The Impact of Brand Strength on Consumers’ Reactions towards E-WOM

Prior research has demonstrated a strong influence of eWOM on consumers. However, it is not known whether individuals react differently to eWOM when it concerns a strong brand rather than a weak brand. This paper therefore examines the impact of brand strength (high vs. low) on consumers’ reaction towards positive and negative eWOM. we look at reactions on both, the perception level, i.e. perceived positivity and negativity of eWOM, as well as on the behavioural level, i.e. purchase intention. Results of an experimental study (n=314) show that (positive as well as negative) eWOM has a stronger influence on purchase intention for weak brands as compared to strong brands. At a perception level, however, negative messages are seen as more negative when concerning strong brands rather than weak brands.