Based on article title: What does the brand say? Effects of brand feedback to ne

Question

Based on article title: What does the brand say? Effects of brand feedback to negative eWOM on brand trust and purchase intentions. Manu Bhandari & Shelly Rodgers (2018) What does the brand say? Effects of brand feedback to negative eWOM on brand trust and purchase intentions, International Journal of Advertising, 37:1, 125-141,

To link to this article: https://www.researchgate.net/profile/Shelly_Rodgers/publication/318794968_What_does_the_brand_say_Effects_of_brand_feedback_to_negative_eWOM_on_brand_trust_and_purchase_intentions/links/5a9af9b6aca2721e3f301785/What-does-the-brand-say-Effects-of-brand-feedback-to-negative-eWOM-on-brand-trust-and-purchase-intentions.pdf

Question:

Base on this selected research paper:

In your own words what method and procedures were used? evaluate the methods and procedures.

Explanation / Answer

The review of the article on effect of the negative Electronic word of mouth on the brand trust and intentions of the purchaser to buy the product of a particular brand is comprehensive.It has elucidated on how ewom can influence consumers perception and behaviour online- including brand trust and purchase intentions.Valence an intrinsic emotion is termed as key concept to study EWOM .Positive valence a favourable feelng expressed towards a product or a brand and negative valence as otherwise.The Ewom are the sources of information consumer used to learn about the quality of product and brand.consumers use ewom to reduce the risk of buying product of abrand which will have issue post buying it might be related to usage of the product, quality and after sale service. The negative Ewoms are the ones which have the maximum impoact and the organisations do give feedback that is brand feedback. The study used a 2 (Brand Feedback: Present/Absent) x 2 (Causal Attribution: Brand/ Reviewer) x2 (Products: Laptop/TV) between-subjects experimental design. The experiment was conducted on Qualtrics, a popular online research platform. Attribution was the second independent variable but the study also considered its role as a moderator of brand feedback effects. Attribution was operationalized as the entity (either brand or reviewer) shown to be the cause of the situation as described in the negative product review. Attribution was manipulated as either attribution to the brand or to the reviewer. Brand trust was used as a dependent variable and a potential mediating variable. Brand trust was defined as consumers’ beliefs that a brand can be depended on for favourable outcomesThe reaserchers indicated that brand feedback could simultaneously reduce purchase intentions, independent of the positive effect through brand trust. They theorized that brand feedback could trigger consumers’ mental heuristics about post-purchase challenges (i.e. return issues or hassles), thereby leading to a lower intention to purchase the reviewed product. Given that there are so many choices available for products online, even the presence of a minor cue about potential post-purchase problems may prompt consumers to make alternative choices. Additionally, when brand feedback was present in negative eWOM, results suggested that brand feedback could serve as a cue that legitimized the product’s problem. This inconsistency could lead consumers to perceive product problems to be more persistent or ‘stable’ and thus more likely to occur again in the future, ultimately leading to lower purchase intentions.The role of attribution was also explored with regard to negative eWOM attributed to the reviewer versus the product/brand. Prior research suggests that negative eWOM attributed to the reviewer is less harmful than those attributed to the product/brand.The current study showed that it is risky for brands to assume that brand feedback has positive brand benefits alone. Thus, while brand feedback did appear to be a useful way to enhance brand trust and purchase intentions, it also produced negative results that were detrimental to the businesses’ interests.when online reviewers blame brands for product problems, brands should carefully consider if or how to respond to such complaints to avoid detrimental effects to brand trust and purchase intentions.The study’s findings show the need for brands to carefully strategize brand feedback in eWOM environments. Brands may want to avoid brand feedback’s negative impact while still benefitting from its positive indirect impact on purchase intentions and brand trust, although more research is needed to shed light on all the major factors important to consider in brand feedback. Although attribution did not moderate brand feedback’s effect, results do suggest that it would make organidation more sense to focus for brand feedback activities on brand-attributed problems rather than reviewer-attributed problems.

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