Brand equity dilution through negative online word-of-mouth communication

Bambauer-Sachse, Silke; Mangold, Sabrina

doi:10.1016/j.jretconser.2010.09.003

Cited by 318 publications

(222 citation statements)

References 58 publications

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“…Even brands that have high consumer-based brand equity are targets for negative WOM and undesirable content from Internet users. Negative content, which may be based on fact or on malicious intent (Ward and Ostrom 2006), is a potential threat that may reflect on the consumer's overall perception of brands (Bambauer-Sachse and Mangold 2011). Dissatisfied consumers may use social networking sites to review products and make public complaints to the company (Sen and Lerman 2007).…”

Section: Discussionmentioning

confidence: 99%

“…This popularity of the implementation of social media communication among companies can be explained by the viral dissemination of information via the Internet (Li and Bernoff 2011) and the greater capacity for reaching the general public compared with traditional media (Keller 2009). Additionally, Internet users are turning away from traditional media and are increasingly using social media channels to search for information and opinions regarding brands and products (Mangold and Faulds 2009;Bambauer-Sachse and Mangold 2011). Consumers require instant access, on demand, to information at their own convenience (Mangold and Faulds 2009) .…”

Section: Firm-created Social Media Communicationmentioning

confidence: 99%

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The effect of social media communication on consumer perceptions of brands

Schivinski

Dąbrowski

2014

Journal of Marketing Communications

600

400

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Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated social media communication on brand equity, brand attitude and purchase intention by using a standardized online survey throughout Poland. To test the conceptual model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing and mobile network operators. When analyzing the data, we applied the structural equation modeling technique to both investigate the interplay of firm-created and user-generated social media communication and examine industry-specific differences. The results of the empirical studies showed that usergenerated social media communication had a positive influence on both brand equity and brand attitude, whereas firm-created social media communication affected only brand attitude. Both brand equity and brand attitude were shown to have a positive influence on purchase intention. In addition, we assessed measurement invariance using a multi-group structural modeling equation. The findings revealed that the proposed measurement model was invariant across the researched industries. However, structural path differences were detected across the models.

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Section: Discussionmentioning

confidence: 99%

Section: Firm-created Social Media Communicationmentioning

confidence: 99%

The effect of social media communication on consumer perceptions of brands

Schivinski

Dąbrowski

2014

Journal of Marketing Communications

600

400

View full text Add to dashboard Cite

show abstract

“…Author noticed that Kotler`s (2008) brand equity definition is similar to Keller's definition, but Kotler uses wording "positive differential effect" not just a "differential effect". It is an interesting matter to conducting brand equity, from the customer basis (Bambauer-Sachse & Mangold, 2011). Customer-based brand equity, relative to financial approach, is more practical approach, focuses on customers` mindset (e.g., awareness and perceived quality), as Kim, et al (2008), or emphasizes customer perceptions, as Netemeyer, et al (2004) referred.…”

Section: The Approaches To Conduct Brand Equitymentioning

confidence: 99%

Distribution Intensity, Advertising, Monetary Promotion, and Customer-Based Brand Equity: An Applied study in Egypt

Ebeid¹

2014

IJMS

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Brand equity is so essential issue to be considered by manufacturers and retailers as well, that is to manage the brand rationally. The aim of the current research is to support managers in terms of determining the expected influence of marketing activities on the brand equity, which implies for the relative fund each activity deserves. The study investigated the potential effects of brand equity drivers (i.e., distribution intensity, advertising, monetary promotion) on the dimensions of customer-based brand equity. In addition, the research investigates the inter-relationships among the dimensions of brand equity. The study was built on data derived from 497 respondents. The results indicate that the proposed model reflects perfect fit to the data. The most of the hypothesized influences were significant and took the expected directions. The results would lead to suggest that brand awareness is the starting point to constitute the customer-based brand equity. Discussion and implications are provided.

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“…Measurement. We used six items to assess the online review about company, these items were concluded from previous similar studies (Bambauer -Sachse and Mangold, 2011) [7]. All items were translated into simplified Chinese and measured on a five-point Likert scale ranging from 1(strongly disagree) to 5(strongly agree).…”

Section: Methodsmentioning

confidence: 99%

The Effect of Online Review about Company on Organizational Attraction and Application Intention

Bao¹,

Wang²,

Ding³

2016

Proceedings of the 2016 4th International Conference on Management, Education, Information and Control (MEICI 2016)

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Abstract. Online review from social networks has been an influential resource of information for job seekers to know more about companies they interested. This leads us to suppose that online review about companies may influence organizational attractiveness to job seekers and their initial decisions. To confirm our hypotheses, we conducted a study based on 127 responses to a questionnaire especially designed to examine. The results indicate that online review is positively related to organizational attraction to job candidates and ultimately influencing their application intention. The previous study of factors influencing job seeker's initial decision and organizational attraction focused on the perspective of company, such as company's brand or image, features of organizational website. Little is from the electronic word-of-mouth perspective. This paper is just to fill the vacancy area and make a further validation about the importance of electronic word of mouth for company. Moreover, few suggestions are given to companies and job seekers for reference.

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Brand equity dilution through negative online word-of-mouth communication

Cited by 318 publications

References 58 publications

The effect of social media communication on consumer perceptions of brands

The effect of social media communication on consumer perceptions of brands

Distribution Intensity, Advertising, Monetary Promotion, and Customer-Based Brand Equity: An Applied study in Egypt

The Effect of Online Review about Company on Organizational Attraction and Application Intention

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