Rumour outbreak: The impact of personal characteristics on consumer decision-making

Thesis


Kobinah, Thomas. (2013). Rumour outbreak: The impact of personal characteristics on consumer decision-making [Thesis]. https://doi.org/10.4226/66/5a96321cc68a9
AuthorsKobinah, Thomas
Qualification nameDoctor of Philosophy (PhD)
Abstract

The purpose of this research was to investigate the effect of brand commitment, personal values and consumer self-confidence on consumer decision-making during the outbreak of rumours in the marketplace. Word-of-mouth communication in the form of commercial rumours, have been of great concern to many marketing practitioners and consumer behaviour experts. This is because an outbreak of rumour tends to have a devastating effect not only on the target company’s sales, but also a long-term negative effect on the company’s reputation. In some cases, apart from negatively affecting the target products, it also affects other products manufactured by the target company through stimulus generalisation, thereby eroding the company’s sales in other products under the same umbrella brand name...

Year2013
PublisherAustralian Catholic University
Digital Object Identifier (DOI)https://doi.org/10.4226/66/5a96321cc68a9
Research GroupPeter Faber Business School
Final version
Publication dates14 Oct 2013
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https://acuresearchbank.acu.edu.au/item/86814/rumour-outbreak-the-impact-of-personal-characteristics-on-consumer-decision-making

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Babalola, Mayowa T., Ren, Shuang, Kobinah, Thomas, Qu, Yuanmei Elly, Garba, Omale A. and Guo, Liang. (2019). Negative workplace gossip : Its impact on customer service performance and moderating roles of trait mindfulness and forgiveness. International Journal of Hospitality Management. 80, pp. 136-143. https://doi.org/10.1016/j.ijhm.2019.02.007
Why consumers switch and sway between brands during the outbreak of rumour
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