"Value congruity’’ is it important for word of mouth?
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Sep 21, 2022
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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.
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How to Cite
Yasa, I. N. A. P., Ardhan Hilfiyanda, Johannes Dimson Marbun, & Husna Leila Yusran. (2022). "Value congruity’’ is it important for word of mouth?. Enrichment : Journal of Management, 12(4), 2526-2535. https://doi.org/10.35335/enrichment.v12i4.576
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Steffes, E.M. and Burgee, L.E. (2009), “Social ties and online word of mouth”, Internet Research, Vol. 19 No. 1, pp. 42-59. Stewart, D.W. (1992), “Speculations
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Sijoria, C., Mukherjee, S. and Datta, B. (2019), “Impact of the antecedents of electronic word of mouth on consumer based brand equity: a study on the hotel industry”, Journal of Hospitality Marketing and Management, Vol. 28 No. 1, pp. 1-27.
Steffes, E.M. and Burgee, L.E. (2009), “Social ties and online word of mouth”, Internet Research, Vol. 19 No. 1, pp. 42-59.
Hollebeek, L.D., Glynn, M.S. and Brodie, R.J. (2014), “Consumer brand engagement in social media: conceptualization, scale development and validation”, Journal of Interactive Marketing, Vol. 28 No. 2, pp. 149-165.
Sprott, D., Czellar, S. and Spangenberg, E. (2009), “The importance of a general measure of brand engagement on market behavior: development and validation of a scale”, Journal of Marketing Research, Vol. 46 No. 1, pp. 92-104.
Leckie, C., Nyadzayo, M.W. and Johnson, L.W. (2016), “Antecedents of consumer brand engagement and brand loyalty”, Journal of Marketing Management, Vol. 32 Nos 5-6, pp. 558-578.
Dhir, K.S. (1987), “Analysis of consumer behaviour in the hospitality industry: an application of social judgement theory”, International Journal of Hospitality Management, Vol. 6 No. 3, pp. 149-160
Lee, S.A. and Jeong, M. (2014), “Enhancing online Brand experiences: An application of congruity theory”, International Journal of Hospitality Management, Vol. 40, pp. 49-58.
Zhang, J. and Bloemer, J. (2011), “Impact of value congruence on affective commitment: examining the moderating effects”, Journal of Service Management, Vol. 22 No. 2, pp. 160-182.
Islam, J.U., Rahman, Z. and Hollebeek, L.D. (2017), “Consumer engagement in online Brand communities: a solicitation of congruity theory”, Internet Research, Vol. 28 No. 1, pp. 23-45.
Tuskej, U., Golob, U. and Podnar, K. (2013), “The role of consumer-Brand identification in building Brand relationships”, Journal of Business Research, Vol. 66 No. 1, pp. 53-59.
Lam, S.K., De Carlo, T.E. and Sharma, A. (2019), “Salesperson ambidexterity in customer engagement: do customer base characteristics matter?”, Journal of the Academy of Marketing Science, Vol. 47 No. 4, pp. 659-680.
Gambetti, R.C. and Graffigna, G. (2010), “The concept of engagement: a systematic analysis of the ongoing marketing debate”, International Journal of Market Research, Vol. 52 No. 6, pp. 801-826.
Gong, T. (2018), “Customer brand engagement behavior in online brand communities”, Journal of Services Marketing, Vol. 32 No. 3, pp. 286-299.
Moliner, M.A., Monferrer-Tirado, D. and Estrada-Guillen, M. (2018), “Consequences of customer engagement and customer self-brand connection”, Journal of Services Marketing, Vol. 32 No. 4, pp. 387-399.
Algharabat, R., Rana, N.P., Alalwan, A.A., Baabdullah, A. and Gupta, A. (2020), “Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media”, Journal of Retailing and Consumer Services, Vol. 53 No. 1, pp. 1-13.
Mollen, A. and Wilson, H. (2010), “Engagement, telepresence and interactivity in online consumer experience: reconciling scholastic and managerial perspectives”, Journal of Business Research, Vol. 63 Nos 9-10, pp. 919-925.
Vivek, S.D., Beatty, S.E. and Morgan, R.M. (2012), “Customer engagement: Exploring customer relationships beyond purchase”, Journal ofMarketingTheory andPractice,Vol. 20No. 2, pp. 122-146.
