Antecedents Of Word Of Mouth As A Component Of Brand Loyalty Towards Luxury Fashion Brands And Its Moderating Factors

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Antecedents of word-of-mouth as a component of brand loyalty towards luxury fashion brands and its moderating factors

Author : Isabel Angerer
Publisher : GRIN Verlag
ISBN 13 : 3668680736
Total Pages : 100 pages
Book Rating : 4.6/5 (686 download)

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Book Synopsis Antecedents of word-of-mouth as a component of brand loyalty towards luxury fashion brands and its moderating factors by : Isabel Angerer

Download or read book Antecedents of word-of-mouth as a component of brand loyalty towards luxury fashion brands and its moderating factors written by Isabel Angerer and published by GRIN Verlag. This book was released on 2018-04-10 with total page 100 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2016 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, King`s College London, course: International Marketing, language: English, abstract: In today’s competitive marketplace, companies need to establish a loyal customer base in order to be successful. In particular, the fashion industry relies on a loyal customer base and a good reputation to achieve sustainable financial growth. To survive the current challenges of growing competition, marketers must ensure that customers do not only develop a personal relationship with brands but also speak favourably of them. Prior research has focused on word-of-mouth as a component of brand loyalty and its antecedents. However, this topic turned out to be inadequately investigated in the specific context of luxury fashion brands. Hence, the aim of this study is to examine how satisfaction, trust and commitment but also socio-psychological factors influence the consumer and thus have an impact on word-of-mouth. The nature of this study led to a quantitative methodological approach: an online survey investigating the sources of word-of-mouth. As a conclusion, this paper confirmed that trust and commitment were among the most important predictor variables of word-of-mouth. The main finding was, however, that socio-psychological factors such as materialism, social identity and possessiveness also increased positive word-of-mouth. However, since materialism and possessiveness are regarded as negative personality traits and cannot strengthen the effect of satisfaction, trust and commitment on word-of-mouth it is recommended that marketers concentrate on positive dimensions of word-of-mouth and brand loyalty (i.e., trust and commitment) in order to build a strong customer relationship.

Brand Preference and Its Impacts on Customer Share of Visits and Word-of-mouth Intention

Author : Jinsoo Hwang
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (756 download)

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Book Synopsis Brand Preference and Its Impacts on Customer Share of Visits and Word-of-mouth Intention by : Jinsoo Hwang

Download or read book Brand Preference and Its Impacts on Customer Share of Visits and Word-of-mouth Intention written by Jinsoo Hwang and published by . This book was released on 2011 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: This study attempted to investigate antecedents and consequences of consumers' utilitarian and hedonic attitudes toward restaurant brands and to examine the effects of brand prestige on brand preference and word-of-mouth intention with customer involvement as a moderator. In study 1, to investigate the antecedents and consequences of consumer attitudes toward restaurant brands in the full-service restaurant, this study proposed, based on existing theoretical premises, significant interrelationships among three service qualities (i.e., physical environment quality, interactional quality, and outcome quality). This study also hypothesized that these service qualities predict consumers' utilitarian and hedonic attitudes toward restaurant brands. Finally, this study examined the effects of consumer attitudes toward restaurant brands in forming brand preference and relative customer share of visits. A theoretical model was proposed and then tested with data collected from 318 casual and 303 fine dining restaurant patrons. The results of data analysis indicated significant interrelationships among three service qualities in both casual and fine dining restaurants. In addition, interactional and outcome qualities had significant effects on utilitarian and hedonic attitudes toward restaurant brands in the casual dining restaurant. In the fine dining segment, interactional quality significantly influenced both utilitarian and hedonic attitudes toward restaurant brands, while physical environment and outcome qualities had positive impacts only on hedonic attitude toward the restaurant's brand. Finally, utilitarian and hedonic attitudes toward restaurant brands enhanced brand preference, and in turn, brand preference increased relative customer share of visits in both casual and fine dining restaurants. The purpose of study 2 was to examine the effects of brand prestige on brand preference and word-of-mouth with customer involvement as a moderator in the fine dining restaurant segment. Based on a thorough literature review, this study hypothesized that brand prestige would have positive effects on brand preference and word-of-mouth and that brand preference would have a positive relationship with word-of-mouth. Finally, this study examined the moderating role of customer involvement in the relationships between (1) brand prestige and brand preference, (2) brand prestige and word-of-mouth, and (3) brand preference and word-of-mouth. A total of 293 questionnaire responses were used to empirically test the proposed relationships in fine dining restaurants. This study found that brand prestige has significant effects on brand preference and word-of-mouth. In addition, brand preference had a positive relationship with word-of-mouth. However, customer involvement as a moderator was not supported.

