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

Wang, Pengji, and McCarthy, Breda (2022) 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: 72161
Item Type: Article (Research - C1)
ISSN: 1525-6499
Keywords: eWOM, hotel sector, brand image, trust propensity, individuation
Copyright Information: © 2021 Taylor & Francis Group, LLC.
Date Deposited: 09 Feb 2022 09:58
FoR Codes: 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350604 Marketing communications @ 100%
SEO Codes: 15 ECONOMIC FRAMEWORK > 1503 Management and productivity > 150303 Marketing @ 100%
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