scholarly journals BATIK GUMELEM BANJARNEGARA SEBAGAI PEMBENTUK IDENTIFIKASI MEREK KONSUMEN

2021 ◽  
Vol 11 (1) ◽  
pp. 140
Author(s):  
Fitroh Adhilla ◽  
Aftoni Sutanto ◽  
Agus Siswanto
Keyword(s):  
Social Identity ◽  
Word Of Mouth ◽  
Primary Data ◽  
Survey Method ◽  
Positive Word ◽  
Brand Identification ◽  
Cronbach’S Alpha ◽  
Cronbach's Alpha ◽  
Positive Word Of Mouth ◽  
Positive Effect

Banjarnegara as one of the batik producing centers in the Indonesia, namely in the Susukan District, which borders the Banyumas area. However, Batik Gumelem is not as famous as Batik Pekalongan, Batik Solo, or Batik Banyumas. The aim of this research is to analyze the  effect of social identity to positif words of mouth that mediated of consumer brand identification. This research uses a quantitative approach with a survey method. Primary data were obtained through distributing questionnaires to 185 respondents who knew about Batik Gumelem Banjarnegara. Validity testing uses confirmatory factor analysis and all items have factor loading above 0,6. Reliability testing uses cronbach’s alpha and all variables have cronbach’s alpha above 0,6. The data analysis method uses regression with mediating variable. The results showed that social identity has a positive effect on positive word of mouth, social identity has a positive effect on consumer brand identification, and consumer brand identification has a positive effect on positive word of mouth. Consumer brand identification as role as mediating variable. This shows that Batik Gumelem is perceived to have the power to be able to create an identity for consumers and lead to behavior to disseminate information about Batik Gumelem to others.

scholarly journals The Influence of Brand Credibility towards Words of Mouth of Fashion Brand

2021 ◽  
Vol 23 (3) ◽  
Author(s):  
Shindy Shindy ◽  
Evo Sampetua Hariandja
Keyword(s):  
Structural Equation ◽  
Quantitative Research ◽  
Word Of Mouth ◽  
Social Connection ◽  
Positive Word ◽  
Fashion Brand ◽  
Brand Credibility ◽  
Electronic Questionnaires ◽  
Positive Word Of Mouth ◽  
Positive Effect

This research tries to examine the factors influencing the positive word of mouth of Indonesian’s consumer towards fashion brand. The factors studied include brand credibility and brand-self connection as independent variables, brand-self connection and brand-social connection as the mediating variables, and memorial brand experience as the moderating variable. This study is quantitative research with data collection method using the electronic questionnaires of Google forms. This study uses 300 respondents of Prada Italian brand in Indonesia and the data is analyzed using structural equation modelling. The results show that brand credibility, brand self-connection, and brand social connection have a positive effect on word of mouth. Both brand self-connection and brand social connection mediate the influence of brand credibility on word of mouth. This study suggests that by preserving the relationships with consumers as well as consumer relationships with other consumers, managers would be able to produce more positive word of mouth.

Customer Brand Identification and Its Influence on Customer Loyalty in the Hotel Industry

2022 ◽  
pp. 174-189
Author(s):  
Catarina Isabel Andrade Basílio ◽  
Nuno Silva Gustavo
Keyword(s):  
Customer Loyalty ◽  
Word Of Mouth ◽  
Hotel Industry ◽  
Brand Identity ◽  
Social Benefits ◽  
Positive Word ◽  
Brand Identification ◽  
Self Similarity ◽  
Positive Word Of Mouth

Customer brand identification is described by the customer's perception and feeling about a brand. It brings value and meets the customer's needs. The four drivers of CBI are brand self-similarity, brand social benefits, brand identity, and memorable brand experiences. The purpose of this study is to understand the influence of CBI (and, consequently, its drivers) on customer loyalty and its perception of hotel brands. Although the importance of CBI has already been recognized in some studies, its effects on customer loyalty in the hospitality context are still relatively unexplored. A survey was used to understand and confirm that CBI and all four of its dimensions significantly influence customer loyalty. This means, in the hotel industry, customers tend to look for brands that are distinct from their competitors, have an identity of their own, and close to their values. It was also possible to conclude that the client tends to behave more favorably towards the brand, spreading positive word of mouth and recommending brands that meet CBI conditions.

