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The Influence of Internet Entrepreneur-Related Word-of-Mouth (WOM) on Corporate Image Association

Author

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  • Bing Yuan

    (School of Economics and Management, Zhejiang Normal University, Jinhua 321004, China)

  • Alessandro M. Peluso

    (Department of Management and Economics, University of Salento, 73100 Lecce, Italy)

Abstract

Both the consumer’s corporate social responsibility association and enterprise production capacity association are beneficial to business sustainable development. Based on Chinese traditional culture and from the perspective of Stereotype Content Model, this paper explores the relationship between two types of entrepreneur-related Word-of-mouth (WOM) and the two afore-mentioned types of consumer’s associations. On the one hand, the results show that the entrepreneur-related WOM labeled as “making yourself a person”, which emphasizes the personal qualities of the entrepreneur, may prompt consumers to form corporate social responsibility associations. On the other hand, the entrepreneur-related WOM labeled as “managing your own affairs”, which emphasizes the ability of the entrepreneur, may cause consumers to form associations regarding the enterprise’s production capacity. The mechanism underlying these effects is that the former type of entrepreneur-related WOM stimulates the consumer’s perception of the entrepreneur’s warmth, while the latter stimulates the consumer’s perception of the entrepreneur’s competence.

Suggested Citation

  • Bing Yuan & Alessandro M. Peluso, 2019. "The Influence of Internet Entrepreneur-Related Word-of-Mouth (WOM) on Corporate Image Association," Sustainability, MDPI, vol. 11(6), pages 1-15, March.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:6:p:1737-:d:216268
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    References listed on IDEAS

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    Cited by:

    1. Chunting Liu & Shanshan Wang & Guozhu Jia, 2020. "Exploring E-Commerce Big Data and Customer-Perceived Value: An Empirical Study on Chinese Online Customers," Sustainability, MDPI, vol. 12(20), pages 1-22, October.
    2. Bing Yuan & Alessandro M. Peluso, 0. "The impact of electronic entrepreneur-related word of mouth on brand evaluation," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-14.
    3. Bing Yuan & Alessandro M. Peluso, 2021. "The Influence of Word-Of-Mouth Referral on Consumers’ Purchase Intention: Experimental Evidence from WeChat," Sustainability, MDPI, vol. 13(2), pages 1-18, January.
    4. Bing Yuan & Alessandro M. Peluso, 2020. "The impact of electronic entrepreneur-related word of mouth on brand evaluation," Journal of Brand Management, Palgrave Macmillan, vol. 27(5), pages 579-592, September.

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