Vargo, S.L. and Lusch, R.F. (2004), “Evolving to a new dominant logic for marketing”, Journal of Marketing, Vol. 68 No. 1, pp. 1-17.
Blau, P.M. (1964), Exchange and Power in Social Life, Wiley, New York.
Verhoef, P.C., Reinartz, W.J. and Krafft, M. (2010), “Customer engagement as a new perspective in customer management”, Journal of Service Research, Vol. 13 No. 3, pp. 247-252.
Higgins, E.T. and Scholer, A.A. (2009), “Engaging the consumer: the science and art of the value creation process”, Journal of Consumer Psychology, Vol. 19 No. 2, pp. 100-114.
Sprott, D., Czellar, S. and Spangenberg, E. (2009), “The importance of a general measure of brand engagement on market behavior: development and validation of a scale”, Journal of Marketing Research, Vol. 46 No. 1, pp. 92-104.
Hollebeek, L. (2011), “Exploring customer brand engagement: definition and themes”, Journal of Strategic Marketing, Vol. 19 No. 7, pp. 555-573.
Allen, M.W., Hung Ng, S. and Wilson, M. (2002), “A functional approach to instrumental and terminal values and the value-attitude-behaviour system of consumer choice”, European Journal of Marketing, Vol. 36 Nos 1/2, pp. 111-135.
Lages, L.F. and Fernandes, J.C. (2005), “The SERPVAL scale: a multi-item instrument for measuring service personal values”, Journal of Business Research, Vol. 58 No. 11, pp. 1562-1572.
Brangule-Vlagsma, K., Pieters, R.G. and Wedel, M. (2002), “The dynamics of value segments: modeling framework and empirical illustration”, International Journal of Research in Marketing, Vol. 19 No. 3, pp. 267-285.
Zhang, J. and Bloemer, J.M. (2008), “The impact of value congruence on consumer-service brand relationships”, Journal of Service Research, Vol. 11 No. 2, pp. 161-178.
Lam, S.K., Ahearne, M., Hu, Y. and Schillewaert, N. (2010), “Resistance to brand switching when a radically new brand is introduced: a social identity theory perspective”, Journal of Marketing, Vol. 74 No. 6, pp. 128-146.
Strizhakova, Y., Coulter, R.A. and Price, L.L. (2008), “Branded products as a passport to global citizenship: perspectives from developed and developing countries”, Journal of International Marketing, Vol. 16 No. 4, pp. 57-85.
Beck, S. and Pr€ugl, R. (2018), “Family firm reputation and humanization: consumers and the trust advantage of family firms under different conditions of brand familiarity”, Family Business Review, Vol. 31 No. 4, pp. 460-482.
Vizcaıno, F.V. and Velasco, A. (2019), “The battle between brands and nutritional labels: how brand familiarity decreases consumers’ alertness toward traffic light nutritional labels”, Journal of Business Research, Vol. 101 No. 3, pp. 637-650.
Catalan, S., Martınez, E. and Wallace, E. (2019), “Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity”, The Journal of Product and Brand Management, Vol. 28 No. 4, pp. 502-514.
Bhattacharya, C.B. and Sen, S. (2003), “Consumer–company identification: a framework for understanding consumers’ relationships with companies”, Journal of Marketing, Vol. 67 No. 2, pp. 76-88.
De Chernatony, L. and McDonald, M. (2003), Creating Powerful Brands in Consumer. Service and Industrial Markets, 2nd ed., Biddles, Guildford and King’s Lynn, Butterworth Heinemann, Oxford.
Tuskej, U., Golob, U. and Podnar, K. (2013), “The role of consumer–brand identification in building brand relationships”, Journal of Business Research, Vol. 66 No. 1, pp. 53-59.
Gambetti, R.C. and Graffigna, G. (2010), “The concept of engagement: a systematic analysis of the ongoing marketing debate”, International Journal of Market Research, Vol. 52 No. 6, pp. 801-826.
Edwards, J.R. and Cable, D.M. (2009), “The value of value congruence”, Journal of Applied Psychology, Vol. 94 No. 3, p. 654.
