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1、MITCHELLJ.LOVETT,RENANAPERES,andRONSHACHAR*Brandsandwordofmouth(WOM)arecornerstonesofthemarketingfield,andyettheirrelationshiphasreceivedrelativelylittleattention.ThisstudyaimstoenhanceunderstandingofbrandcharacteristicsasantecedentsofWOMbyexecutingacomprehensiveempiric
2、alanalysis.Forthispurpose,theauthorsconstructedauniquedatasetononlineandofflineWOMandcharacteristicsformorethan600ofthemosttalked-aboutU.S.brands.Toguidethisempiricalanalysis,theypresentatheoreticalframeworkarguingthatconsumersspreadWOMonbrandsasaresultofsocial,emotiona
3、l,andfunctionaldrivers.Usingthesedrivers,theauthorsidentifyasetof13brandcharacteristicsthatstimulateWOM,includingthree(levelofdifferentiation,excitement,andcomplexity)thathavenotbeenstudiedtodateasWOMantecedents.Theauthorsfindthatwhereasthesocialandfunctionaldriversaret
4、hemostimportantforonlineWOM,theemotionaldriveristhemostimportantforofflineWOM.TheseresultsprovideaninsightfulperspectiveonWOMandhavemeaningfulmanagerialimplicationsforbrandmanagementandinvestmentinWOMcampaigns.Keywords:wordofmouth,brands,complexity,differentiation,estee
5、m,online,offlineOnBrandsandWordofMouthDodifferentiatedbrandsgetmoreorlesswordofmouthanswerthesequestions.Morebroadly,althoughbrandsand(WQM)thanothers?DoesthelevelofdifferentiationmatterWQMareeomerstonesofthemarketingfield,therelationshipintermsofWQM?Whataboutthedegreeof
6、abrand'seom-betweenthemhasreceivedrelativelylittleattention.Althoughplexityoritslevelofexeitement?Extantresearehdoesnottheliteraturehasexploredmanyaspectsoftheimpact(e.g..ChevalierandMayzlin2006),dynamics(e.g.,Yangetal.2012),andsocialnetworkingdimensions(e.g.,Goldenberg
7、*MitchellJ.LovettisAssistantProfessorofMarketing,SimonBusinessetal.2006;Katona,Zubesek,andSarvary2011)ofWOM,School,UniversityofRochester(e-mail:mitch.lovett@simon.rochester.edu).RenanaPeresisLecturer(AssistantProfessor)ofMarketing,Schoolunderstandingofbrandeharactedstic
8、sasantecedentstoWQMofBusinessAdministration,HebrewUniversityofJerusalem(e-mail:issurprisinglylimited.Thatis,th
