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The moderating effect of brand life on the impact of electronic word-of-mouth valence on brand love

Polinder, H.C. (2016) The moderating effect of brand life on the impact of electronic word-of-mouth valence on brand love.

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Abstract:As new brands emerge while consumers increasingly turn away from traditional marketing efforts by the organization, this paper aims to investigate the effects of valenced electronic word-of-mouth (e-WOM) on feelings of brand love towards emerging versus existing brands. For this purpose a quantitative 2 (emerging vs. existing brands) x 3 (e-WOM valence: positive vs. negative vs. an equal ratio) experimental study is initiated. A total of 402 people have participated, each of them is exposed to one of eighteen different scenarios. Data is collected by an online questionnaire. For both emerging and existing brands the results show that feelings of brand love increase because of positive e-WOM messages. However, they diminish as a result of negative e-WOM. Though, an interaction effect is not significantly supported, the data do show a tendency that emerging brands are more susceptible to valenced e-WOM messages than existing brands. This study provides valuable insight in the effects that valenced e-WOM elicits on feelings of brand love for both emerging and existing brands. This combination of variables contributes to existing literature on e-WOM, brand life and brand love. Though e-WOM communication cannot be directly directed by marketers, the present research reconfirms that organizations should draw attention on the generation of positive e-WOM messages in order to arouse greater feelings of brand love, and prevent negative e-WOM messages in order to avoid diminished feelings of brand love. These effects concern all brands, but a tendency is observed that emerging brands are more susceptible.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/69099
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