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How valence, volume and variance of online reviews influence brand attitudes

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  • Agnieszka Zablocki

    (Vienna University of Economics and Business)

  • Bodo Schlegelmilch

    (Vienna University of Economics and Business
    Lingnan (University) College, Sun Yat-sen University)

  • Michael J. Houston

    (University of Minnesota)

Abstract

Online reviews can strongly influence purchase decisions. In the past decade, extensive research in the field of online reviews has focused on product categories (e.g., hedonic, utilitarian) and product sales. However, research on how the characteristics of online reviews (valence, volume, and variance) influence attitudes toward brands is sparse, even though brands are among the most valuable corporate assets and companies use online marketing extensively to increase brand loyalty. Thus, this paper offers a conceptual model that closely examines the relationship between the characteristics of online reviews and brand attitudes. The model contributes to a better understanding of the influence of contextual factors on brand attitudes within online communication. In line with prior research, the study conceptualizes volume and variance as moderators of valence. Furthermore, the proposed conceptual model integrates brand type (functional, emotional, symbolic, and lifestyle) and the source of review (stranger or acquaintance) as potential moderators. Conceptual insights, along with managerial implications for online marketing managers, are provided.

Suggested Citation

  • Agnieszka Zablocki & Bodo Schlegelmilch & Michael J. Houston, 2019. "How valence, volume and variance of online reviews influence brand attitudes," AMS Review, Springer;Academy of Marketing Science, vol. 9(1), pages 61-77, June.
    • Handle: RePEc:spr:amsrev:v:9:y:2019:i:1:d:10.1007_s13162-018-0123-1
    DOI: 10.1007/s13162-018-0123-1
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