The effects of positive and negative online customer reviews Do brand strength and category maturity matter

By:

HO-DAC, NGA N

Contributor(s):

CARSON, STEPPHEN J

Material type:

Mixed materialsPublication details: 2013Description: 37-53Subject(s):

MARKETING

NLM classification:

658.8

In: JOURNAL OF MARKETINGMSummary: Research has shown brand equity to moderate the realtionship between online customer reviews (OCRs) and sales in both the emerging Blu-ray and mature DVD player categories. Positive OCRs increase the sales of models of weak brand. In contrast, OCRs have no significant impact on the sales of the models of strong brands, although these models do receive a significant sales boost from their greater brand equity. Higher sales lead to a larger number of positive OCRs and increased positive OCRsaid a brand's transition from weak to strong.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		77/6	Available		P15196

Research has shown brand equity to moderate the realtionship between online customer reviews (OCRs) and sales in both the emerging Blu-ray and mature DVD player categories. Positive OCRs increase the sales of models of weak brand. In contrast, OCRs have no significant impact on the sales of the models of strong brands, although these models do receive a significant sales boost from their greater brand equity. Higher sales lead to a larger number of positive OCRs and increased positive OCRsaid a brand's transition from weak to strong.

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