Retail Brand Personality and Brand Relationship Quality as initiators of E-Word of Mouth

Abstract

Purpose - The primary objective of this research is to scrutinize the effects of retail brand personality and brand relationship quality on electronic word-of-mouth. This study also examines the mediating role of eWOM between brand personality and brand relationship quality.

Study Design/Methodology/Approach - The research utilizes a survey methodology to collect data from a sample of 300 young consumers were selected from various retailer stores in different cities across Pakistan, selected via convenience sampling. The response rate was 91%. A self-reported questionnaire was used to collect data. Statistical analysis was conducted using SPSS 21.0, applying both descriptive statistics and inferential statistics techniques.

Findings- The results indicated that 26% of the participants were female and 74% were male.  31% of the participants have a family income ranging from 28,000PKR to 38,000PKR per month. In a similar vein, 39% of respondents indicated that they visited retailers twice per month. Moreover, findings indicate that retail brand personality has a positive correlation with brand relationship quality (r = 0.48**), and electronic word-of-mouth (r = 0.30**), as well as with intentions of store patronage (r = 0.27*). It was also established that eWOM acts as a mediator in the relationship between brand relationship quality and store patronage intentions.

Practical Implications- Retailers can leverage their unique brand personality trails that foster strong relationship quality to stimulate positive electronic word-of-mouth. All the positive determinants of eWOM can be utilized by marketers to convince consumers to visit their retail location or purchase their product. It may also aid them in averting negative consumer perceptions of their establishment.

Originality/Novelty- The dynamic of eWOM referrals, especially when originating from reputable and experienced sources, significantly shape consumers’ purchasing behavior. Positive eWOM enhances the relationship between consumer and a brand, influencing their likelihood to visit or revisit the brand store.