긍정적 정보와 부정적 정보의 자사 및 경쟁 브랜드 평가: 자신감과 브랜드 평가 모형

Purpose: In a competitive situation, positive or negative WOM of a competitive brand may affect one's own brand positively or negatively. We explore and compare these possibilities in different situations. Design/methodology/approach: Considering four product categories (sedative, hair salon, soju, family restaurant), we divided respondents into four groups for each product category, and examined the differences, as well as a brand equity model with confidence and without confidence. Results/findings: A negative message for one's own brand has the lowest value, and three other cases (for own positive message, and negative or positive for a competitive brand). The model with confidence concept outperforms the model without confidence. Research implications/limitations: We should consider competitive situations for on-line WOM. Confidence is an important concept for WOM. Future work/research: To examine positive/negative on-line WOM, we need to incorporate more than the top-two leading brands in product categories. . Originality/value: The roles of on-line WOM in a competitive situation could differ from those in a non-competitive situation.