Resilience To Negative Electronic Word Of Mouth: The Role Of Self-Congruity, Brand Attachment, And Prestige

Iha Haryani Hatta; Supriyadi Thalib; Harimurti Wulandjani; Amelia Oktrivina Siregar

doi:10.24912/jm.v26i2.927

Authors

Iha Haryani Hatta Faculty of Economics & Business, Pancasila University, Jakarta
Supriyadi Thalib Faculty of Economics & Business, Pancasila University, Jakarta
Harimurti Wulandjani Faculty of Economics & Business, Pancasila University, Jakarta
Amelia Oktrivina Siregar Faculty of Economics & Business, Pancasila University, Jakarta

DOI:

https://doi.org/10.24912/jm.v26i2.927

Keywords: Resilience to Negative eWOM; Self-Congruity; Brand Attachment; Brand Prestige

Abstract

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.

Author Biographies

Iha Haryani Hatta, Faculty of Economics & Business, Pancasila University, Jakarta

ihaharyani@univpancasila.ac.id

Supriyadi Thalib, Faculty of Economics & Business, Pancasila University, Jakarta

supriadithalib@univpancasila.ac.id

Harimurti Wulandjani, Faculty of Economics & Business, Pancasila University, Jakarta

harimurtiwulandjani@univpancasila.ac.id

Amelia Oktrivina Siregar, Faculty of Economics & Business, Pancasila University, Jakarta

ameliaoktrivina@univpancasila.ac.id

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