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All Journal Enrichment : Journal of Management
I Nyoman Andika Putera Yasa
Universitas Trisakti
Economics, Econometrics & Finance

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"Value congruity’’ is it important for word of mouth? I Nyoman Andika Putera Yasa; Ardhan Hilfiyanda; Johannes Dimson Marbun; Husna Leila Yusran
Enrichment : Journal of Management Vol. 12 No. 4 (2022): October: Management Science and Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (478.739 KB) | DOI: 10.35335/enrichment.v12i4.576

Abstract

This study is among the first few attempts to examine the impact between different dimensions, namely, cognitive, affective and activation dimensions of CBE and Self Identification with value congruity as a intervening variable. This study improves to understanding of WOM communication.This research was conducted to examine the effect of value congruity influence of customer brand engagement, self identification, on word-of-mouth (WOM).This research uses purposive sampling with multiple regression and data were analyzed using SPSS. The results revealed that three dimensions of CBE had a positive impact on self-identification with value congruity as a intervening variable ; self identification also had a positive impact on WOM communication.The model was tested in the context of e-service sector; future research may investigate in different context and consider to added new variable according to the existing context.
Co-Authors Ardhan Hilfiyanda Johannes Dimson Marbun Yusran, Husna Leila