Advertisement
Published in:
2016 | OriginalPaper | Chapter
Developing a Brand Talkativeness Scale
Authors : Nina Michaelidou, George Christodoulides, Uygar Kilic
Published in: Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era
Publisher: Springer International Publishing
Activate our intelligent search to find suitable subject content or patents.
Select sections of text to find matching patents with Artificial Intelligence. powered by
Select sections of text to find additional relevant content using AI-assisted search. powered by
Abstract
The increasing opportunities provided by social media platforms for consumers to express their thoughts, opinions and beliefs about brands (Kozinets 2010; Walker Naylor et al. 2012; Zyl 2008) highlight the need for understanding why consumers engage in conversations about brands, or casually ‘talk’ about brands. Previous research on consumers’ use of brand names in everyday conversations focuses predominantly on either the acquisition of brand information prior to own purchase decisions or the dissemination of brand information to benefit other consumers’ decision-making (i.e. word-of-mouth/e-word-of-mouth) (e.g. Henning-Thurau et al. 2004).