D4. How the Product Positioning Affect the Influence of Online Consumer Reviews on Consumer Intentions

Research in marketing indicates that different review types lead consumers to distinct intentions. However, an important element of this relationship has not received enough attention: the reviewed product positioning. This paper shows that product positioning influences such relationship. Further, this interaction between products and reviews is explained by reviews diagnosticity.


Helison Bertoli Alves Dias, José Carlos Korelo, Danielle Mantovani, Cecilia Souto Maior, and Paulo Henrique Muller Prado (2018) ,"D4. How the Product Positioning Affect the Influence of Online Consumer Reviews on Consumer Intentions", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 899-899.


Helison Bertoli Alves Dias, Federal University of Paraná
José Carlos Korelo, Federal University of Paraná
Danielle Mantovani, Federal University of Paraná
Cecilia Souto Maior, Federal University of Paraná
Paulo Henrique Muller Prado, Federal University of Paraná


NA - Advances in Consumer Research Volume 46 | 2018

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