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The Influence of Online Reviews and Brand Trust and Customer Equity: Consumer Equity

The Influence of Online Reviews and Brand Trust and Customer Equity: Consumer Equity

Glenn Asano, Ting Pong Vincent Cheng, Joan Rhodes, Peter Lok
Copyright: © 2019 |Volume: 17 |Issue: 4 |Pages: 14
ISSN: 1539-2937|EISSN: 1539-2929|EISBN13: 9781522563938|DOI: 10.4018/JECO.2019100103
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MLA

Asano, Glenn, et al. "The Influence of Online Reviews and Brand Trust and Customer Equity: Consumer Equity." JECO vol.17, no.4 2019: pp.30-43. http://doi.org/10.4018/JECO.2019100103

APA

Asano, G., Cheng, T. P., Rhodes, J., & Lok, P. (2019). The Influence of Online Reviews and Brand Trust and Customer Equity: Consumer Equity. Journal of Electronic Commerce in Organizations (JECO), 17(4), 30-43. http://doi.org/10.4018/JECO.2019100103

Chicago

Asano, Glenn, et al. "The Influence of Online Reviews and Brand Trust and Customer Equity: Consumer Equity," Journal of Electronic Commerce in Organizations (JECO) 17, no.4: 30-43. http://doi.org/10.4018/JECO.2019100103

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Abstract

Using a restricted probability sample of 269 participants, the key findings were: (a) that negative online reviews have a higher negative impact on customer equity than positive online reviews; this is a significant finding because previous findings were mainly short-term focus (on willingness to purchase) and long-term measurement such as ‘customer equity' could provide management with new knowledge on negative online reviews; (b) ‘brand equity' driver has the greatest impact on customer equity as compared to the other two drivers (‘value' and ‘relationship'). This is a significant new finding which could assist management in redirecting its resources; (c) brand trust was unexpectedly found to have a negative relationship with the drivers of customer equity. This could be that long-term outcome as brand trust may prove to be difficult to measure in a cross-sectional study. Furthermore, online reviews have no significant relationship with ‘brand trust.' This may be that brand trust may be more important in short-term outcomes with online reviews.

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