Beyond positive and negative eWOM: the role of trust propensity and individuation in shaping consumers’ perception of brand image

Wang, Pengji, and McCarthy, Breda (2021) Beyond positive and negative eWOM: the role of trust propensity and individuation in shaping consumers’ perception of brand image. International Journal of Hospitality & Administration. (In Press)

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Abstract

This study aims to identify the impact of psychological mechanisms, such as trust propensity and individuation, on response to eWOM by differentiating between volume of positive/negative eWOM and net eWOM valence (e.g., when positive eWOM volume exceeds negative eWOM volume and vice versa). Analysis based on 428 survey responses from Australia and China shows that positive eWOM positively influences brand image, particularly for individuals with a high trust propensity. Surprisingly, negative eWOM does not affect brand image, but negative net valence is influential, particularly for consumers with a high trust propensity and those scoring high on individuation

Item ID: 69696
Item Type: Article (Research - C1)
ISSN: 1525-6499
Keywords: eWOM, hotel sector, brand image, trust propensity, individuation
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Copyright Information: © 2021 Taylor & Francis Group, LLC
Date Deposited: 20 Oct 2021 03:28
FoR Codes: 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350601 Consumer behaviour @ 80%
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3508 Tourism > 350804 Tourism marketing @ 20%
SEO Codes: 28 EXPANDING KNOWLEDGE > 2801 Expanding knowledge > 280106 Expanding knowledge in commerce, management, tourism and services @ 100%
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