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 mouth (eWOM); and (2) examine a process model from self-congruity, brand attachment, prestige, eWOM using moderation mediation model. A time-lag approach was conducted collect data, involving 312 students two universities in Jakarta. Moderation hierarchical regression macro is used test hypothesis. The results show that can be strengthened through personal resources (self-congruity, prestige). attachment has been proven vital factor strengthen eWOM, this relationship becomes more robust as perceived prestige at high level. These findings extend existing topics related by presenting another form consumer loyalty trust eWOM.