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Brand equity dilution through negative online word-of-mouth communication

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  • Bambauer-Sachse, Silke
  • Mangold, Sabrina

Abstract

In this paper, we examine effects of negative online product reviews, a specific type of word-of-mouth communication, on consumer-based brand equity in terms of brand equity dilution. The results of our empirical study provide support for the assumed detrimental effect of negative online product reviews on consumer-based brand equity.

Suggested Citation

  • Bambauer-Sachse, Silke & Mangold, Sabrina, 2011. "Brand equity dilution through negative online word-of-mouth communication," Journal of Retailing and Consumer Services, Elsevier, vol. 18(1), pages 38-45.
    • Handle: RePEc:eee:joreco:v:18:y:2011:i:1:p:38-45
    DOI: 10.1016/j.jretconser.2010.09.003
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    References listed on IDEAS

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