Corporate Reputation and eWOM: exploring the moderating role of Brand Love

Mohamad Hashem; Muhammed S. Alnsour; Carla  Ruiz-Mafe; Rafael Curras-Pérez

doi:10.17163/ret.n30.2025.06

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Publicado: Sep 29, 2025

Actualizado: 2025-09-29

Versiones:

2025-09-29 (3)

2025-09-29 (2)

2025-09-26 (1)

DOI: https://doi.org/10.17163/ret.n30.2025.06

Palabras clave:

recomendación, automóviles, reputación, compromiso, satisfacción, marcas, precio, clientes

Mohamad Hashem

Universidad de Valencia,

https://orcid.org/0009-0003-1198-0315

Muhammed S. Alnsour

Al-Balqa Applied University

https://orcid.org/0000-0001-5610-2506

Carla Ruiz-Mafe

Universidad de Valencia

https://orcid.org/0000-0002-5051-868X

Rafael Curras-Pérez

Universidad de Valencia

https://orcid.org/0000-0002-3092-8235

Resumen

Este estudio analiza las relaciones entre la reputación corporativa, satisfacción del cliente, compromiso con la marca y comunicación boca-oído (eCBO) con especial atención al efecto moderador del amor a la marca. El análisis de datos se realizó mediante modelos de ecuaciones estructurales con mínimos cuadrados parciales (SEM-PLS) con una muestra de 317 compradores de automóviles durante 2020-2022. La reputación corporativa, mediada por la satisfacción, aumenta el compromiso con la marca del cliente, lo que a su vez impulsa el eCBO para las marcas de automóviles. El carácter distintivo de la marca y la justicia percibida en precios son predictores robustos de la reputación corporativa. El impacto de la reputación corporativa en la satisfacción del cliente con el concesionario de automóviles es menor para los clientes que aman la marca del automóvil adquirido. Este trabajo es novedoso al explicar la eCBO a través de la reputación corporativa, la satisfacción y el compromiso de la marca del cliente. También proporciona nuevos conocimientos al revelar: (i) el papel moderador negativo del amor a la marca en la relación entre la reputación corporativa y la satisfacción (ii) el papel mediador de la satisfacción al vincular la reputación corporativa con el compromiso de la marca del cliente; (iii) cómo se puede explicar la reputación corporativa a través de los efectos del carácter distintivo de la marca y la justicia percibida en precios del concesionario.

Número

Vol. 15 Núm. 30 (2025): (octubre-marzo)

Sección

Artículos destinados a la sección miscelánea

Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.

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Biografía del autor/a

Mohamad Hashem, Universidad de Valencia,

Business Developer Supervisor, Abu Khader Automotive PHD student, University of Valencia

Muhammed S. Alnsour, Al-Balqa Applied University

Associate Professor Al-Balqa Applied University

Carla Ruiz-Mafe, Universidad de Valencia

Professor of Marketing Department of Marketing. University of Valencia

Rafael Curras-Pérez, Universidad de Valencia

Associate Professor, University of Valencia

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