How consumer perceptions drive online ratings

Abstract

In marketing, it is a commonly accepted belief that the image of a brand will drive, to some extent, the sales of the brand. The better the image within key areas, the better the sales. In the world of online retailers, the rating is assumed to play an important function, too, when it comes to new purchases. This paper seeks to demonstrate the relationship between ratings and brand image. However, it introduces the nuance that not all brand image perceptions drive ratings to the same degree. We will test these beliefs by using product reviews for snacking goods within the USA. Depending on the statistical results, correlation, causation or matching to randomness, we can strengthen or correct the beliefs that brand image and product experience affect the online rating. We also desire to show which is more robust, the image or experience, and if there is any interference in the brand from the realities of purchasing goods online, such as delivery issues.