Goldsmith, R. E., & Clark, R. A. (2008). An analysis of factors affecting fashion opinion leadership and fashion opinion seeking. Journal of Fashion Marketing and Management, 12(3), 308–322. https://doi.org/10.1108/13612020810889272
Cheung, C.M. and Lee, M.K. (2012), “What drives consumers to spread electronic word of mouth in Online consumer-opinion platforms”, Decision Support Systems, Vol. 53 No. 1, pp. 218-225.
Steffes, E.M. and Burgee, L.E. (2009), “Social ties and online word of mouth”, Internet Research, Vol. 19 No. 1, pp. 42-59. Stewart, D.W. (1992), “Speculations
Feick, L.F. and Price, L.L. (1987), “The market maven: a diffuser of marketplace information”, Journal of Marketing, Vol. 51 No. 1, pp. 83-97.
Sijoria, C., Mukherjee, S. and Datta, B. (2019), “Impact of the antecedents of electronic word of mouth on consumer based brand equity: a study on the hotel industry”, Journal of Hospitality Marketing and Management, Vol. 28 No. 1, pp. 1-27.
Steffes, E.M. and Burgee, L.E. (2009), “Social ties and online word of mouth”, Internet Research, Vol. 19 No. 1, pp. 42-59.
Hollebeek, L.D., Glynn, M.S. and Brodie, R.J. (2014), “Consumer brand engagement in social media: conceptualization, scale development and validation”, Journal of Interactive Marketing, Vol. 28 No. 2, pp. 149-165.
Sprott, D., Czellar, S. and Spangenberg, E. (2009), “The importance of a general measure of brand engagement on market behavior: development and validation of a scale”, Journal of Marketing Research, Vol. 46 No. 1, pp. 92-104.
Leckie, C., Nyadzayo, M.W. and Johnson, L.W. (2016), “Antecedents of consumer brand engagement and brand loyalty”, Journal of Marketing Management, Vol. 32 Nos 5-6, pp. 558-578.
Dhir, K.S. (1987), “Analysis of consumer behaviour in the hospitality industry: an application of social judgement theory”, International Journal of Hospitality Management, Vol. 6 No. 3, pp. 149-160
Lee, S.A. and Jeong, M. (2014), “Enhancing online Brand experiences: An application of congruity theory”, International Journal of Hospitality Management, Vol. 40, pp. 49-58.
Zhang, J. and Bloemer, J. (2011), “Impact of value congruence on affective commitment: examining the moderating effects”, Journal of Service Management, Vol. 22 No. 2, pp. 160-182.
Islam, J.U., Rahman, Z. and Hollebeek, L.D. (2017), “Consumer engagement in online Brand communities: a solicitation of congruity theory”, Internet Research, Vol. 28 No. 1, pp. 23-45.
Tuskej, U., Golob, U. and Podnar, K. (2013), “The role of consumer-Brand identification in building Brand relationships”, Journal of Business Research, Vol. 66 No. 1, pp. 53-59.
Lam, S.K., De Carlo, T.E. and Sharma, A. (2019), “Salesperson ambidexterity in customer engagement: do customer base characteristics matter?”, Journal of the Academy of Marketing Science, Vol. 47 No. 4, pp. 659-680.
Gambetti, R.C. and Graffigna, G. (2010), “The concept of engagement: a systematic analysis of the ongoing marketing debate”, International Journal of Market Research, Vol. 52 No. 6, pp. 801-826.
Gong, T. (2018), “Customer brand engagement behavior in online brand communities”, Journal of Services Marketing, Vol. 32 No. 3, pp. 286-299.
Moliner, M.A., Monferrer-Tirado, D. and Estrada-Guillen, M. (2018), “Consequences of customer engagement and customer self-brand connection”, Journal of Services Marketing, Vol. 32 No. 4, pp. 387-399.
Algharabat, R., Rana, N.P., Alalwan, A.A., Baabdullah, A. and Gupta, A. (2020), “Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media”, Journal of Retailing and Consumer Services, Vol. 53 No. 1, pp. 1-13.
Mollen, A. and Wilson, H. (2010), “Engagement, telepresence and interactivity in online consumer experience: reconciling scholastic and managerial perspectives”, Journal of Business Research, Vol. 63 Nos 9-10, pp. 919-925.
