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

전중옥|Sunmee Baeck
한국마케팅과학회 (Korean Scholars of Marketing Science)|2016.01|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제26권 제1호|pp. 89-108|DOI http://dx.doi.org/10.1080/21639159.2015.1116781

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키워드

co-brandValence of word-of-mouth (WOM)WOM-driving brand characteristicsconsumers’ attitudesassociation fits口碑效价联合品牌口碑驱动性品牌特征消费者态度关联匹配
주제분류경영학

초록

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 signifi cantly higher than that with cobrand 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 cobrand 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.

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 signifi cantly higher than that with cobrand 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 cobrand 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.

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