Effects of Valence and Extremity of eWOM on Attitude toward the Brand and Website

Lee, Mi-Ra; Rodgers, Shelly; Kim, Mi-Kyoung

doi:10.1080/10641734.2009.10505262

Cited by 191 publications

(128 citation statements)

References 23 publications

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“…Lee et al (2009) state that feedback influences the attitude toward a brand. Compared to the absence of comments, the presence of extremely positive feedback leads to a more favorable attitude toward the brand, while negative comments, extreme or even moderate, negatively influence the attitude toward the brand.…”

Section: The Influence Of Comments On the Attitude Toward The Hotelmentioning

confidence: 99%

eWOM effects on hotel booking intentions, attitudes, trust, and website perceptions

Ladhari

Michaud

2015

International Journal of Hospitality Management

470

354

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Section: The Influence Of Comments On the Attitude Toward The Hotelmentioning

confidence: 99%

eWOM effects on hotel booking intentions, attitudes, trust, and website perceptions

Ladhari

Michaud

2015

International Journal of Hospitality Management

470

354

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“…According to Keaveney (1995), positive WOM is the main source of information for people seeking a new service supplier. The valence of a review is its evaluative direction, which can be positive, neutral, or negative (Fiske, 1980;Lee, Rodgers, & Kim, 2009;Skowronski & Carlston, 1989). A neutral review provides the reader with descriptive information about an object without any evaluative direction .…”

Section: E-wom Valencementioning

confidence: 99%

Evaluating right versus just evaluating online consumer reviews

Koo

2015

Computers in Human Behavior

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“…An extensive literature provides support of the negativity effect on consumer product judgment and brand evaluation (Basuroy et al 2003;Chiou and Cheng 2003;Lee et al 2009;Liu et al 2010). For example, Lee et al (2009) demonstrate that extreme negative electronic word of mouth has a greater impact on attitude toward the brand and attitude toward the website than a more positive review. A bulk of research shows that ethical and unethical actions have an asymmetrical impact on attitudes and behaviors: the negative impact of unethical actions is stronger than the positive impact of ethical ones (Reeder and Brewer 1979).…”

Section: Conceptual Framework and Research Hypothesesmentioning

confidence: 96%

The Detrimental Effect of Cause-Related Marketing Parodies

Sabri

2016

J Bus Ethics

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Cause-related marketing (CrM), defined as a firm's communication activities designed to promote a consumer good or service by including an offer to contribute a specified amount to a designated nonprofit cause, has become a preponderant practice. In tandem with the development of CrM activities, criticism of CrM has increased; critics note that some CrM claims mislead consumers regarding their purchases' donative impact. Critics such as consumers and nonprofit advocates are using ad parodies, noncommercial messages that mimic an actual advertisement. In this context, the study investigates how these ad parodies can result in a detrimental impact on consumers' perceptual and behavioral evaluations of the sponsoring brand. By implementing a tightly controlled experiment comparing actual CrM campaigns and CrM parodies, the author shows that the detrimental effects of CrM parodies on brand attitude and word-of-mouth valence can be explained by greater skepticism toward the firm's sincere and altruistic motivations. In addition, the author shows that a robust asymmetry emerges in which CrM ad parodies damage perceptual and behavioral evaluations of brands more than actual CrM campaigns improve them. The authors replicate the results for two kinds of critics and two types of brands. The results provide useful implications for theory and practice, documenting the backfire effect of poorly designed CrM, which may urge brands to move toward more self-regulation of CrM practices.

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Effects of Valence and Extremity of eWOM on Attitude toward the Brand and Website

Cited by 191 publications

References 23 publications

eWOM effects on hotel booking intentions, attitudes, trust, and website perceptions

eWOM effects on hotel booking intentions, attitudes, trust, and website perceptions

Evaluating right versus just evaluating online consumer reviews

The Detrimental Effect of Cause-Related Marketing Parodies

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