Electronic word-of-mouth and the brand image: Exploring the moderating role of involvement through a consumer expectations lens

Electronic word-of-mouth and the brand image: Exploring the moderating role of involvement... Electronic word-of-mouth (EWOM) information is used by consumers to form expectations of the brand. By properly managing consumers' expectations of a brand, managers can mitigate brand image problems. Thus, this study uses an expectations lens to investigate consumers' perceptions of the brand image formed by exposure to EWOM under the moderating influence of consumer involvement. Data were collected from over 1000 consumers across USA and India, and across smartphone and hotel services categories, using online simulations of EWOM. Findings suggest that high- versus low-involvement consumers will go through more EWOM information and spend more time with EWOM to develop an expectation or idea of the brand. High-involvement consumers also form a better image of the brand. Based on these findings, the authors develop a matrix that represents the possible strategies managers could use to encourage the formation of a good brand image from a consumer's perspective. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Retailing and Consumer Services Elsevier

Electronic word-of-mouth and the brand image: Exploring the moderating role of involvement through a consumer expectations lens

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Publisher
Elsevier
Copyright
Copyright © 2018 Elsevier Ltd
ISSN
0969-6989
D.O.I.
10.1016/j.jretconser.2018.03.010
Publisher site
See Article on Publisher Site

Abstract

Electronic word-of-mouth (EWOM) information is used by consumers to form expectations of the brand. By properly managing consumers' expectations of a brand, managers can mitigate brand image problems. Thus, this study uses an expectations lens to investigate consumers' perceptions of the brand image formed by exposure to EWOM under the moderating influence of consumer involvement. Data were collected from over 1000 consumers across USA and India, and across smartphone and hotel services categories, using online simulations of EWOM. Findings suggest that high- versus low-involvement consumers will go through more EWOM information and spend more time with EWOM to develop an expectation or idea of the brand. High-involvement consumers also form a better image of the brand. Based on these findings, the authors develop a matrix that represents the possible strategies managers could use to encourage the formation of a good brand image from a consumer's perspective.

Journal

Journal of Retailing and Consumer ServicesElsevier

Published: Jul 1, 2018

References

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