To determine which aspects of negative online reviews, have the greatest effect on the brand equity of Doppio Zero.

Abstract

Brand equity, which is influenced by various factors, is a crucial element for the success of organisations within South Africa and globally. In order for organisations to build brand equity, they need to consider the following factors: customer perceptions, brand associations, brand loyalty, brand image and brand awareness.Due to the increased usage of the internet, online consumer reviews have become quite popular and are being used by consumers frequently. In today’s society, online reviews influence consumer decisions and thoughts of brands. These reviews undoubtedly influence the brand equity of organisations. Previous research has indicated that negative online reviews influence brand equity negatively, however, this study goes further and seeks to determine which specific aspects of online reviews have the greatest impact. This study aims to identify whether negative online reviews influence the brand equity of organisations and more specifically which aspects of these reviews have the greatest effect on brand equity. For the purpose of this study, the Doppio Zero restaurant franchise was used. The aspects within negative online reviews that were made use of in this study include: food quality, price, service and atmosphere. A quantitative study was conducted in which food quality, price, service and atmosphere were analysed to determine which aspects had the greatest influence on the brand equity of Doppio Zero. An online survey was administered to individuals between the ages of 18 and 40, who live in the Johannesburg area and consult the Hellopeter online review platform. A total of 28 responses were gathered. Descriptive statistics were utilised in order to ascertain which aspect of the consumer reviews had the greatest effect on brand equity. The results from this study are essential in providing organisations with knowledge on what consumers find most important when reading online reviews. The results from this study indicated that food quality was the most important factor to consumers when reading negative online reviews. This was followed by service, atmosphere and lastly pricing. This is thought to be due to the fact that Doppio Zero is considered a fine dining restaurant and also due to the consumer demographic that attends this type of restaurant.