Subject: Marketing Based on article title: What does the brand say? Effects of b
ID: 388176 • Letter: S
Question
Subject: Marketing
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:
1. Are the suggestions for future action based on practical significance or on statistical?
Explanation / Answer
Suggestions were based on practical significance and then it was analysed on basis of statistical tools to draw out the conclusion.
Hypothesis/RQ testing was done to conclude that brand feedback presence had a significant indirect positive effect on purchase intention via brand trust.
Results were based on co- relation between participants’ prior brand attitudes and each of the two dependent variables, brand trust suggesting that prior brand attitudes is a necessary covariate.
Practical was conducted on college students who generally uses social media and do not shy away from voicing their opinions. Online reviews were collected from shooping sites which were genuine and given by users of the product.