The Emerald Handbook of Multi-Stakeholder Communication

Author : Pantea Foroudi
Publisher : Emerald Group Publishing
ISBN 13 : 1800718993
Total Pages : 407 pages
Book Rating : 4.8/5 (7 download)

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Book Synopsis The Emerald Handbook of Multi-Stakeholder Communication by : Pantea Foroudi

Download or read book The Emerald Handbook of Multi-Stakeholder Communication written by Pantea Foroudi and published by Emerald Group Publishing. This book was released on 2022-10-21 with total page 407 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Emerald Handbook of Multi-Stakeholder Communication gathers an international, multidisciplinary team of experts to explore effective brand messaging for multiple stakeholders, utilizing a diverse array of theoretical and methodological approaches that cumulatively present an up-to-date overview of the whole field.

An Empirical Investigation of Antecedents of Brand Loyalty

Author : Gauthier Casteran
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (968 download)

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Book Synopsis An Empirical Investigation of Antecedents of Brand Loyalty by : Gauthier Casteran

Download or read book An Empirical Investigation of Antecedents of Brand Loyalty written by Gauthier Casteran and published by . This book was released on 2016 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Firms invest heavily in building and maintaining relationships with their customers. This is due to loyal customers being among the most profitable ones for firms. It is thus essential for managers and researchers to understand what drives customers to become loyal. Researchers have investigated brand loyalty antecedents at great length. These antecedents can be divided in three classes: product category, marketing mix and customer-related ones. Despite the large body of research on these antecedents, an update is necessary as markets have been changing in the last decades. One of the major changes has been the apparition and proliferation of niche brands (such as organic and private label brands) that are positioned to serve segments of consumers with specific needs. The aim of this Ph.D. research is to fill these gaps and get a better understanding of what influences brand loyalty in the light of niche brands' development. We specifically focus on two types of niche brands: organic and private label brands. This Ph.D. research is comprised of four studies, each one investigating one class of antecedents. Our results first enable us to reassess the effect of certain antecedents of brand loyalty using recent panel purchase data. It also gives us some insights on the role of niche brands. It shows that the proliferation of niche brands and more specifically the proliferation of private label brands has an effect on brand loyalty at an aggregate level. In the same way, niche brands have a moderating effect on the impact of some antecedents of brand loyalty. Theoretical, methodological and managerial implications of these findings are discussed.

The Art of Digital Marketing for Fashion and Luxury Brands

Author : Wilson Ozuem
Publisher : Springer Nature
ISBN 13 : 303070324X
Total Pages : 471 pages
Book Rating : 4.0/5 (37 download)

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Book Synopsis The Art of Digital Marketing for Fashion and Luxury Brands by : Wilson Ozuem

Download or read book The Art of Digital Marketing for Fashion and Luxury Brands written by Wilson Ozuem and published by Springer Nature. This book was released on 2021-07-17 with total page 471 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. The fashion industry has evolved rapidly over the last few years with the diffusion of fast fashion and luxury democratization, not to mention the advent of ICT and the development of communication. Today, fashion companies face new challenges, such as how to manage brands and how to choose between marketplaces and digital marketspaces. While some companies focus on one channel selection, others embrace the omnichannel choice and look for a balance between the two environments. Whatever the strategy, it is essential to manage these touch-points in order to create interaction between consumers and brands, provide meaningful customer experiences, and to maximize customers’ engagement. An insightful read for scholars in marketing, fashion and retail, this book investigates the triangulation between branding, marketplace, and marketspace and its impact on the organization.

