Purpose

This study developed and tested a consumer relations model to determine linkages among brand identity, reputation and value congruence with positive Word-of- Mouth (WOM) intentions.

Design/methodology/approach

An intercept survey was conducted during which 350 participants were asked about their perceptions of the store from where they are most likely to purchase coffee among options including multi-national corporations (MNCs) that have global brand identity and small to medium enterprises (SMEs) with local brand identity.

Findings

Reputation and value congruence were positively related to positive WOM intentions. Unexpectedly, respondents indicated more positive WOM intentions toward SMEs than MNCs.

Research limitations/implications

The findings suggested that value congruence and reputation are positively associated with WOM intentions. Yet, consumers indicated greater WOM intentions toward SMEs than MNCs, which implies that SMEs may be unique and have the ability to create more emotional attachment between businesses and consumers.

Practical implications

To promote consumers' positive WOM intentions, corporate/brand communication practitioners need to build a favorable reputation through effective communication that externalizes organizational values among consumers and includes companies' commitment to the communities in which they operate.

Originality/value

Like SMEs, MNCs should build quality relationships with the local community where they conduct business. Also, based on definitions of values and values congruence in the research literature, an original five-item scale of value congruence was developed and validated to measure the congruence between consumers' personal values and their perceptions of a company's values in the context of consumer relationship management.

中文翻译：

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测试声誉，价值一致性和品牌标识对口碑意图的影响

目的

这项研究开发并测试了一种消费者关系模型，以确定品牌标识，声誉和价值一致性与积极口碑（WOM）意图之间的联系。

设计/方法/方法

进行了一项拦截调查，调查期间向350名参与者询问了他们最有可能购买咖啡的商店的看法，其中包括具有全球品牌标识的跨国公司（MNC）和具有全球品牌识别权的中小型企业（SME）。当地品牌标识。

发现

声誉和价值一致性与积极的WOM意图呈正相关。出乎意料的是，与跨国公司相比，受访者表示对中小企业的WOM意图更积极。

研究局限/意义

研究结果表明，价值一致性和声誉与WOM意图成正相关。但是，与MNC相比，消费者表示对WOM的中小企业意图更大，这意味着SME可能是独一无二的，并具有在企业和消费者之间建立更多情感依恋的能力。

实际影响

为了促进消费者的积极的WOM意图，公司/品牌传播从业人员需要通过有效的传播来建立良好的声誉，这种传播将消费者之间的组织价值外在化，包括公司对他们所在社区的承诺。

创意/价值

像中小企业一样，跨国公司应与其开展业务的当地社区建立优质的关系。此外，根据研究文献中对价值和价值一致性的定义，开发并验证了原始的五个项目的价值一致性量表，以衡量在消费者关系背景下消费者的个人价值与他们对公司价值观的看法之间的一致性。管理。