8.7 Brand Evaluation

• Naylor, Lamberton, and West (2012) defined “mere virtual presence” as whether presence of virtual supporters for a brand (e.g., demographic) is revealed. The mere virtual presence can affect a target consumer’s brand evaluation and purchase intention. This effect is moderated by the composition of existing supporters and targeted new supporters and (2) and salience of competitor brands when evaluating the focal brand.

References

Naylor, Rebecca Walker, Cait Poynor Lamberton, and Patricia M. West. 2012. “Beyond the “Like” Button: The Impact of Mere Virtual Presence on Brand Evaluations and Purchase Intentions in Social Media Settings.” Journal of Marketing 76 (6): 105–20. https://doi.org/10.1509/jm.11.0105.