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Prior research offers little guidance on how competence-based brand factors can help transmitting positive word of mouth (PWOM). Building upon signaling theory, we propose that a brand's efforts into innovativeness reinforce the message that "we have the competence to deliver what promised," which in turn generates PWOM. We collected longitudinal survey data using two measurement waves with a 4 week interval among respondents from an online customer panel. The results indicate that brand innovativeness has an indirect positive relationship with PWOM, mediated by perceived brand expertise. We also find that altruism positively moderates the relationship between perceived brand expertise and PWOM. The theoretical contributions and managerial implications are also discussed. [ABSTRACT FROM AUTHOR]

Objectives: Contributing to the welfare of others has been shown to have positive effects on people's social and psychological well-being (PWB). The current study examined whether social contribution (SC) could alleviate the negative effects of chronic pain on PWB through perceived social support (PSS) among midlife and older adults. Methods: The study consisted of 520 participants with chronic pain from the two waves of the Midlife in the United States dataset (MIDUS II and III). Results: Results from the longitudinal moderated mediation analysis indicated that SC at Time 2 (T2) significantly buffered the negative effect of pain interference (PI) at Time 1 (T1) on PSS at T2, which indirectly alleviated the negative effect of PI at T1 on PWB at T2. Discussion: The study suggested the protective role of SC and prosocial behaviors in mitigating the detrimental effects of chronic pain on social support and PWB. [ABSTRACT FROM AUTHOR]

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