribution and Consumer Research. 26:171-201 |
| ISSN: | 1466-4402 0959-3969 |
| DOI: | 10.1080/09593969.2015.1068828 |
| Popis: | This study investigated the effect that negative online customer reviews have on brand equity and purchase intention. This research examined the influence of negative electronic word of mouth (eWOM) on brand equity, as influenced by customer review quality, product involvement and source credibility. A 3 (high quality review versus low quality review versus no review) × 2 (high product involvement versus low product involvement) factorial experiment with 236 respondents was conducted. The results revealed that the presence of negative eWOM has a significant detrimental effect on brand equity and purchase intention. Furthermore, the effect of negative online customer reviews is more detrimental to the brand equity of a high involvement product than a low involvement product. The results also revealed that high quality reviews are more influential than low quality reviews with respect to brand equity, and the difference between the levels of eWOM source credibility has no significant effect on brand equity. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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