The difeeentia impict f reind afliatl fn teiditfnia ind fnaine WOM
Eelen, Özturan & Verlegh
Thefel
The difeeeence betweeen ofiene aend oenliene WOM is that speakieng (ofienene is moee spoentaeneous thaen
weitieng (oenlienene eWOM peoviides coensumees with moee oppoetuenit aend a steoengee eneed to be
delibeeate (to debatene because eWOM is moee as encheoenous, ofiene theee is less dela betweeen
eespoenses Oenliene coensumees aee moee caeeful
Lfliatl: a commitmeent to pateoenize a peefeeeed peoduct oe seeviice coensisteentl ien the futuee, despite
situatioenal ienfueences aend maeketieng efoets haviieng the poteential to cause switchieng behaviioue
Thoughts aend feeliengs about the beaend come to miend moee easil aend feequeentl foe lo al customees
Ien teaditioenal WOM, these ienceeased leviels of accessibilit should eesult ien highee leviels of woed of
mouth foe coensumees who aee moee lo al to a beaend eWOM eequiees additioenal motiviatioen befoee
thienkieng about a beaend teaenslates to talkieng about it, so coensumees will less spoentaeneousl shaee theie
positivie thoughts about a beaend
Hlpfthesis 1: beaend lo alt is positiviel eelated to WOM
Hlpfthesis 2: the eelatioenship betweeen beaend lo alt aend WOM is modeeated b the commuenicatioen
chaenenel The eelatioen is weakee foe eWOM thaen foe ien-peesoen WOM
Beaends help coensumees expeess who the aee aend who the waent to be Coensumees aee moee likel to
eengage ien eWOM foe beaends to commuenicate desieed aspects of theie ideentit to othees
Sea -reind cfnnectfn: the exteent to which a beaend is iencoepoeated iento the self aend s mbolizes who
someoene is oe waents to be
A steoengee self-beaend coenenectioen eenhaences the exteent to which coensumees aee able to use a beaend to
expeess themselvies, which ma eenhaence theie teendeenc to eengage ien positivie WOM about the beaend
Lo al coensumees’ eWOM eengagemeent ma be highee wheen the feel steoengee coenenected with a
beaend
Because lo al coensumees havie a steoeng peefeeeence foe theie beaend, the aee moee willieng to ovieecome
obstacles to bu the beaend aend coentienue bu ieng it The aee moee willieng to eengage ien WOM wheen
the feel the eneed to suppoet the beaend
Hlpfthesis 3i: self-
beaend coenenectioen
eenhaences the positivie
eelatioen betweeen
lo alt aend eWOM
Hlpfthesis 3r: the
desiee to help a beaend
eenhaences the positivie
eelatioen betweeen
lo alt aend eWOM
Eelen, Özturan & Verlegh
Thefel
The difeeeence betweeen ofiene aend oenliene WOM is that speakieng (ofienene is moee spoentaeneous thaen
weitieng (oenlienene eWOM peoviides coensumees with moee oppoetuenit aend a steoengee eneed to be
delibeeate (to debatene because eWOM is moee as encheoenous, ofiene theee is less dela betweeen
eespoenses Oenliene coensumees aee moee caeeful
Lfliatl: a commitmeent to pateoenize a peefeeeed peoduct oe seeviice coensisteentl ien the futuee, despite
situatioenal ienfueences aend maeketieng efoets haviieng the poteential to cause switchieng behaviioue
Thoughts aend feeliengs about the beaend come to miend moee easil aend feequeentl foe lo al customees
Ien teaditioenal WOM, these ienceeased leviels of accessibilit should eesult ien highee leviels of woed of
mouth foe coensumees who aee moee lo al to a beaend eWOM eequiees additioenal motiviatioen befoee
thienkieng about a beaend teaenslates to talkieng about it, so coensumees will less spoentaeneousl shaee theie
positivie thoughts about a beaend
Hlpfthesis 1: beaend lo alt is positiviel eelated to WOM
Hlpfthesis 2: the eelatioenship betweeen beaend lo alt aend WOM is modeeated b the commuenicatioen
chaenenel The eelatioen is weakee foe eWOM thaen foe ien-peesoen WOM
Beaends help coensumees expeess who the aee aend who the waent to be Coensumees aee moee likel to
eengage ien eWOM foe beaends to commuenicate desieed aspects of theie ideentit to othees
Sea -reind cfnnectfn: the exteent to which a beaend is iencoepoeated iento the self aend s mbolizes who
someoene is oe waents to be
A steoengee self-beaend coenenectioen eenhaences the exteent to which coensumees aee able to use a beaend to
expeess themselvies, which ma eenhaence theie teendeenc to eengage ien positivie WOM about the beaend
Lo al coensumees’ eWOM eengagemeent ma be highee wheen the feel steoengee coenenected with a
beaend
Because lo al coensumees havie a steoeng peefeeeence foe theie beaend, the aee moee willieng to ovieecome
obstacles to bu the beaend aend coentienue bu ieng it The aee moee willieng to eengage ien WOM wheen
the feel the eneed to suppoet the beaend
Hlpfthesis 3i: self-
beaend coenenectioen
eenhaences the positivie
eelatioen betweeen
lo alt aend eWOM
Hlpfthesis 3r: the
desiee to help a beaend
eenhaences the positivie
eelatioen betweeen
lo alt aend eWOM
