IDEAS home Printed from https://ideas.repec.org/a/taf/jgsmks/v31y2021i3p260-272.html
   My bibliography  Save this article

Do all, or only some personality types engage in spreading negative WOM? An experimental study of negative WOM, big 5 personality traits and brand personality

Author

Listed:
  • Vanitha Swaminathan
  • Umut Kubat Dokumaci

Abstract

The focus of this research is on examining the interrelationships among brand personality, human personality traits, and the propensity to spread online negative word of mouth (WOM). The results across two studies show that consumers with higher levels of neuroticism (or lower emotional stability) have a greater propensity to spread negative WOM for a sincere brand than for an exciting brand. Conversely, consumers with higher levels of emotional stability exhibit no significant differences in negative WOM across sincere and exciting brands. Implications of these findings for theory are discussed, along with directions for future research.

Suggested Citation

  • Vanitha Swaminathan & Umut Kubat Dokumaci, 2021. "Do all, or only some personality types engage in spreading negative WOM? An experimental study of negative WOM, big 5 personality traits and brand personality," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 31(3), pages 260-272, July.
    • Handle: RePEc:taf:jgsmks:v:31:y:2021:i:3:p:260-272
    DOI: 10.1080/21639159.2020.1808837
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/21639159.2020.1808837
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/21639159.2020.1808837?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Faheem Gul Gilal & Justin Paul & Asha Thomas & Lia Zarantonello & Rukhsana Gul Gilal, 2023. "Brand passion: a systematic review and future research agenda," Journal of Brand Management, Palgrave Macmillan, vol. 30(6), pages 490-515, November.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:jgsmks:v:31:y:2021:i:3:p:260-272. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/RGAM20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.