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 |
| _version_ | 1811296779633688576 |
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| author | Iha Haryani Hatta Supriyadi Thalib Harimurti Wulandjani Amelia Oktrivina Siregar |
| author_facet | Iha Haryani Hatta Supriyadi Thalib Harimurti Wulandjani Amelia Oktrivina Siregar |
| author_sort | Iha Haryani Hatta |
| collection | DOAJ |
| description | 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 collect data, involving 312 students from two universities in Jakarta. Moderation hierarchical regression using a macro process is used to test the hypothesis. The results show that resilience to negative eWOM can be strengthened through personal resources (self-congruity, brand attachment, and brand prestige). The brand attachment has been proven to be a vital factor that can strengthen resilience to negative eWOM, and this relationship becomes more robust as perceived brand prestige at a high level. These findings extend existing topics related to eWOM by presenting another form of consumer loyalty and trust in a brand through resilience to negative eWOM. |
| first_indexed | 2024-04-13T05:53:34Z |
| format | Article |
| id | doaj.art-e88508b512784e7c91b98a3bc6cd2580 |
| institution | Directory Open Access Journal |
| issn | 1410-3583 |
| language | English |
| last_indexed | 2024-04-13T05:53:34Z |
| publishDate | 2022-06-01 |
| publisher | Universitas Tarumanagara |
| record_format | Article |
| series | Jurnal Manajemen |
| spelling | doaj.art-e88508b512784e7c91b98a3bc6cd25802022-12-22T02:59:41ZengUniversitas TarumanagaraJurnal Manajemen1410-35832022-06-0126222523910.24912/jm.v26i2.927910Resilience To Negative Electronic Word Of Mouth: The Role Of Self-Congruity, Brand Attachment, And PrestigeIha Haryani Hatta0Supriyadi Thalib1Harimurti Wulandjani2Amelia Oktrivina Siregar3Faculty of Economics & Business, Pancasila University, JakartaFaculty of Economics & Business, Pancasila University, JakartaFaculty of Economics & Business, Pancasila University, JakartaFaculty of Economics & Business, Pancasila University, JakartaThis 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 collect data, involving 312 students from two universities in Jakarta. Moderation hierarchical regression using a macro process is used to test the hypothesis. The results show that resilience to negative eWOM can be strengthened through personal resources (self-congruity, brand attachment, and brand prestige). The brand attachment has been proven to be a vital factor that can strengthen resilience to negative eWOM, and this relationship becomes more robust as perceived brand prestige at a high level. These findings extend existing topics related to eWOM by presenting another form of consumer loyalty and trust in a brand through resilience to negative eWOM.http://ecojoin.org/index.php/EJM/article/view/927 |
| spellingShingle | Iha Haryani Hatta Supriyadi Thalib Harimurti Wulandjani Amelia Oktrivina Siregar Resilience To Negative Electronic Word Of Mouth: The Role Of Self-Congruity, Brand Attachment, And Prestige Jurnal Manajemen |
| title | Resilience To Negative Electronic Word Of Mouth: The Role Of Self-Congruity, Brand Attachment, And Prestige |
| title_full | Resilience To Negative Electronic Word Of Mouth: The Role Of Self-Congruity, Brand Attachment, And Prestige |
| title_fullStr | Resilience To Negative Electronic Word Of Mouth: The Role Of Self-Congruity, Brand Attachment, And Prestige |
| title_full_unstemmed | Resilience To Negative Electronic Word Of Mouth: The Role Of Self-Congruity, Brand Attachment, And Prestige |
| title_short | Resilience To Negative Electronic Word Of Mouth: The Role Of Self-Congruity, Brand Attachment, And Prestige |
| title_sort | resilience to negative electronic word of mouth the role of self congruity brand attachment and prestige |
| url | http://ecojoin.org/index.php/EJM/article/view/927 |
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