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Credibility of online reviews and its impact on brand image

机译：在线评论的可信度及其对品牌形象的影响

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摘要

Purpose - Brand image is considered as a signaling phenomenon because high brand image ensures quality product that can reduce consumer's uncertainty. A strong brand image induces consumers to pay higher prices, which in turn provides competitive advantage and market success to a company. Online reviews, blogs and texts on brand usage experiences are more effective than oral communication to build a strong brand image. Online reviews on products create distinct places for brands in the consumer's mind, and thus ultimately affect images of the brands. Therefore, the purpose of this study is to investigate the effects of online reviews on functional and hedonic brand images in the context of consumer electronic products in India. Design/methodology/approach - The present study adopts a novel approach to collect data. The data have been collected from select e-commerce sites' brand pages on Facebook through Google form application. A number of respondents are 1,038. Structural equation modeling technique has been used to examine the effects of online reviews on functional and hedonic brand images. Findings - The data analysis reveals that source and review quality have more significant effect on credibility evaluation of online reviews as compared to the effects of review consistency and receiver. Moreover, credible online reviews have more impact on hedonic brand image rather than functional brand image in the context of consumer electronics product in India. Originality/value - The present study combines Yale attitude change model and attribution theory to examine the effects of online reviews on brand image.
机译：目的-品牌形象被认为是一种信号现象，因为高品牌形象可确保产品质量降低消费者的不确定性。强大的品牌形象会诱使消费者支付更高的价格，从而为公司提供竞争优势和市场成功。关于建立品牌使用体验的在线评论，博客和文字比建立口碑传播更有效。产品的在线评论在消费者心目中为品牌创造了不同的位置，从而最终影响了品牌的形象。因此，本研究的目的是调查印度消费电子产品中在线评论对功能性和享乐性品牌形象的影响。设计/方法/方法-本研究采用一种新颖的方法来收集数据。数据是通过Google表单应用程序从Facebook上特定电子商务网站的品牌页面上收集的。大量受访者是1,038。结构方程建模技术已用于检查在线评论对功能性和享乐性品牌形象的影响。调查结果-数据分析表明，与评论一致性和接收者的影响相比，来源和评论质量对在线评论的可信度评估具有更大的影响。此外，在印度的消费电子产品中，可靠的在线评论对享乐品牌形象的影响更大，而不是功能性品牌形象的影响。原创性/价值-本研究结合耶鲁大学态度转变模型和归因理论，研究了在线评论对品牌形象的影响。

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