Marketing Letters

, Volume 7, Issue 2, pp 187–199 | Cite as

Effects of product-specific word-of-mouth communication on product category involvement

  • Joan L. Giese
  • Eric R. Spangenberg
  • Ayn E. Crowley
Article

Abstract

Drawing primarily from categorization theory, this paper presents justification for the effects of word-of-mouth (WOM) communication on product category involvement. Results of an empirical test of this relationship are presented showing an enduring effect of positive WOM communication on product category involvement; this effect was not found for negative WOM. These results suggest that positive WOM about one firm's brand may help competitors by increasing involvement, thus generating more sales (not necessarily of one's own brand) in an entire product category. Our findings, coupled with categorization theory, provide support for a series of propositions presented concerning the effects of changes in product category involvement on nondiscussed brand attitudes and purchase intentions.

Key words

word-of-mouth involvement product category 

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Copyright information

© Kluwer Academic Publishers 1996

Authors and Affiliations

  • Joan L. Giese
    • 1
  • Eric R. Spangenberg
    • 2
  • Ayn E. Crowley
    • 3
  1. 1.Department of MarketingWashington State UniversityPullmanUSA
  2. 2.Department of MarketingWashington State UniversityPullmanUSA
  3. 3.Department of MarketingDrake UniversityDes MoinesUSA

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