Understanding Luxury Fashion

Author : Isabel Cantista
Publisher : Springer Nature
ISBN 13 : 3030256545
Total Pages : 294 pages
Book Rating : 4.0/5 (32 download)

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Book Synopsis Understanding Luxury Fashion by : Isabel Cantista

Download or read book Understanding Luxury Fashion written by Isabel Cantista and published by Springer Nature. This book was released on 2019-11-08 with total page 294 pages. Available in PDF, EPUB and Kindle. Book excerpt: Offering an original contribution to the field of luxury and fashion studies, this edited collection takes a philosophical perspective, addressing the idea that humans need luxury. From this framework it delves deep into two particular dimensions of luxury, emotions and society, and concludes with cases of brand building in order to illustrate the two dimensions at work. Comparative analysis between countries is brought together with an emphasis on China. Chapters address the ongoing growth in the market, as well as the significant changes in the sector brought about by fast international expansion and an increased focus on ethical supply and sustainability, making the book an insightful read for scholars of fashion business, luxury and branding.

New Perspectives in Luxury Branding

Author : Emerald Group Publishing Limited
Publisher : Emerald Group Publishing
ISBN 13 : 1785608622
Total Pages : 225 pages
Book Rating : 4.7/5 (856 download)

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Book Synopsis New Perspectives in Luxury Branding by : Emerald Group Publishing Limited

Download or read book New Perspectives in Luxury Branding written by Emerald Group Publishing Limited and published by Emerald Group Publishing. This book was released on 2015-10-29 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: This collection of key articles offers insights across a range of sectors. Some of the things the book will explain include: - The influence of social media on the building of luxury brands - The effect of the consumption of counterfeit luxury goods on identity - The value of brand extension as a strategy in regards to luxury fashion brands

Digital and Social Media Marketing

Author : Nripendra P. Rana
Publisher : Springer Nature
ISBN 13 : 3030243745
Total Pages : 337 pages
Book Rating : 4.0/5 (32 download)

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Book Synopsis Digital and Social Media Marketing by : Nripendra P. Rana

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

The psychological facets of consumer-brand relationship in the digital world

Author : Khalid Hussain
Publisher : Frontiers Media SA
ISBN 13 : 2832527280
Total Pages : 229 pages
Book Rating : 4.8/5 (325 download)

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Book Synopsis The psychological facets of consumer-brand relationship in the digital world by : Khalid Hussain

Download or read book The psychological facets of consumer-brand relationship in the digital world written by Khalid Hussain and published by Frontiers Media SA. This book was released on 2023-06-29 with total page 229 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Building Customer-based Brand Equity

Author : Kevin Lane Keller
Publisher :
ISBN 13 :
Total Pages : 31 pages
Book Rating : 4.:/5 (248 download)

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Book Synopsis Building Customer-based Brand Equity by : Kevin Lane Keller

Download or read book Building Customer-based Brand Equity written by Kevin Lane Keller and published by . This book was released on 2001 with total page 31 pages. Available in PDF, EPUB and Kindle. Book excerpt:

The Roles of Brand Leadership and Perceived Risk in Predicting Word of Mouth Behavior for Luxury Brand

Author : Yonghwan Chang
Publisher :
ISBN 13 :
Total Pages : 100 pages
Book Rating : 4.:/5 (864 download)

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Book Synopsis The Roles of Brand Leadership and Perceived Risk in Predicting Word of Mouth Behavior for Luxury Brand by : Yonghwan Chang

Download or read book The Roles of Brand Leadership and Perceived Risk in Predicting Word of Mouth Behavior for Luxury Brand written by Yonghwan Chang and published by . This book was released on 2012 with total page 100 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this study, brand leadership is defined as consumers' perception about the relatively distinctive ability of a brand to serve as a role model for other brands by achieving continuous excellence. Ultimately, brand leadership helps develop consumer loyalty toward the brand in highly competitive market environments. The purposes of this study are to: (1) examine the role of brand leadership in predicting a consumer's word of mouth behavior for luxury golf club brand, (2) examine the moderating role of perceived risk and product type in the relationship between brand leadership and word of mouth recommendation intention, (3) examine consumers' perceived risk based on their socio-demographic variables (i.e., gender, age, income, education, and ethnic background) and consumption level, and (4) revalidate scales of perceived brand leadership and luxury brand risk. The hypothesized relationships were tested using simultaneous equations analyses and the validity and reliability of scale were established through a series of confirmatory factor analyses. Theoretical and practical implications were discussed.

