Economics at your fingertips  

The differential impact of brand loyalty on traditional and online word of mouth: The moderating roles of self-brand connection and the desire to help the brand

Jiska Eelen, Peren Özturan and Peeter W.J. Verlegh

International Journal of Research in Marketing, 2017, vol. 34, issue 4, 872-891

Abstract: Marketers increasingly seek to build brand advocacy not only via traditional word of mouth (in-person WOM) but also by engaging their (loyal) customers via online media (eWOM). In a survey and three follow-up experiments, however, we show that brand loyalty is less positively related to spreading eWOM than in-person WOM (Studies 1–3). We find that loyal consumers' willingness to engage in eWOM increases when they are motivated to signal their identity through a brand (i.e., high self-brand connection in Studies 1–3) or to help a brand (Study 4). Our findings support the notion that online communication spreads faster and is less spontaneous and more deliberate than face-to-face communication. In turn, loyal consumers need strong motivation tied to the brand to engage in eWOM.

Keywords: Loyalty; Branding; (Electronic) word of mouth; Self-brand connection; Social media (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations View citations in EconPapers (1) Track citations by RSS feed

Downloads: (external link)
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link:

Access Statistics for this article

International Journal of Research in Marketing is currently edited by Roland Rust

More articles in International Journal of Research in Marketing from Elsevier
Bibliographic data for series maintained by Dana Niculescu ().

Page updated 2018-12-08
Handle: RePEc:eee:ijrema:v:34:y:2017:i:4:p:872-891