Brand equity dilution through negative online word-of-mouth communication

Silke Bambauer-Sachse and Sabrina Mangold

Journal of Retailing and Consumer Services, 2011, vol. 18, issue 1, 38-45

Abstract: In this paper, we examine effects of negative online product reviews, a specific type of word-of-mouth communication, on consumer-based brand equity in terms of brand equity dilution. The results of our empirical study provide support for the assumed detrimental effect of negative online product reviews on consumer-based brand equity.

Keywords: Online word-of-mouth communication; Product reviews; Consumer-based brand equity (dilution) (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (50)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:18:y:2011:i:1:p:38-45

DOI: 10.1016/j.jretconser.2010.09.003

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