Can We Talk? The Impact of Willingness to Recommend on a New-to-Market Service Brand Extension Within a Social Network

Author:

Aksoy Lerzan1,Buoye Alexander2,Cooil Bruce3,Keiningham Timothy L.2,Paul DeDe4,Volinsky Chris4

Affiliation:

1. Schools of Business, Fordham University, New York, NY, USA

2. IPSOS Loyalty, Parsippany, NJ, USA

3. Owen Graduate School of Management, Vanderbilt University, Nashville, TN, USA

4. AT&T Labs Research, 180 Park Avenue, Florham Park, NJ, USA

Abstract

Adoption of new services in the marketplace, and the impact that word of mouth (WOM) has on adoption, has long been of interest to marketers. Managers have therefore become increasingly interested in measuring WOM activity most commonly through the recommend intention metric. The circumstances under which the predictive ability of this metric can be established, however, are not clear. This research provides the first longitudinal examination of the relationship bet ween recommend intention and the adoption of a new-to-market service (NTMS) brand extension. Analysis is conducted using anonymized data provided by a large U.S. telecommunications provider for 791 customers and their corresponding telephone network (11,552 individuals). The findings indicate an interaction effect where recommend intention predicts new service adoption only when the recommending customers are more recent adopters of the service and are in more frequent contact with the potential customer. Therefore, when managers are using the recommend intention metric to predict adoption, there is a need to take into consideration the exposure of the individual to others in their network and the timing of their adoption.

Publisher

SAGE Publications

Subject

Organizational Behavior and Human Resource Management,Sociology and Political Science,Information Systems

Cited by 17 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献

1. NPS spillover in brand extensions: An empirical study;International Journal of Market Research;2024-01-02

2. Strengthening postharvest technology development and improvement through feedback;International Journal of Agricultural and Applied Sciences;2023-12-20

3. Buyer perceptions of corporate brand extension attractiveness and fit in B2B services;Industrial Marketing Management;2023-11

4. Analysing customers' reviews and ratings for online food deliveries: A text mining approach;International Journal of Consumer Studies;2022-10-07

5. Is similarity a constraint for service-to-service brand extensions?;International Journal of Research in Marketing;2021-12

同舟云学术

1.学者识别学者识别

2.学术分析学术分析

3.人才评估人才评估

"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370

www.globalauthorid.com

TOP

Copyright © 2019-2024 北京同舟云网络信息技术有限公司
京公网安备11010802033243号  京ICP备18003416号-3