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You searched for subject:( BESC). Showing records 1 – 2 of 2 total matches.

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Open Universiteit Nederland

1. Bruggen, Niels van. Positive versus negative electronic word-of-mouth. An EVM research about the effects of both positive and negative electronic word-of-mouth (eVOM) on both high- and low-BESC consumers' attitudinal and behavioural loyalty toward brands.

Degree: 2017, Open Universiteit Nederland

Purpose – C2C interactions through Social Network Sites (SNSs) disrupt company’s communications and influence each other’s attitudes and behaviours towards products and brands. Because studies have shown the significant effects of electronic Word-of-Mouth (eWOM) on consumer’s behaviour and attitude, companies have increasingly put effort in promoting and managing eWOM within their communication strategy mix. More knowledge about the way eWOM works is needed to enhance the way companies deal with this part of their communication strategy. This paper aims to examine the effects of eWOM through SNSs on customer brand loyalty. Moreover, this paper aims to investigate the differences in effects depending on either positive or negative eWOM. It also seeks to examine how high-BESC (Brand Engagement in Self-Concept) consumers react on brand-related stimuli compared to low-BESC consumers in the process of relationship development. Research methodology– A quantitative vignette study was used to collect the data, based on a mixed design allowing both within-subjects analyses (pre- and post-test) and between-subjects analyses (positive versus negative eWOM). Vignette studies combine the traditional survey with a vignette experiment. A total of 276 smartphone users participated in this research (138 facing negative and 138 facing positive eWOM). Because every participant did both a pre-test and a post-test, a total of 552 observations were collected. The paper adopted the structural equation modeling (SEM) approach to test the hypotheses with respect to the process of customer relationship development and used SPSS22 for regular statistical techniques to analyze the differences in effects depending on either positive or negative eWOM. Findings – The results support the so called ‘negativity bias’, suggesting that, overall, negative eWOM has more effect than positive eWOM. The results also show that positive and negative word-of-mouth referral has an asymmetric influence on emotions, attitudes and behaviour. Our study shows that consumers react differently on positive and negative eWOM. Positive eWOM affects attitudinal loyalty significantly more than it affects behavioural loyalty. This is in contrast to negative eWOM, which affects behavioural loyalty significantly more than it affects attitudinal loyalty. The paper finds no support for the difference in effect of eWOM on both high- and low-BESC consumers. However, our results suggest that high-BESC consumers show a significantly stronger relation between trust and attitudinal loyalty and between attitudinal loyalty and behavioural loyalty compared to low-BESC consumers. This suggests that high-BESC consumers convert their trust and emotional attachment towards a brand more often into behavioural intentions, like (re)purchase of a brand or word-of-mouth referral. Originality– The paper adds to the existing literature by detangling the complex effects of positive and negative eWOM on satisfaction, trust, attitudinal loyalty and behavioural loyalty. In particular, as far as we…

Subjects/Keywords: Customer loyalty; Experimental Vignette study; eWOM; BESC; SNSs; Relationship Marketing

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Bruggen, N. v. (2017). Positive versus negative electronic word-of-mouth. An EVM research about the effects of both positive and negative electronic word-of-mouth (eVOM) on both high- and low-BESC consumers' attitudinal and behavioural loyalty toward brands. (Masters Thesis). Open Universiteit Nederland. Retrieved from http://hdl.handle.net/1820/8144

Chicago Manual of Style (16th Edition):

Bruggen, Niels van. “Positive versus negative electronic word-of-mouth. An EVM research about the effects of both positive and negative electronic word-of-mouth (eVOM) on both high- and low-BESC consumers' attitudinal and behavioural loyalty toward brands. ” 2017. Masters Thesis, Open Universiteit Nederland. Accessed November 29, 2020. http://hdl.handle.net/1820/8144.

MLA Handbook (7th Edition):

Bruggen, Niels van. “Positive versus negative electronic word-of-mouth. An EVM research about the effects of both positive and negative electronic word-of-mouth (eVOM) on both high- and low-BESC consumers' attitudinal and behavioural loyalty toward brands. ” 2017. Web. 29 Nov 2020.

Vancouver:

Bruggen Nv. Positive versus negative electronic word-of-mouth. An EVM research about the effects of both positive and negative electronic word-of-mouth (eVOM) on both high- and low-BESC consumers' attitudinal and behavioural loyalty toward brands. [Internet] [Masters thesis]. Open Universiteit Nederland; 2017. [cited 2020 Nov 29]. Available from: http://hdl.handle.net/1820/8144.

