Effects of (non-)Similar Property Extension of Products on Online Word of Mouth According to Self-construal Level
2
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
This study sought to find out how consumers have Word-of Mouth (WOM) effects on in-group and out-group according to the nature of the extended product. We also looked at how the WOM effect of the in-group and in-group changed according to self-construal. We used t-test for manipulation checking, and hypothesis examination was verified using ANOVA. After the experiment, the participants were informed that the product had failed to expand; they sought the word of mouth of the in-group and out-group once again. As a result, consumers found the results of the word-of-mouth transmission of the in-group and out-groups when they did not know whether the extension of the product failed or not, and the results of the in-group and out-groups failed to expand the product. For self-construal, we used a questionnaire to separate high and low based on the mean value. Theoretical and managerial implications are discussed.
Abstract
This study sought to find out how consumers have Word-of Mouth (WOM) effects on in-group and out-group according to the nature of the extended product. We also looked at how the WOM effect of the in-group and in-group changed according to self-construal. We used t-test for manipulation checking, and hypothesis examination was verified using ANOVA. After the experiment, the participants were informed that the product had failed to expand; they sought the word of mouth of the in-group and out-group once again. As a result, consumers found the results of the word-of-mouth transmission of the in-group and out-groups when they did not know whether the extension of the product failed or not, and the results of the in-group and out-groups failed to expand the product. For self-construal, we used a questionnaire to separate high and low based on the mean value. Theoretical and managerial implications are discussed.
참고문헌 (35)
- Aaker, D. A, "Consumer Evaluations of Brand Extensions", Journal of Marketing, 54(1), pp.27~41 (1990)
- Abelman, R., "What Viewers Watch as They Watch TV : Affiliation Change as Case Study", Journal of Broadcasting and Electronic Media, 43(1), pp.360~380 (1997)
- Abrantes, L., "Drivers of In-group and Out-of-group Electronic Word‐of‐Mouth (eWOM)", European Journal of Marketing, 47(7), pp.1067~1088 (2013)
- Agrawal, N., "The Effect of Self-construal and Commitment on Persuasion", Journal of Consumer Research, 31, pp.841~849 (2005)
- Alon, A., "Uncovering Rhetorical Methods of Word-of-Mouth Talk in An Online Community", Advances in Consumer Research, 33(1), pp.501~502 (2006)
- Alon, A., "Word-of-Mouth and Community Development Stages: Towards an Understanding of the Characteristics and Dynamics of Interpersonal Influences in Internet Communities", Advances in Consumer Research, 29(1), pp.429~430 (2002)
- Bargh, J., "The Internet and Social Life", Annual Review Psychology, 55(1), pp.573~590 (2004)
- Barone, M. J., "The Influence of Positive Mood on Brand Extension Evaluations", Journal of Consumer Research, 26(4), pp.386~401 (2000)
- Bousch, David M., "A Process Tracing Study of Brand Extension Evaluation", Journal of Marketing Research, 28(1), pp.16~28 (1991)
- Boush, D. M., "A Process-Tracing Study for Brand Extension Evaluation", Journal of Marketing Research, 28(1), pp.16~28 (1991)
- Dawar, N., "The Effects of Order and Direction on Multiple Brand Extensions", Journal of Business Research, 30(2), pp.119~129 (1994)
- Dimitriu, R., "Brand Extension Similarity Can Backfire When You Look for Something Specific", European Journal of Marketing, 51(5, pp.6) (2017), 850~868
- Duclos, R., "Prosocial Behavior in Intergroup Relations: How Donor Self-Construal and Recipient Group Membership Shape Generosity", Journal of Consumer Research, 41(1), pp.93~108 (2014)
- Granovetter, M., "The Strength of Weak Ties", American Journal of Sociology, 78(6), pp.1360~1380 (1973)
- Hardin, E. E., "Factor Structure of the Self-Construal Scale: Implications for the Multi-Dimensionality of Self-Construal", Journal of Cross-Cultural Psychology, 35(3), pp.327~345 (2004)
- Jepsen, A., "Information Search in Virtual Communities: Is It Replacing Use of Off-Line Communication?", Journal of Marketing Communications, 12(4), pp.247~261 (2006)
- Jiang, C., "Distinct Eeffects of Self-Construal Priming on Empathic Neural Responses in Chinese and Westerners", Social Neuroscience, 9(2), pp.130~138 (2014)
- Keller, K. L., "The Effects of Sequential Introduction of Brand Extension", Journal of Marketing Research, 29(1), pp.35~50 (1992)
- Loken, B., "Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?", Journal of Marketing, 57(1), pp.71~84 (1993)
- Markus, K., "Culture and the Self: Implications for Cognition, Emotion, and Motivation", Psychological Review, 98, pp.224~253 (1991)
- Matsumoto, D., "Culture and Psychology: People around the World" (2000), Wadsworth
- Melnyk, V., "Are Women More Loyal Customers than Men? Gender Differences in Loyalty to Firms and Individual Service Providers", Journal of Marketing, 73(4), pp.82~96 (2009)
- Milberg, S. J., "Managing Negative Feedback Effects Associated with Brand Extensions: The Impact of Alternative Branding Strategies", Journal of Consumer Psychology, 6(2), pp.119~140 (1997)
- Nisbett, R. E., "Culture and Systems of Thought: Holistic vs Analytical Cognition", Psychological Review, 108(2), pp.291~310 (2001)
- 박설우, "The Effect of Relationship Quality between Senior Customers and Service Providers on Word-of-Mouth in the Service Industry", Global Business and Finance Review, 23(4), pp.36~45 (2018), 사람과세계경영학회[DOI]
- Prajapati, K., "A Study of an Influencing Factor in the Expansion of Brand in the Road Machine Market: An Impassive Study on the Heavy Machinery Production Company (HEPCO)", Research Journal of Humanities and Social Sciences, 10(3), pp.813~821 (2019)
- Rambocas, M., "The Moderating Role of Country of Origin on Brand Equity, Repeat Purchase Intentions, and Word of Mouth in Trinidad and Tobago", Journal of Global Marketing, 31(1), pp.42~55 (2018)
- Roedder-John, D., "The Negative Impact of Extension: Can Flagship Products Be Dilute?", Journal of Marketing, 62(1), pp.19~32 (1998)
- Singelis, T. M., "The Measurement of Independent and Interdependent Self-Construal", Personality and Social Psychology Bulletin, 20(5), pp.580~591 (1994)
- Smith, D. C., "The Effects of Brand Extension on Market Share and Advertising Efficiency", Journal of Marketing Research, 29(3), pp.296~313 (1992)
- Tversky, Amos, "Features of Similarity", Psychological Review, 84(4), pp.327~352 (1977)
- Walsh, G., "Examining the Antecedents and Consequences of Corporate Reputation: A Customer Perspective", British Journal of Management, 20(2), pp.187~203 (2009)
- Wellman, B., "The Development of Social Network Analysis: A Study in the Sociology of Science", Contemporary Sociology, 37(3), pp.221~222 (2008)
- Wojnicki, A., "Word-of-Mouth and Word-of-Web: Talking about Products, Talking about Me", Advances in Consumer Research, 33(1), pp.573~575 (2006)
- Yuen, T. W., "Can Dissimilarity in Product Category Be an Opportunity for Cross-Gender Brand Extension?", Journal of Business Research, 135, pp.348~357 (2021)