Impact of the antecedents of electronic word of mouth on consumer based brand equity: a study on the hotel industry

ABSTRACT

This paper has measured the effects of antecedents of electronic word of mouth (eWOM) on Consumer Based Brand Equity (CBBE) for branded hotels. The hypotheses and a conceptual framework were developed based on the review of extant literature and qualitative study which were empirically tested using structural equation modelling. The findings of this study indicate that information quality, trust, satisfaction, loyalty, and social relationship act as the antecedents of eWOM for hotels. This study also revealed that out of the five antecedents of eWOM, mentioned above, satisfaction, loyalty, and trust on online reviews enhance CBBE and encourage a person to pay a price premium for the hotels. This study contributes to the eWOM literature by identifying eWOM as a mediating variable between satisfaction, loyalty, and trust in online reviews and CBBE.

本文测量了电子口碑（EWOM）的前身对品牌酒店的消费者品牌权益（CBBE）的影响。基于现有文献和定性研究，利用结构方程模型进行实证检验，提出了假设和概念框架。本研究的结果表明，信息质量、信任、满意度、忠诚度和社会关系是酒店EWOM的前提。这项研究还表明，在上述五个EWOM的前因中，在线评论的满意度、忠诚度和信任增强CBBE，并鼓励人们为酒店支付价格溢价。本研究通过将EWOM识别为在线评论和CBBE中的满意度、忠诚度和信任之间的中介变量，有助于EWOM文献。

KEYWORDS:

• Antecedents
• consumer-based brand equity
• electronic word of mouth
• hotels
• India