A Structural Equation Modeling Approach to Investigate Negative Word of Mouth Impact on Customer-Based Brand Equity: Does Attribution Matter?

Ahmed Y. Ebeid and Hesham F. Gadelrab
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Ahmed Y. Ebeid: Associate professor, Business Administration Department, Faculty of Commerce, Mansoura University, and Head of Business Administration Department, Faculty of Business Administration, Delta University for Science and Technology.
Hesham F. Gadelrab: Associate professor, Educational Psychology Department, Mansoura University, and Psychology Department, Faculty of Social Sciences, Kuwait University.

International Journal of Business and Social Research, 2014, vol. 4, issue 9, 1-13

Abstract: There is a shortage in the research which addresses the relationship between negative word of mouth (WOM) communication and customer-based brand equity dilution. This research utilizes attribution theory to demonstrate the negative word-of-mouth impact on the customer-based brand equity. Structural equation modeling was used to investigate the proposed effect of negative WOM on brand equity. The study sample consists of 71 post-graduate students, the object of negative WOM was laptops which considered a highly involvement product. Experimental investigation results reveal that customer exposure to negative word-of-mouth increases the brand equity dilution. Results were discussed in the light of casual attribution theory, and practical implications were provided.

Keywords: Word-of-Mouth; Attribution Theory; Brand equity; Structural Equation Modeling. (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:mir:mirbus:v:4:y:2014:i:9:p:1-13

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