What does the brand say? Effects of brand feedback to negative eWOM on brand trust and purchase intentions

By Manu Bhandari, Shelly Rodgers. Electronic Word of Mouth as a Promotional Technique, 2018

161 citations recorded by the source corpus.

ABSTRACT This study examined the effects of brand feedback to negative electronic word of mouth (eWOM) on consumers’ brand trust and purchase intentions, and examined the moderating effect of problem attribution described in the negative eWOM message. Results from a 2 (Brand Feedback: Present/Absent) × 2 (Causal Attribution: Brand/Reviewer) × 2 (Products: Laptop/TV) between-subjects online experiment suggest that brand feedback had a simultaneous positive and negative effect on purchase intentions, whereby brand trust mediated the positive effect. Attribution of the product's problem did not significantly change this effect. Findings help to clarify the literature by describing mechanisms through which brand feedback occurs to influence brand outcomes.

Subfields: Marketing, Sociology and Political Science, Human-Computer Interaction

View Paper: https://www.semanticscholar.org/paper/d0eff0621494e39ff22706dffec3d96b02eb4db3

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Citations in the corpus

Brand Trust and Brand Loyalty: A Moderation and Mediation Perspective (2019, background): “The strategic and theoretical relevance of relationship marketing has been well seeded in the extant literature [1,2,3,4,5,6].”
MODEL PERCEIVED RISK AND TRUST: E-WOM AND PURCHASE INTENTION (THE ROLE OF TRUST MEDIATING IN ONLINE SHOPPING IN SHOPEE INDONESIA) (2021, background): “(Bhandari & Rodgers, 2018) also found a positive influence between eWOM and buy interest mediated by the trust.”