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The role of negative online reviews on brand image: the judges behind the screen effect

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Resumo:Online consumer reviews (OCRs) have become an important milestone in the consumer decision-making process, profoundly shaping brand perceptions. The purpose of this research is to investigate the effects of OCRs on brand image, emphasizing the influence of negative online reviews on brand image through consumers' attitudes and the perceived helpfulness of reviews, as well as the influence of review valence and type of information (utilitarian or hedonic) for the Portuguese population. It was employed a questionnaire with four scenarios, and data analysis was conducted using the bootstrapping technique and multigroup analysis in SmartPLS 4. The findings reveal that both positive and negative OCRs significantly impact brand image, with negative reviews exerting a stronger influence. Negative reviews, particularly those featuring utilitarian information, are perceived as more helpful and impactful on brand image. Additionally, positive consumer attitudes towards OCRs enhance brand image, while the quality and perceived enjoyment of OCRs further contribute to their perceived helpfulness. By highlighting the importance of review valence and content type in shaping brand image, this study provides valuable insights into how the valence of reviews and the type of information influence the perceived helpfulness of OCRs and their subsequent impact on brand image, important for businesses seeking to manage their online reputation as well as to influence consumer perceptions and build stronger brand-consumer relationship.
Autores principais:Silva, Maria Inês Martins
Assunto:Negative Online Reviews Brand Image Online Consumer Reviews Review Valence Utilitarian information Hedonic information SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure
Ano:2025
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso aberto
Instituição associada:Universidade Nova de Lisboa
Idioma:inglês
Origem:Repositório Institucional da UNL

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