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Title: Building customers’ resilience to negative information in the airline industry
Authors: Augusto, Mário
Godinho, Pedro
Torres, Pedro
Keywords: Resilience to negative information; electronic word-of-mouth; customer-brand identification; self-brand congruity; memorable brand experiences; brand social benefits
Issue Date: Sep-2019
Publisher: Elsevier
Serial title, monograph or event: Journal of Retailing and Consumer Services
Volume: 50
Abstract: This study aims to model the conditions that lead to existing customers’ resilience to negative information in the context of the airline industry. In doing so, the study examines the role of electronic word-of-mouth, considering the commitment-consistency principle. Fuzzy-set qualitative comparative analysis is employed along with structural equation modeling. Interaction effects are also studied. The structural equation modeling results show that electronic word-of-mouth influences resilience to negative information directly and indirectly (through the mediation of customer-brand identification). The results of the fuzzy-set qualitative comparative analysis show that customer-brand identification must be combined with electronic word-of-mouth to achieve high resilience to negative information. The combination of self-brand congruity with electronic word-of-mouth can also be sufficient to obtain this outcome. The interaction analysis provides additional support for the amplifying effect of electronic word-of-mouth.
ISSN: 0969-6989
DOI: 10.1016/j.jretconser.2019.05.015
Rights: embargoedAccess
Appears in Collections:I&D CeBER - Artigos em Revistas Internacionais

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