Style of Thinking as Moderator of Drivers of Consumer Brand Identification: An Abstract

Torres, Saavedra; Dadgar, Omid; Rawal, Monika

doi:10.1007/978-3-319-66023-3_26

Cited by 1 publication

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“…Fourth, following this research stream, future research can also explore if the level of product involvement, the price associated, brand attachment (Saavedra Torres et al , 2020) and brand identification (Saavedra Torres et al , 2018), with the online purchase can reduce or boost the dual impact of promotional rewards.…”

Section: Limitations and Future Researchmentioning

confidence: 99%

The role of individualism, collectivism, and promotional reward type on consumer response to amplified word-of-mouth strategies

Rawal,

Saavedra Torres,

Bagherzadeh

et al. 2024

JCM

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Purpose This study aims to understand the effect of cultural dimension (individualism/ collectivism) on promotional rewards (social or economic) resulting in incentivizing consumers to engage in electronic word-of-mouth (eWOM), further impacting their repurchase intentions. Design/methodology/approach In Study 1, a 2 (culture: individualism vs collectivism) × 2 (promotional rewards: social vs economic) between-subjects design was used. Structural equation modeling was used to test the hypotheses. In Study 2, culture was measured instead of just being manipulated. The authors used regression analysis in this study. Findings Owing to the characteristics of collectivistic individuals, consumers in collectivistic cultures were more likely to respond to social rewards as an incentive to engage in eWOM. However, consumers in individualistic cultures were more motivated to engage in eWOM when economic rewards were offered. Originality/value Despite the global nature of eWOM, little research has explored the effects of cultural traits on consumer response to amplified eWOM strategy. Additionally, though many organizations now offer various promotional incentives to reviewers, little research has explored the effects of promotional offers on a reviewer’s subsequent behavior, and no research has explored the relationship between cultural dimensions and current and future response to promotional eWOM rewards.

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Section: Limitations and Future Researchmentioning

confidence: 99%