This research aims to investigate the effect of word-of-mouth (WOM) on consumer evaluation of genuine and counterfeit luxury brands with a focus on the roles of altitude functions, product type, and WOM valence. An experimental study conducted on 105 consumers in China was conducted. The results show that social-adjustive and value-expressive functions fully mediate the effect of WOM on luxury brand evaluation while partially mediate the effect of product type on luxury brand evaluation. The effect of WOM on the activation of attitude functions is more pronounced for consumers with high (vs. low) susceptibility to interpersonal influence. Managerial implications for strategic brand management and directions for future research are discussed.
|Title of host publication||Challenges and opportunities of global business in the new millennium : contemporary issues and future trends : proceedings of the Twentieth Annual World Business Congress, July 3-7, 2011 Poznan University of Economics Poznan, Poland|
|Publisher||International Management Development Association|
|Number of pages||8|
|Publication status||Published - 1 Jan 2011|
Bibliographical notePaper presented at the 20th Annual World Business Congress of the International-Management-Development-Association, Jul 03-07, 2011, Poznan, Poland.
ISBN of the source publication: 9781888624106