Marketers increasingly use electronic word of mouth (e-WOM) as a communication tool to pursue consumer purchase intention. Building on brand equity theory, this study extends the traditional argument that the enhancement of consumer repurchase intention by positive brand awareness, image, and relationship is moderated by susceptibility to e-WOM. Electronic WOM enables consumers to search for a variety of user products and experiences over the Internet. Online product reviews are one of the most popular channels through which consumers find product information; these reviews are a powerful example of e-WOM. This channel not only enhances the convenience for consumers in their search for information, it also increases consumers’ brand awareness and image, which are primitive factors in developing a consumer–brand relationship (CBR). For the aforementioned phenomenon, the objective of this research is to comprehend how consumers’ personality traits play a role in the formation of CBR and behavioral intention in response to normative influences. The authors argue that the impact of brand knowledge and the brand relationship on repurchase intention will be weakened in consumers who are highly susceptible to e-WOM. Consumers who are highly susceptible to e-WOM tend to consume and absorb information spreading over social media and are likely to turn their purchasing decision toward other brands. The result discloses the traditional argument that the enhancement of consumer repurchase intention by positive brand awareness, image, and relationship is moderated by susceptibility to e-WOM. Specifically, the argument focuses on how the impact of the brand relationship on repurchase intention is weakened in consumers with high susceptibility to e-WOM. The reason is that consumers with high susceptibility to e-WOM tend to consume and absorb information spreading across social media and are likely to divert their repurchase decision to other brands. In addition, consumers with high susceptibility to e-WOM eradicate the role of brand awareness in developing the CBR. This research idea contributes to the theory of CBR and the topic of e-WOM. Electronic WOM can function as an important tool in communicating the differences among brands in the market. However, this has to be used in congruence with the characteristics of consumers. Neglecting this factor can attenuate the effectiveness and efficiency of the CBR strategy. The research study encourages brand and communication marketers to be more attentive in adopting e-WOM as part of marketing communication.

• Aurathai Lertwannawit(Thammasat University, Thailand)
• Supphawit Yodnamkham(Thammasat University, Thailand)