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A Structural Equation Modeling Approach to Investigate Negative Word of Mouth Impact on Customer-Based Brand Equity: Does Attribution Matter?

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  • Ahmed Y. Ebeid

    (Associate professor, Business Administration Department, Faculty of Commerce, Mansoura University, and Head of Business Administration Department, Faculty of Business Administration, Delta University for Science and Technology.)

  • Hesham F. Gadelrab

    (Associate professor, Educational Psychology Department, Mansoura University, and Psychology Department, Faculty of Social Sciences, Kuwait University.)

Abstract

There is a shortage in the research which addresses the relationship between negative word of mouth (WOM) communication and customer-based brand equity dilution. This research utilizes attribution theory to demonstrate the negative word-of-mouth impact on the customer-based brand equity. Structural equation modeling was used to investigate the proposed effect of negative WOM on brand equity. The study sample consists of 71 post-graduate students, the object of negative WOM was laptops which considered a highly involvement product. Experimental investigation results reveal that customer exposure to negative word-of-mouth increases the brand equity dilution. Results were discussed in the light of casual attribution theory, and practical implications were provided.

Suggested Citation

  • Ahmed Y. Ebeid & Hesham F. Gadelrab, 2014. "A Structural Equation Modeling Approach to Investigate Negative Word of Mouth Impact on Customer-Based Brand Equity: Does Attribution Matter?," International Journal of Business and Social Research, LAR Center Press, vol. 4(9), pages 1-13, September.
    • Handle: RePEc:lrc:larijb:v:4:y:2014:i:9:p:1-13
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    References listed on IDEAS

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