The European Business and Management Conference 2015, Brighton
,
United Kingdom
Official Conference Proceedings

The European Business and Management Conference 2015, Brighton
,
United Kingdom
Official Conference Proceedings

The European Business and Management Conference 2015, Brighton
,
United Kingdom
Official Conference Proceedings

The aim of this study is to determine the effects of consumer-to-consumer online
reviews on the drivers of customer equity (CE) and the role of brand trust. An
experimental online forum was purpose-built and a restricted probability sample of
269 participants was drawn from a registered online panel. The research finds: (a)
that the valence of consumer-to-consumer online reviews positively affects customer
equity; (b) that negative online reviews cause have the highest relative impact on
customer equity, and (c) as brand trust increases, the change in the customer equity
drivers tend to become more negative.
Keywords: online reviews, customer equity, brand trust

Jo Rhodes
Glenn Asano
Peter Lok