Vivek, S.D., Beatty, S.E. and Morgan, R.M. (2012), “Customer engagement: Exploring customer relationships beyond purchase”, Journal ofMarketingTheory andPractice,Vol. 20No. 2, pp. 122-146.
Vargo, S.L. and Lusch, R.F. (2004), “Evolving to a new dominant logic for marketing”, Journal of Marketing, Vol. 68 No. 1, pp. 1-17.
Blau, P.M. (1964), Exchange and Power in Social Life, Wiley, New York.
Verhoef, P.C., Reinartz, W.J. and Krafft, M. (2010), “Customer engagement as a new perspective in customer management”, Journal of Service Research, Vol. 13 No. 3, pp. 247-252.
Higgins, E.T. and Scholer, A.A. (2009), “Engaging the consumer: the science and art of the value creation process”, Journal of Consumer Psychology, Vol. 19 No. 2, pp. 100-114.
Sprott, D., Czellar, S. and Spangenberg, E. (2009), “The importance of a general measure of brand engagement on market behavior: development and validation of a scale”, Journal of Marketing Research, Vol. 46 No. 1, pp. 92-104.
Hollebeek, L. (2011), “Exploring customer brand engagement: definition and themes”, Journal of Strategic Marketing, Vol. 19 No. 7, pp. 555-573.
Allen, M.W., Hung Ng, S. and Wilson, M. (2002), “A functional approach to instrumental and terminal values and the value-attitude-behaviour system of consumer choice”, European Journal of Marketing, Vol. 36 Nos 1/2, pp. 111-135.
Lages, L.F. and Fernandes, J.C. (2005), “The SERPVAL scale: a multi-item instrument for measuring service personal values”, Journal of Business Research, Vol. 58 No. 11, pp. 1562-1572.
Brangule-Vlagsma, K., Pieters, R.G. and Wedel, M. (2002), “The dynamics of value segments: modeling framework and empirical illustration”, International Journal of Research in Marketing, Vol. 19 No. 3, pp. 267-285.
Zhang, J. and Bloemer, J.M. (2008), “The impact of value congruence on consumer-service brand relationships”, Journal of Service Research, Vol. 11 No. 2, pp. 161-178.
Lam, S.K., Ahearne, M., Hu, Y. and Schillewaert, N. (2010), “Resistance to brand switching when a radically new brand is introduced: a social identity theory perspective”, Journal of Marketing, Vol. 74 No. 6, pp. 128-146.
Strizhakova, Y., Coulter, R.A. and Price, L.L. (2008), “Branded products as a passport to global citizenship: perspectives from developed and developing countries”, Journal of International Marketing, Vol. 16 No. 4, pp. 57-85.
Beck, S. and Pr€ugl, R. (2018), “Family firm reputation and humanization: consumers and the trust advantage of family firms under different conditions of brand familiarity”, Family Business Review, Vol. 31 No. 4, pp. 460-482.
Vizcaıno, F.V. and Velasco, A. (2019), “The battle between brands and nutritional labels: how brand familiarity decreases consumers’ alertness toward traffic light nutritional labels”, Journal of Business Research, Vol. 101 No. 3, pp. 637-650.
Catalan, S., Martınez, E. and Wallace, E. (2019), “Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity”, The Journal of Product and Brand Management, Vol. 28 No. 4, pp. 502-514.
Bhattacharya, C.B. and Sen, S. (2003), “Consumer–company identification: a framework for understanding consumers’ relationships with companies”, Journal of Marketing, Vol. 67 No. 2, pp. 76-88.
De Chernatony, L. and McDonald, M. (2003), Creating Powerful Brands in Consumer. Service and Industrial Markets, 2nd ed., Biddles, Guildford and King’s Lynn, Butterworth Heinemann, Oxford.
Tuskej, U., Golob, U. and Podnar, K. (2013), “The role of consumer–brand identification in building brand relationships”, Journal of Business Research, Vol. 66 No. 1, pp. 53-59.
Gambetti, R.C. and Graffigna, G. (2010), “The concept of engagement: a systematic analysis of the ongoing marketing debate”, International Journal of Market Research, Vol. 52 No. 6, pp. 801-826.
Edwards, J.R. and Cable, D.M. (2009), “The value of value congruence”, Journal of Applied Psychology, Vol. 94 No. 3, p. 654.