Council of Science Editors:

Bruggen Nv. Positive versus negative electronic word-of-mouth. An EVM research about the effects of both positive and negative electronic word-of-mouth (eVOM) on both high- and low-BESC consumers' attitudinal and behavioural loyalty toward brands. [Masters Thesis]. Open Universiteit Nederland; 2017. Available from: http://hdl.handle.net/1820/8144


AUT University

2. Cheri, Bella. The Antecedents of Consumer Brand Engagement: The Role of Relationship Quality .

Degree: AUT University

The assessment of the effects on consumer brand engagement has been under recent investigation. Literature has continually mentioned a lack of knowledge regarding how consumers’ relationship quality with a brand affects consumer brand engagement. Further, the recent growth in social media and technology use and its direct influence on consumer brand engagement and relationship quality has also been highlighted as a topic for further investigation. This research aimed to address these gaps by examining variance in smartphone usage, application usage and demographics to determine how these factors mediate the effects of relationship quality on consumer brand engagement. 200 students were directly targeted through a survey questionnaire to gather empirical data. Analysis of the data indicated that the higher a consumer is cognitively, emotionally or behaviourally engaged with a brand, the more they feel the brand is fulfilling their goals, expectations, predictions and desires and performing in a way they deem acceptable in terms of creating satisfaction, trust and commitment towards the brand. Specifically, significant relationships were discovered between cognitive processing and trust. Activation had a positive relationship with satisfaction and trust. Affection had a positive relationship with all three relationship quality constructs of satisfaction, trust and commitment. The study also found that differences relating to type of brand, total phone usage and total frequency of application usage significantly affected the level of consumer engagement. Gender, type of brand, total phone usage and total frequency of application usage also significantly affected the quality of the brand relationship. Age and income did not have a significant effect on relationship quality or engagement. The implications of these findings mean that managers can assess the relationship quality construct they wish to strengthen with targeted consumers and use different engagement aspects to achieve positive relationship outcomes. Advisors/Committee Members: Glynn, Mark (advisor).

Subjects/Keywords: Consumer engagement; Customer engagement; Consumer brand engagement; Customer brand engagement; Relationship quality; Trust; Satisfaction; Commitment; Antececents; Consequences; Cognitive processing; Cognitive; Cognitively; Emotional; Affective; Affection; Behavioural; Behavioral; Activation; Loyalty; Relationship management; Marketing management; Drivers; Customer delight; Consumer delight; Repurchase; Repurchase behaviour; Affective commitment; Cumulative commitment; Love; Partnership; Brand loyalty; Service-dominance; Service-dominance logic; Co-creation; Brand experience; Consumer; Customer; Consumer identification; Self-schema; Self-concept; BESC; CBE; Brand engagement in self-concept; Calculative commitment; Goal pursuit; Brand personality; Brand management; Brand engagement; Engagement; Phone; Technology; Social media; Millennial; Generation C; Apple; Samsung; iPhone; Nokia; Phone usage; Application; Smartphone; Application usage

Record DetailsSimilar RecordsGoogle PlusoneFacebookTwitterCiteULikeMendeleyreddit

APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Cheri, B. (n.d.). The Antecedents of Consumer Brand Engagement: The Role of Relationship Quality . (Thesis). AUT University. Retrieved from http://hdl.handle.net/10292/10224

Note: this citation may be lacking information needed for this citation format:
No year of publication.
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16th Edition):

Cheri, Bella. “The Antecedents of Consumer Brand Engagement: The Role of Relationship Quality .” Thesis, AUT University. Accessed November 29, 2020. http://hdl.handle.net/10292/10224.

Note: this citation may be lacking information needed for this citation format:
No year of publication.
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7th Edition):

Cheri, Bella. “The Antecedents of Consumer Brand Engagement: The Role of Relationship Quality .” Web. 29 Nov 2020.

Note: this citation may be lacking information needed for this citation format:
No year of publication.

Vancouver:

Cheri B. The Antecedents of Consumer Brand Engagement: The Role of Relationship Quality . [Internet] [Thesis]. AUT University; [cited 2020 Nov 29]. Available from: http://hdl.handle.net/10292/10224.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
No year of publication.

Council of Science Editors:

Cheri B. The Antecedents of Consumer Brand Engagement: The Role of Relationship Quality . [Thesis]. AUT University; Available from: http://hdl.handle.net/10292/10224

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation
No year of publication.

.