This research aims to investigate the (1) review effects on consumer decision making process, (2) effects of negative reviews on brand equity, and (3) consumers' likely response to a brand's request for reviews. The objective of the first essay is to investigate the nature of the relationship between skepticism and consumer decision making in an online behavior context. Its second objective is to know whether people's belief on their abilities or their hedonic principle moderates the relationship between a person's skepticism toward online reviews and their reliance on online reviews. The objective of the second essay is to explore whether negative online reviews that focus on service quality specific dimensions have a different effect on a service organization's perceived brand equity. Its second objective is to analyze the role of emotional contagion in the relationship between negative reviews related to various service quality dimensions and its effect on perceived brand equity. The main objective of the third essay is to know whether consumers are more likely to write an online review for a brand when the request comes from a higher equity brand. This essay also investigates how message trust and persuasion knowledge influence the relationship between a brand's request to write online reviews and the likelihood of consumers to write reviews. These three essays altogether contribute to the online review and the brand equity literature by providing new insights about the intricate relationship between online reviews, brand equity, and consumer decision-making.
| Identifer | oai:union.ndltd.org:unt.edu/info:ark/67531/metadc1873794 |
| Date | 12 1900 |
| Creators | Ahmad, Fayez |
| Contributors | Guzmán, Francisco, Paswan, Audhesh, Rajagopal, Priyali |
| Publisher | University of North Texas |
| Source Sets | University of North Texas |
| Language | English |
| Detected Language | English |
| Type | Thesis or Dissertation |
| Format | vii, 147 pages : illustrations (some color), Text |
| Rights | Public, Ahmad, Fayez, Copyright, Copyright is held by the author, unless otherwise noted. All rights Reserved. |
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