This Article Full Text (PDF) References Alert me when this article is cited Alert me if a correction is posted Citation Map Services Email this article to a friend Similar articles in this journal Similar articles in ISI Web of Science Alert me to new issues of the journal Add to Saved Citations Download to citation manager Add to My Marked Citations Citing Articles Citing Articles via HighWire Citing Articles via ISI Web of Science (14) Citing Articles via Google Scholar Google Scholar Articles by Brown, T. J. Articles by Gunst, R. F. Search for Related Content Social Bookmarking                   What's this?

Spreading the Word: Investigating Antecedents of Consumers’ Positive Word-of-Mouth Intentions and Behaviors in a Retailing Context

Oklahoma State University

Thomas E. Barry

Southern Methodist University

Peter A. Dacin

Queen’s University, Canada

Richard F. Gunst

Southern Methodist University

Empirical studies investigating the antecedents of positive word of mouth (WOM) typically focus on the direct effects of consumers’ satisfaction and dissatisfaction with previous purchasing experiences. The authors develop and test a more comprehensive model of the antecedents of positive WOM (both intentions and behaviors), including consumer identification and commitment. Specifically, they hypothesize and test commitment as a mediator and moderator of satisfaction on positive WOM and commitment as a mediator of identification on WOM. Using data obtained from customers of a retailer offering both products and services, they find support for all hypothesized relationships withWOMintentions and/orWOMbehaviors as the dependent variable. The authors conclude with a discussion of their findings and implications for both marketing theory and practice.

Key Words: word of mouth • identification • consumer commitment

CiteULike    Connotea    Del.icio.us    Digg    Reddit    Technorati    What's this?

This article has been cited by other articles:

				Li Miao and A. S. Mattila How and How Much To Reveal? The Effects of Price Transparency On Consumers' Price Perceptions Journal of Hospitality & Tourism Research, November 1, 2007; 31(4): 530 - 545. [Abstract] [PDF]

				M. A. Jones, K. E. Reynolds, D. L. Mothersbaugh, and S. E. Beatty The Positive and Negative Effects of Switching Costs on Relational Outcomes Journal of Service Research, May 1, 2007; 9(4): 335 - 355. [Abstract] [PDF]

				S. A. Einwiller, A. Fedorikhin, A. R. Johnson, and M. A. Kamins Enough Is Enough! When Identification No Longer Prevents Negative Corporate Associations Journal of the Academy of Marketing Science, April 1, 2006; 34(2): 185 - 194. [Abstract] [PDF]