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Tuesday, 01 December 2015

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@Steve, the impact of WOM on brand equity has not been empirically proven. There are cases where the data are consistent with the hypothesis. We would all be very surprised if there were no link between WOM and brand equity (although most of us may feel that brand equity drives WOM at least as much as WOM drives brand equity) - but there is not a model that explains it and the effects we see appear to vary by time, brand, and occasion. I hate to be picky, honestly, but evidence does not prove a theory, it only supports it :-)

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10:23 pm