Empirical Study On Influence Of Extraversion On Consumer Passion And Brand Evangelism With Word-Of-Mouth Communication
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.
Volume (Year): (2010)
Issue (Month): 6 (December)
|Contact details of provider:|| Postal: Universitatea Al. I. Cuza; B-dul Carol I nr. 22; Iasi|
Phone: 004 0232 201070
Fax: 004 0232 217000
Web page: http://rebs.ro/
More information through EDIRC
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)
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.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with 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 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.