The Role of Perceived Review Credibility in the Context of Brand Equity Dilution Through Negative Product Reviews on the Internet

Silke Bambauer-Sachse, University of Fribourg, Switzerland
Sabrina Mangold, University of Fribourg, Switzerland
In this paper, we examine effects of negative product reviews on consumer-based brand equity as well as the role of review quality and perceived credibility. The results of our study show that brand equity dilution increases with increasing review quality and that review credibility plays an important role.
[ to cite ]:
Silke Bambauer-Sachse and Sabrina Mangold (2011) ,"The Role of Perceived Review Credibility in the Context of Brand Equity Dilution Through Negative Product Reviews on the Internet", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.