Question

Subject: Marketing

Based on article title: What does the brand say? Effects of brand feedback to negative eWOM on brand trust and purchase intentions.

Manu Bhandari & Shelly Rodgers (2018) What does the brand say? Effects of brand feedback to negative eWOM on brand trust and purchase intentions, International Journal of Advertising, 37:1, 125-141,

To link to this article: https://www.researchgate.net/profile/Shelly_Rodgers/publication/318794968_What_does_the_brand_say_Effects_of_brand_feedback_to_negative_eWOM_on_brand_trust_and_purchase_intentions/links/5a9af9b6aca2721e3f301785/What-does-the-brand-say-Effects-of-brand-feedback-to-negative-eWOM-on-brand-trust-and-purchase-intentions.pdf

Question:

Base on this selected research paper:

Are theoretical and practical implications of the findings discussed?

Answer 1

Yes, theoretical and practical implications of the findings were discussed.

The theoretical implications of the findings were that Brand feedback has negative implications on brand so they should carefully strategize brand feedback in e-WOM environment.

The practical implications of the finding suggests that advertisers, managers any brands can use the to develop plan and strategically decide about brand feedback in e-WOM.