Global Marketing Co-operation and Networks

Author : Leo Paul Dana
Publisher : Psychology Press
ISBN 13 : 0789013029
Total Pages : 144 pages
Book Rating : 4.7/5 (89 download)

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Book Synopsis Global Marketing Co-operation and Networks by : Leo Paul Dana

Download or read book Global Marketing Co-operation and Networks written by Leo Paul Dana and published by Psychology Press. This book was released on 2000 with total page 144 pages. Available in PDF, EPUB and Kindle. Book excerpt: The nature of business has changed, and Global Marketing Co-Operation and Networks explains how and why former competitors are now joining forces. Exploring co-operation, networks, and internationalization, this collection gives insight into the often confusing world of international business. It offers research and theory on such issues as building networks, using group dynamics, choosing the best time to internationalize, and taking advantage of government-funded overseas trade missions to develop international markets. It will teach you how small businesses and giant multinationals can cooperate to the benefit of both.

Consumers' Perceptions of Brand Personality

Author : Raja Mazhatul Yasmin Suraya Raja Abdul
Publisher :
ISBN 13 :
Total Pages : 444 pages
Book Rating : 4.:/5 (11 download)

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Book Synopsis Consumers' Perceptions of Brand Personality by : Raja Mazhatul Yasmin Suraya Raja Abdul

Download or read book Consumers' Perceptions of Brand Personality written by Raja Mazhatul Yasmin Suraya Raja Abdul and published by . This book was released on 2012 with total page 444 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumers tend to choose brands that assist in projecting the self-image they desire. Embedding a brand with human characteristics is one way for marketers to satisfy consumers' symbolic needs. This study examines some factors that drive brand personality perceptions and investigates how these perceptions influence behavioural outcomes. Specifically, this thesis researches the antecedents and outcomes of brand personality perceptions. An extensive review of the literature identified five antecedents that influence consumers' perceptions of brand personality. These include brand association, hedonic attitudes, personality expression, and valence of feelings. The fifth antecedent, brand awareness, is modelled as driving brand association, indirectly impacting brand personality. These antecedents are hypothesised to drive consumers' formation of brand personality perceptions, which in turn affect important outcomes, namely brand engagement, brand attitude, and behavioural intentions. While prior research has addressed the measurement of brand personality, few studies have examined the factors driving its perception by consumers and no prior study has examined these antecedents in conjunction with the behavioural outcomes. Further, this thesis contributes to understanding brand personality perceptions through an extension that examines the moderating effect of self-expression, self-congruency, consumer individualist/collectivist orientation, and product category on the relationships in the research model. No prior study has examined the effect of these factors in moderating brand personality perceptions.Analysis of a national online survey of 609 individuals found that brand awareness is separate from but strongly linked to brand association, and later affects consumer perceptions of brand personality. Hedonic attitude, personality expression, and positive feelings also affect consumers' brand personality perceptions, with positive feelings having the strongest effect of all the antecedents. Negative feelings did not influence brand personality perceptions. Perceptions of brand personality affect consumers' willingness to engage with a brand, their attitude towards the brand, and behavioural intentions including intention to repeat purchase and remain a loyal customer of the brand. Positive feelings affect consumer brand attitude indirectly via brand personality perceptions, but negative feelings have a direct effect on brand attitude.The moderating variables of self-expression, self-congruency, individualist/collectivist orientation, and product category were also examined in this thesis. Self-expression does not have a strong effect on the relationships in the model. Self-congruency and individualist/collectivist orientation, on the other hand, did have more of an effect on the model relationships. Moderating effects were also tested across different product categories(clothing, perfume and watches) to establish some generalisability of the model. While minor variations occurred, the model is generally robust across product categories. This research contributes to our understanding of brand personality. It provides new depth to brand personality theory and also has significance for brand managers.

