On the relationship between online brand community and brand preference in political market

Banerjee, Saikat

doi:10.1007/s12208-020-00264-1

Cited by 7 publications

(2 citation statements)

References 131 publications

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“…Table 7 highlights the brand attributes that act as mediators. As the table depicts, Brand image has been studied the most as the mediator (Abubakar et al, 2016), followed by brand attitude (Chen et al, 2016), trust (Banerjee, 2021), and love (Amaro et al, 2020). Brand attribute as a moderator has very limited studies.…”

Section: Ado Frameworkmentioning

confidence: 99%

The relationship between electronic word of mouth and brand: A systematic review and future research agenda

Maru,

Sai Vijay

2024

Int J Consumer Studies

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Consumers often rely on electronic word‐of‐mouth (eWOM) interaction as a source of information about brands. It helps them in making decisions about their purchases. This study aimed to assess electronic word of mouth and identifies its relationship with various brand characteristics. 279 research articles examining eWOM and brand relationship were systematically identified and extracted from Scopus‐based and peer‐reviewed literature. A bibliometric analysis was conducted on these articles using bibliometrix‐R and VOSviewer. This review highlighted the most frequently cited and co‐cited articles in the domain and evolution of research in the domain using the SPAR‐4‐SLR methodology. Additionally, based on the Antecedent–Decisions–Outcome (ADO) framework, a comprehensive review was done which highlighted the most‐studied brand attributes as antecedents, decisions, and outcomes in the eWOM literature. This investigation revealed that the brand attitude was studied the most followed by brand image, brand engagement, and so forth. Further, the ADO framework is used to summarize this study's scholarly contributions, practical applications, and future research prospects. Furthermore, brand hate, authenticity, activism, congruence, and personality, co‐creation, and identity were deduced as future trends in this domain.

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Section: Ado Frameworkmentioning

confidence: 99%

The relationship between electronic word of mouth and brand: A systematic review and future research agenda

Maru,

Sai Vijay

2024

Int J Consumer Studies

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“…Voter's trust in the political promises works as the binding force in shaping the relationship between voters and the political party. A higher trust indicates voters' confidence that the party will meet their expectations by fulfilling their wishes (Banerjee, 2021).…”

Section: Direct Effectsmentioning

confidence: 99%

Political brand experience and voting intention: Is there a relation?

Banerjee

2023

Journal of Public Affairs

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The current study reveals that Indian voters' political brand experiences positively influence their engagement and trust in a political party. Voters' addiction to political parties mediates the relationship between their party engagement and voting intentions. Thus, political marketers should increase voters' party brand addiction for proper conversion of party engagement in the ballot box. Although voters' political brand trust directly influences their voting intentions, interestingly, their political brand addictions indirectly influence the relationship between brand trust and voting intentions. The findings advocate that political marketers should ensure positive political party experiences to ensure voters' engagement with the party. Positive party experiences increase voters' trust in the party further. Another critical input for political marketers is the role of political brand addiction, which the study findings corroborate. Political brand addiction develops a set of loyal voters for a party and guarantees those voters' support for the party.

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