The effect of the valence of word-of-mouth on consumers’ attitudes toward co-brands: The moderating roles of brand characteristics

Jung Ok Jeon and Sunmee Baeck

Journal of Global Scholars of Marketing Science, 2016, vol. 26, issue 1, 89-108

Abstract: Although Lovett et al. (2013) demonstrated that brand characteristics simulate word-of-mouth (WOM) as WOM antecedents, there has been relatively little attention to understanding a moderating role of brand characteristics between WOM and consumers’ attitudes toward brands. Understanding the role of brand characteristics in WOM is critical for marketers and marketing scholars to maximize the impact of WOM in branding activities. The current study aims to fill this gap by examining the role of brand characteristics as a moderator between the WOM valence and consumers’ attitudes toward co-brands. The results revealed that with co-brand characteristics highly related to the social and emotional drivers, the favorable effect of positive WOM on consumers’ attitudes was significantly higher than that with co-brand characteristics less related to the social and emotional drivers. On the other hand, with co-brand characteristics less related to the social and emotional drivers, the negative effect of negative WOM on consumer’s attitude was significantly higher than that with co-brand characteristics highly related to the social and emotional drivers. The results indicate that marketers should make efforts to impress consumers by developing and emphasizing new co-brand characteristics associated with the social and emotional drivers.

Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/21639159.2015.1116781 (text/html)
Access to full text is restricted to subscribers.

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: https://EconPapers.repec.org/RePEc:taf:jgsmks:v:26:y:2016:i:1:p:89-108

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/RGAM20

DOI: 10.1080/21639159.2015.1116781

Access Statistics for this article

Journal of Global Scholars of Marketing Science is currently edited by Seong-Yeon Park

More articles in Journal of Global Scholars of Marketing Science from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().