Antecedents Of The Consumer Brand Relationship And Brand Loyalty, And The Connection Between The Two: A Study On Luxury Brands

Author : Kateryna Malysheva
Publisher :
ISBN 13 :
Total Pages : 51 pages
Book Rating : 4.:/5 (956 download)

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Book Synopsis Antecedents Of The Consumer Brand Relationship And Brand Loyalty, And The Connection Between The Two: A Study On Luxury Brands by : Kateryna Malysheva

Download or read book Antecedents Of The Consumer Brand Relationship And Brand Loyalty, And The Connection Between The Two: A Study On Luxury Brands written by Kateryna Malysheva and published by . This book was released on 2016 with total page 51 pages. Available in PDF, EPUB and Kindle. Book excerpt:

The Antecedents and Consequences of Brand Image

Author : Sang Hee Park
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (72 download)

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Book Synopsis The Antecedents and Consequences of Brand Image by : Sang Hee Park

Download or read book The Antecedents and Consequences of Brand Image written by Sang Hee Park and published by . This book was released on 2009 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Abstract: Due to the fact that brand equity has received significant research attention, brand image in the customer-based brand equity framework, has been recognized as an important concept in marketing and consumer behavior research. While an increasing number of studies have focused on conceptualizing brand image, empirical research on brand image in the restaurant industry has been consistently criticized for deficiencies of theoretical grounding and conceptual rigor. Therefore, there is an urgent need to investigate ways in which brand image can be empirically measured so that researchers can effectively analyze the key variables related to it. The current study attempted to bridge this existing gap by developing an effective brand image measurement and model. Grounded in the foundation of marketing and hospitality literature as well Keller's customer-based brand equity framework, this study developed a conceptual model that explains the relationships between the antecedents and consequences of brand image. The objectives of this research are: 1) to develop reliable and valid scales to measure brand image in a restaurant context; 2) to propose an integrated model of the causal relationship between the antecedents and consequences of brand image, by relying on Keller's customer-based brand equity framework. Based on the proposed model, nine hypotheses were developed with six latent variables. Through focus group interviews and a pretest, the measurements were refined and the questionnaire used for the main study was developed. Data was analyzed using the 417 surveys. A Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) in AMOS 17.0 were employed to evaluate the measurement model, to measure the model fitness of data and to test the research hypotheses and relationships among the latent constructs. The results from the main study revealed a significant relationship between mostly all constructs in the model except the relationship between brand image and attitudinal brand loyalty. The findings clearly showed the primary effect of brand awareness and brand familiarity as the antecedents to brand image. It was concluded that brand awareness drivers brand image, customer satisfaction, brand trust and attitudinal brand loyalty. Moreover, the results indicated the critical mediating effect of brand image between its antecedents and consequences. The study also highlighted the importance of customer satisfaction and trust in order to establishing a customer's attitudinal brand loyalty. From a theoretical perspective, this study developed a brand image scale and proposed an integrated model of brand image in customer-based brand equity framework in a casual dining restaurant context. The study also provides several managerial implications for chain restaurant managers and marketers by stressing the importance of brand image in the hospitality industry with a view to enhancing the marketers' understanding of the factors that may dilute or enhance brand image and thereby provide insights into brand equity management.

Luxury Fashion Brands

Author : Han Jia
Publisher :
ISBN 13 :
Total Pages : 294 pages
Book Rating : 4.:/5 (131 download)

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Book Synopsis Luxury Fashion Brands by : Han Jia

Download or read book Luxury Fashion Brands written by Han Jia and published by . This book was released on 2017 with total page 294 pages. Available in PDF, EPUB and Kindle. Book excerpt: The purpose of this dissertation was to gain a better understanding of brand personality, perceived brand luxury, and brand experience, and how these variables impact brand equity for luxury fashion brands. The study developed a valid instrument for measuring luxury fashion brand personality and provided a relationship model to explain the relationship between brand personality and brand equity for the luxury fashion brand. To achieve those goals, an online survey was conducted in the U.S. in December 2016. A total of 707 people participated in the survey, and 387 surveys were valid. Using exploratory factor analysis, we first identified that seven factors contributed to luxury brand personality, including superiority, excitement, aristocracy, classic, creativity, opulence, and ruggedness. As such, a seven-dimensional scale including these seven factors was developed to measure luxury brand fashion personality. Next, the relationship between variables of brand personality factors, perceived brand luxury, brand experience, and brand equity were analyzed. The results of the study showed that perceived brand luxury was a partial mediator for brand personality and brand equity, and brand experience was a moderator for perceived brand luxury and brand equity. Brand personality congruity was also confirmed to be a mediator for brand personality for the luxury fashion brand. This study developed a brand personality model for the luxury fashion brand, which can be used for luxury brand practitioners to measure and manage their brands' personality. The results of this study indicate the effect of brand personality on consumer-based brand equity in the context of the luxury fashion brand. Moreover, the results indicate perceived brand luxury and brand experience have some influence on brand equity. These findings provide practitioners with a general picture of brand personality performance of luxury fashion brands and help practitioners better understanding what personality dimensions they should strengthen for improving their brand equity in future business activities.

