IDEAS home Printed from https://ideas.repec.org/a/aic/revebs/y2011i6kautishp.html
   My bibliography  Save this article

Empirical Study On Influence Of Extraversion On Consumer Passion And Brand Evangelism With Word-Of-Mouth Communication

Author

Listed:
  • Pradeep KAUTISH

    () (Jaipuria Institute of Management, Rajasthan, India)

Abstract

Word-of-Mouth (WOM) is recognized as a powerful marketing instrument. Its importance as a communication mechanism has widely explored and established in influencing purchase decision in the consumer behaviour domain (e.g., Gilly et al. 1998; Herr et al. 1991; Wilson 1991). WOM was recognized as an important determinant of consumer’s buying behaviour early in marketing literature (Butler 1923), its influence reported as greater than personal selling and advertising (Engel et al. 1969; Feldman and Spencer 1965; Katz and Lazarsfeld 1955) and findings show that more extravert consumers are more likely to be passionate consumers and engage in brand evangelism. For decades, it has received extensive attention from both academicians and practitioners, who demonstrated that WOM communications could not only influence consumers' purchase decisions (Arndt 1967b; Whyte 1954), but also shape consumers' expectations (Zeithaml and Bitner 1996), pre-usage attitudes (Herr et al. 1991), and even post-usage perceptions of a product or service (Bone 1995; Burzynski and Bayer 1977). Researchers have documented the existence of certain types of consumers, opinion leaders and market mavens, who have a personal predisposition to disseminate WOM to fellow consumers (Feick and Price 1987; Lazarsfeld et al. 1944) in an influencing manner. This paper is an attempt to figure out the inter relationship of positive influence of extraversion on consumer passion and ultimately on brand evangelism as a marketing phenomenon in Indian context.

Suggested Citation

  • Pradeep KAUTISH, 2010. "Empirical Study On Influence Of Extraversion On Consumer Passion And Brand Evangelism With Word-Of-Mouth Communication," Review of Economic and Business Studies, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, issue 6, pages 187-198, December.
  • Handle: RePEc:aic:revebs:y:2011:i:6:kautishp
    as

    Download full text from publisher

    File URL: http://rebs.ro/resource/Rebs_6/Research%20Paper/KAUTISH,P-%20EMPIRICAL%20STUDY%20ON%20INFLUENCE%20OF%20EXTRAVERSION%20ON%20CONSUMER%20PASSION.pdf
    Download Restriction: no

    More about this item

    Keywords

    Word-of-Mouth; Influence; Extraversion; Consumer Passion; Brand Evangelism;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aic:revebs:y:2011:i:6:kautishp. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Sireteanu Napoleon-Alexandru). General contact details of provider: http://edirc.repec.org/data/feaicro.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.