Nathalia Purnawirawan

We(b)care

Purpose – Consumers often discuss brands and companies online, but no research details how service providers’ responses to online reviews influence other readers’ perceptions of the reviews and responses. Based on justice theory and the accountability principle, both integrated in equity theory, the purpose of this paper is to examine how service providers should react to different degrees of negative reviews to enhance readers’ attitudes, patronage intentions, and intentions to spread positive word of mouth. Design/methodology/approach – A 3 (review set balance: positive, neutral, negative) × 6 (response strategy) full-factorial between-subjects experiment included 973 respondents. Findings – More negative balance demands more effort from the service provider to create positive attitudes and encourage behavioural intentions. If a minority of reviewers are dissatisfied, no response is necessary; if the review set is neutral, the service provider should apologize and promise to resolve the problem; if a ma...

The Impact of Managerial Responses to Online Reviews on Consumers' Perceived Trust and Attitude

Advancing technology and recent developments in communication media have created powerful possibilities for consumers to share their stories and experiences regarding a product or service online. They talk about brands and companies not only in a positive way (“Food and service in this restaurant are just great”) but also in a negative way (“This product turns out to be very disappointing”).

Brand Placements in Movies: The Impact of Modality, Prominence and Plot Connection on Attitude and Behavioral Intention

The aim of this study is to examine the impact of three essential brand placement characteristics on brand attitudes towards and purchase intentions of brands placed in movies. Previous studies examining the effectiveness of brand placement have yielded mixed results. The mixed findings indicate that not all brand placements are equally effective. This may be due to a differentiating impact of varying types of brand placements. Modality, prominence and plot connection are key constructs of brand placement that have been repeatedly shown to influence brand placement effectiveness. In the past, a majority of empirical studies measured the effectiveness of brand placements in terms of how well they are remembered (Babin and Carder 1996; Gupta and Lord 1998; Johnstone and Dodd 2000; Nelson 2002; Roehm, Roehm and Boone 2004; Vollmers and Mizerski 1994). However, since research has shown that recall may be a poor predictor of persuasion (Mackie and Asuncion 1990), research on the effectiveness of brand placements should rather focus on attitude and behavior effects. This study investigates differences in respondents’ attitudes (affective) and purchase intention (conative) towards the placed brands, according to the placements’ varying levels of modality, prominence and plot connection. To explain these effects, we draw from Paivio’s dual-coding theory (1986), the Persuasion Knowledge Model (Friestad and Wright 1994) and Russell’s (in)congruency principle (2002).