The influence of online reviews and brand trust and customer equity: Consumer equity

Glenn Asano, Ting Pong Vincent Cheng, Joan Rhodes, Peter Lok

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)


Using a restricted probability sample of 269 participants, the key findings were: (a) that negative online reviews have a higher negative impact on customer equity than positive online reviews; this is a significant finding because previous findings were mainly short-term focus (on willingness to purchase) and long-term measurement such as 'customer equity' could provide management with new knowledge on negative online reviews; (b) 'brand equity' driver has the greatest impact on customer equity as compared to the other two drivers ('value' and 'relationship'). This is a significant new finding which could assist management in redirecting its resources; (c) brand trust was unexpectedly found to have a negative relationship with the drivers of customer equity. This could be that long-term outcome as brand trust may prove to be difficult to measure in a cross-sectional study. Furthermore, online reviews have no significant relationship with 'brand trust.' This may be that brand trust may be more important in short-term outcomes with online reviews.

Original languageEnglish
Pages (from-to)30-43
Number of pages14
JournalJournal of Electronic Commerce in Organizations
Issue number4
Publication statusPublished - 1 Oct 2019


  • Brand Trust
  • Consumer Equity
  • Online Reviews


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