Brand equity dilution through negative online word-of-mouth communication

被引：238
作者：
Bambauer-Sachse, Silke [1 ]
Mangold, Sabrina [1 ]
机构：
[1] Univ Fribourg, Dept Business Adm, Mkt E 402, Blvd Perolles 90, CH-1700 Fribourg, Switzerland
来源：
JOURNAL OF RETAILING AND CONSUMER SERVICES | 2011年 / 18卷 / 01期
关键词：
Online word-of-mouth communication; Product reviews; Consumer-based brand equity(dilution);
D O I：
10.1016/j.jretconser.2010.09.003
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
In this paper, we examine effects of negative online product reviews, a specific type of word-of-mouth communication, on consumer-based brand equity in terms of brand equity dilution. The results of our empirical study provide support for the assumed detrimental effect of negative online product reviews on consumer-based brand equity. (C) 2010 Elsevier Ltd. All rights reserved.
引用
收藏
页码：38 / 45
页数：8
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