口碑营销与市场营销在什么时候最能推动品牌表现?

IF 4 Q2 BUSINESS

Journal of Marketing Analytics Pub Date : 2023-11-10 DOI:10.1057/s41270-023-00267-x

S. Cem Bahadir, Koen Pauwels

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引用次数: 0

摘要

新兴市场为了解口碑驱动因素的品牌经理提供了机会。是什么促使消费者分享品牌的正面口碑?是他们对其产品属性的认知，对其广告的认知，还是从他人那里获得的口碑?在本研究中，我们探讨了收到口碑(r口碑)、营销组合和品牌感知变量对印度和泰国洗发水产品口碑传播的影响，并与成熟市场日本进行了对比。向量自回归模型表明，所研究的变量对口碑传播的影响取决于品牌性能稳定性和消费者对产品类别的参与。对于成长型(与衰退型)品牌而言，营销组合对口碑传播的影响要大于r口碑在各个国家的传播。RWOM对PWOM传播的影响在高参与消费者中比在低参与消费者中更大。RWOM对PWOM传播影响的差异取决于品牌业绩的稳定性。因此，在试图刺激口碑时，管理者应该考虑品牌绩效稳定性和消费者参与度，而不是营销组合。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

When does word of mouth versus marketing drive brand performance most?

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When does word of mouth versus marketing drive brand performance most?

Abstract Emerging markets present opportunities to brand managers who understand the drivers of word of mouth (WOM). What motivates consumers to share positive WOM (PWOM) about brands? Is it their perception of its product attributes, perception of its advertising, or the receipt of WOM from others? In this study, we explore the effects of received WOM (RWOM) and marketing mix and brand perception variables on the transmission of WOM for shampoo products in India and Thailand and contrast them with the mature market of Japan. Vector autoregressive models show that the impact of the studied variables on WOM transmission depends on brand performance stability and consumer involvement with the product category. The marketing mix has a greater impact on WOM transmission than RWOM across the countries for growing (vs. declining) brands. The impact of RWOM on the transmission of PWOM is greater for high- than low-involvement consumers. The difference in the impact of RWOM on the transmission of PWOM depends on the stability of brand performance. Managers should thus consider brand performance stability and consumer involvement versus the marketing mix when trying to stimulate WOM.

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来源期刊

Journal of Marketing Analytics BUSINESS-

CiteScore

5.40

自引率

16.70%

发文量

期刊介绍： Data has become the new ore in today’s knowledge economy. However, merely storing and reporting are not enough to thrive in today’s increasingly competitive markets. What is called for is the ability to make sense of all these oceans of data, and to apply those insights to the way companies approach their markets, adjust to changing market conditions, and respond to new competitors. Marketing analytics lies at the heart of this contemporary wave of data driven decision-making. Companies can no longer survive when they rely on gut instinct to make decisions. Strategic leverage of data is one of the few remaining sources of sustainable competitive advantage. New products can be copied faster than ever before. Staff are becoming less loyal as well as more mobile, and business centers themselves are moving across the globe in a world that is getting flatter and flatter. The Journal of Marketing Analytics brings together applied research and practice papers in this blossoming field. A unique blend of applied academic research, combined with insights from commercial best practices makes the Journal of Marketing Analytics a perfect companion for academics and practitioners alike. Academics can stay in touch with the latest developments in this field. Marketing analytics professionals can read about the latest trends, and cutting edge academic research in this discipline. The Journal of Marketing Analytics will feature applied research papers on topics like targeting, segmentation, big data, customer loyalty and lifecycle management, cross-selling, CRM, data quality management, multi-channel marketing, and marketing strategy. The Journal of Marketing Analytics aims to combine the rigor of carefully controlled scientific research methods with applicability of real world case studies. Our double blind review process ensures that papers are selected on their content and merits alone, selecting the best possible papers in this field.