April 2022

Mohammad Anas Wahaj | 25 apr 2022

Generating positive word-of-mouth (WOM) is one of the important component of brand influence. Nowadays, brands utilize influencer marketing strategies to get WOM. The study, 'How implicit self-theories and dual-brand personalities enhance word-of-mouth' [Authors: Arvind Sahay (Indian Institute of Management Ahmedabad), Sudipta Mandal (Indian Institute of Management Indore), Adrian Terron (Tata Group), Kavita Mahto (Tata Sons Ltd)], published in European Journal of Marketing, investigates how and why consumers' mindsets can influence their WOM intentions toward a brand and the consequent implications for a brand's personality. The research study finds that fixed (growth) mindset individuals exhibit greater WOM intentions than growth (fixed) mindset individuals for motives of 'impression management' ('learning and information acquisition'). Moreover, the study results also demonstrate that brands that exhibit dual personality dimensions simultaneously, one salient and the other non-salient at any instant, garner equivalent WOM intentions from both fixed and growth mindset individuals, contingent on the fit between the salient brand personality dimension and the dominant consumer mindset. Finally, using a real brand, it can be seen that WOM intentions actually translate into behavior'. Prof. Arvind Sahay says, 'In today's world, influencers, both offline and online world, influencers, both offline and online, help you to sell your brand. Many of these influencers will have different kinds of personalities. As a brand, if I can build personalities of the brand itself, that appeals more to different kinds of influencers, they will generate more word-of-mouth.' Prof. Sahay suggests, 'Brands which have a purpose, brands which empathise with their customers, brands who try to connect with their customers are going to do better.' Read on...

The Economic Times: Brands could have dual personalities in an influencer-led economy: Arvind Sahay, marketing professor, IIM-A
Authors: Chehneet Kaur, Prasad Sangameshwaran

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