Countering the Detrimental Influence of Negative Electronic Word of Mouth Brands

Author : Manu Bhandari
Publisher :
ISBN 13 :
Total Pages : 94 pages
Book Rating : 4.:/5 (969 download)

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Book Synopsis Countering the Detrimental Influence of Negative Electronic Word of Mouth Brands by : Manu Bhandari

Download or read book Countering the Detrimental Influence of Negative Electronic Word of Mouth Brands written by Manu Bhandari and published by . This book was released on 2015 with total page 94 pages. Available in PDF, EPUB and Kindle. Book excerpt: An experiment examined information processing of brand feedback to negative electronic word of mouth (eWOM), and the moderating role of stability and controllability of the cause of the problem on brand attitudes and purchase intentions. Brand feedback, the primary concept of this study, is defined as a written response by a business to consumers’ comments or eWOM message that seeks to strengthen or uphold the businesses’ promise to satisfy the needs or desires of the consumers. eWOM, on the other hand, is defined as any informal communication consumers have between each other about products and services online (Liu, 2006) such as online product reviews. The moderating effects of two eWOM content attributes are also examined, namely stability and controllability of the cause of the problem described in the eWOM message. The primary research question for the study is: Does brand feedback affect consumers’ brand attitudes and purchase intentions, and what is the role of stability and controllability of the cause –– conceptualized as characteristics of an eWOM message –– in moderating that effect? It is well known that eWOM influence consumers’ brand attitudes and purchase intentions, but research so far has not examined what influence, if any, brands and advertisers can have in the eWOM process, especially when brands provide feedback to an eWOM message. Previous advertising research has generally conceptualized eWOM as a static form of communication, comprised of a one-way flow of information from consumers providing the eWOM to other consumers who consume the eWOM. But advances in technology and companies’ desire to participate in the eWOM conversation has prompted eWOM that is dynamic; meaning, advertisers are able to join the eWOM conversation particularly when consumers express negative thoughts or dissatisfaction about a brand’s performance. While prior research has examined psychological processes of both positive and negative eWOM messages, the present research chooses to examine brand feedback to negative eWOM only since positive eWOM most likely would not merit a brand to provide feedback. However, not all negative eWOM carry equal cognitive weight in terms of information processing and persuasiveness (Cheung, Leo, Sia, & Chen, 2009; Cheung & Thadani, 2012) and the effect of brand feedback is likely to depend on characteristics of the eWOM message, such as whether the problem is indicated to be of a stable nature (stability) or under the control of the brand (controllability). In sum, the study is a 2 (Brand Feedback: Present/Absent) X 2 (Stability: Stable/Unstable) X 2 (Controllability: Brand-Controlled/Reviewer-Controlled) between-subjects experimental design measuring the effects of brand feedback, stability and controllability on brand attitudes and purchase intentions. In addition to the burgeoning eWOM literature, the current study draws on attribution theory, as well as the service recovery, complaint handling, and hospitality management literatures. Findings suggest that brand feedback is effective in increasing brand attitudes and purchase intentions for addressing unstable rather than stable causes, with the largest net improvement seen in brand-controlled unstable causes. Theoretically, the study adds to scholarly knowledge about the role of brands and advertisers in the eWOM communication process, and whether the effect depends on eWOM attributes such as controllability and stability of the identified cause of the problem. The present research controllability and stability of the identified cause of the problem. The present research also extends the application of attribution theory, developed originally in social psychology, to a relatively new area of online retail shopping. Practically, the study’s findings will allow advertising professionals to better strategize their brand feedback to dissatisfied consumers.