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

机译:电子口碑和品牌形象:通过消费者期望的视角探索参与的适度作用

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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.
机译:消费者使用电子口碑(EWOM)信息来形成对品牌的期望。通过适当管理消费者对品牌的期望,管理人员可以减轻品牌形象问题。因此,本研究使用期望的视角来研究消费者对在消费者参与度适度影响下通过接触EWOM形成的品牌形象的看法。使用EWOM在线模拟,从美国和印度以及智能手机和酒店服务类别的1000多个消费者中收集数据。研究结果表明,高消费人群和低消费人群将通过更多的EWOM信息,并在EWOM上花费更多的时间来建立对品牌的期望或构想。高参与度的消费者也形成了更好的品牌形象。基于这些发现,作者建立了一个矩阵,代表了从消费者的角度来看经理可以用来鼓励良好品牌形象形成的策略。

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