Can negative word-of-mouth have any impact on brand sustainability?
نویسندگان
چکیده
Companies invest large amounts of funds to support their image as an incentive make customers purchase the company's products. This paper's main objective is estimate impact negative word-of-mouth on brand/product sustainability. As represents customers' conversation regarding quality products, customer's voice often analyzed avoid experience outreach. History has carried several cases in which outreach could endanger a bottom line or even existence. The purpose our study was find out if this assumption be supported. Approximately 100000 product reviews were collected six selected categories Slovak market. quantity positive and (PWOM/NWOM) analyzed. It found that there are approximately 15 times more than ones. Based previous studies' results, worst- best-case scenarios modeled determine possible both PWOM NWOM. cases, direct reach higher On average, worst-case scenario, 3.93 In 8.85 According brand managers should focus getting thus it may have stronger effect brand's other words, ambassadors from pool satisfied with might seem reasonable strategy potential danger who not products willing spread word about dissatisfaction.
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ژورنال
عنوان ژورنال: Marketing ì menedžment ìnnovacìj
سال: 2021
ISSN: ['2218-4511', '2227-6718']
DOI: https://doi.org/10.21272/mmi.2021.1-16