Resilience To Negative Electronic Word Of Mouth: The Role Of Self-Congruity, Brand Attachment, And Prestige
This study aims to: (1) introduce the concept of resilience to negative electronic word of mouth (eWOM); and (2) examine a process model from self-congruity, brand attachment, brand prestige, and resilience to negative eWOM using a moderation mediation model. A time-lag approach was conducted to col...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Tarumanagara
2022-06-01
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| Series: | Jurnal Manajemen |
| Online Access: | http://ecojoin.org/index.php/EJM/article/view/927 |