What does the brand say? Effects of brand feedback to negative eWOM on brand trust and purchase intentions

ABSTRACT

This study examined the effects of brand feedback to negative electronic word of mouth (eWOM) on consumers’ brand trust and purchase intentions, and examined the moderating effect of problem attribution described in the negative eWOM message. Results from a 2 (Brand Feedback: Present/Absent) × 2 (Causal Attribution: Brand/Reviewer) × 2 (Products: Laptop/TV) between-subjects online experiment suggest that brand feedback had a simultaneous positive and negative effect on purchase intentions, whereby brand trust mediated the positive effect. Attribution of the product's problem did not significantly change this effect. Findings help to clarify the literature by describing mechanisms through which brand feedback occurs to influence brand outcomes.

KEYWORDS:

• Electronic word of mouth
• brand feedback
• brand response
• online reviews
• experiment

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Manu Bhandari

Manu Bhandari is an assistant professor of strategic communication in Department of Communication at Arkansas State University's College of Liberal Arts and Communication. Bhandari has presented at well-known national and international communication conferences, and also published in some major communication-related academic journals. His research areas include online information processing and electronic word of mouth. At A-State he currently teaches courses in advertising principles, interactive advertising and media writing.

Shelly Rodgers

Shelly Rodgers is a professor of strategic communication in School of Journalism, University of Missouri. Rodgers is nationally ranked as a leading Internet advertising researcher and is among the 10 most cited Internet advertising, marketing and communications scholars in the U.S. Her research areas include Internet advertising, new technology, and health communication. Rodgers has received nearly $20 million in grants funded by state and federal agencies. Her research has been published by leading academic health communication and advertising journals including Journal of Advertising, Journal of Communication, Journal of Advertising Research, Journal of Interactive Advertising, Marketing Research, and Journal of Health Communication.