The effect of negative online customer reviews on brand equity and purchase intention of consumer electronics in South Africa

Journal article

Beneke, J., de Sousa, S., Mbuyu, M. and Wickham, B. 2015. The effect of negative online customer reviews on brand equity and purchase intention of consumer electronics in South Africa. International Review of Retail, Distribution and Consumer Research. 26 (2), pp. 171-201. https://doi.org/10.1080/09593969.2015.1068828
AuthorsBeneke, J., de Sousa, S., Mbuyu, M. and Wickham, B.
Abstract

This study investigated the effect that negative online customer reviews have on brand equity and purchase intention. This research examined the influence of negative electronic word of mouth (eWOM) on brand equity, as influenced by customer review quality, product involvement and source credibility. A 3 (high quality review versus low quality review versus no review) ×  2 (high product involvement versus low product involvement) factorial experiment with 236 respondents was conducted. The results revealed that the presence of negative eWOM has a significant detrimental effect on brand equity and purchase intention. Furthermore, the effect of negative online customer reviews is more detrimental to the brand equity of a high involvement product than a low involvement product. The results also revealed that high quality reviews are more influential than low quality reviews with respect to brand equity, and the difference between the levels of eWOM source credibility has no significant effect on brand equity.

KeywordsOnline customer reviews; Brand equity; Purchase intention; Retail; Consumers
Year2015
JournalInternational Review of Retail, Distribution and Consumer Research
Journal citation26 (2), pp. 171-201
PublisherTaylor & Francis
ISSN0959-3969
1466-4402
Digital Object Identifier (DOI)https://doi.org/10.1080/09593969.2015.1068828
Official URLhttps://doi.org/10.1080/09593969.2015.1068828
Publication dates
Online05 Sep 2015
Publication process dates
Accepted04 Jun 2015
Deposited18 Oct 2021
Output statusPublished
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https://repository.canterbury.ac.uk/item/8yv32/the-effect-of-negative-online-customer-reviews-on-brand-equity-and-purchase-intention-of-consumer-electronics-in-south-africa

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