Being Moved or Being Satisfied? The Effect of Unexpected Acts of Personal Kindness in Hospitality Service Encounters

2020 ◽  
pp. 193896552094029
Author(s):  
Michele Griessmair ◽  
Spring H. Han ◽  
Hisashi Masuda
Keyword(s):  
Hospitality Industry ◽  
Word Of Mouth ◽  
Service Encounters ◽  
Positive Word ◽  
Environmentally Responsible ◽  
Corporate Social ◽  
Core Measures ◽  
Positive Word Of Mouth ◽  
Being Moved ◽  
Positive Effect

Prior research has revealed that merely satisfying customers is not sufficient to secure a lasting competitive advantage during service encounters in the hospitality industry. We propose and demonstrate that hospitality providers can evoke feelings of “being moved” in their customers by providing unexpected acts of personal kindness rather than merely satisfying them by meeting their expectations. The distinct emotional signature associated with being moved, in turn, significantly increases customers’ loyalty and commitment (LoC) and the extent to which they engage in positive word of mouth (WoM), on top on what can be achieved by simply satisfying customers. We show that the joy/happiness component of being moved significantly increases LoC and WoM, and that this effect is shared with satisfaction. Moreover, surprise and guilt, which are emotions uniquely associated with being moved, also both significantly increase customers’ LoC and WoM. The positive effect of being moved can be enhanced by minimizing shame, an emotion occasionally associated with being moved. We also show that being moved has a positive effect on how customers perceive the workplace environment of an organization and the extent to which a hospitality organization is perceived as socially and environmentally responsible, which are core measures of organizations’ corporate social responsibility efforts.

scholarly journals The Effect of Service Quality on Worth of Mouth Positive Intervening by Student Satisfaction and Attitude, Moderation of Student Characteristics on the Effect of Service Quality on Student Satisfaction

2021 ◽  
pp. 207-222
Author(s):  
Moch. Saifudin
Keyword(s):  
Service Quality ◽  
Student Satisfaction ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Primary Data ◽  
Quality Service ◽  
Positive Word ◽  
State Institute ◽  
Student Characteristic ◽  
Positive Word Of Mouth

This research  purpose to analyze affected: 1) service quality to student satisfaction, 2) service quality to student atittudes, 3) moderation of student characteristic at affected service service to student satisfaction, 4) service quality to positive Word of Mouth, 5) student satisfaction to positive Word of Mouth, dan 6) student atittudes to positive Word of Mouth, 7) The mediation of satisfaction and students atittudes on affected of quality service to positive Word of Mouth. The using data was primary data which had by questioner brought to 150 higher students of Economic and Business Islamic Faculty of State Institute for Islamic Studies Purwokerto as respondence. Then, data analized by Structural Equation Modelling (SEM). The result of research shown that: 1) Service quality had positive affected to student satisfaction, 2) Service quality had positive affected to student atittudes, 3) Student characteristic not moderated in affected service quality to student satisfaction, 4) Service quality had positive affected to positive Word of Mouth, 5) Student satisfaction had positive affected to positive Word of Mouth, and 6) Student atittudes had positive affected to positive Word of Mouth, 7) Satisfaction and students atittudes mediating of quality service affect to positive Word of Mouth.

Turning brand credibility into positive word-of-mouth: integrating the signaling and social identity perspectives

2018 ◽  
Vol 26 (2) ◽  
pp. 157-175 ◽  
Author(s):  
Jake An ◽  
Diem Khac Xuan Do ◽  
Liem Viet Ngo ◽  
Tran Ha Minh Quan
Keyword(s):  
Social Identity ◽  
Word Of Mouth ◽  
Positive Word ◽  
Brand Credibility ◽  
Positive Word Of Mouth

Chinese brand–individual values congruity and willingness of consumers from other countries to use positive word of mouth

2020 ◽  
Vol 48 (8) ◽  
pp. 1-14
Author(s):  
Xi Chen ◽  
Qing Fang ◽  
Zhenyuan Wang
Keyword(s):  
Word Of Mouth ◽  
Brand Commitment ◽  
Positive Word ◽  
Individual Values ◽  
Mediating Role ◽  
Perceived Values ◽  
Word Of Mouth Communication ◽  
Positive Word Of Mouth ◽  
The Impact ◽  
The Relationship

Congruity of brand and individual values is the degree of fit or similarity between consumers' personal values and the perceived values of a certain brand. In this study, we took Huawei as the test brand and investigated 525 consumers in 30 countries to examine whether congruity of brand and individual values influences consumer word-of-mouth communication in an international context. The results show that (a) brand commitment played a mediating role in the effect of brand–individual values congruity on word of mouth, (b) the consistency of a brand's practices and its values (brand behavior congruity) moderated the relationship between brand–individual values congruity and the consumers' brand commitment, and (c) brand behavior congruity moderated the mediating role of brand commitment in the relationship between values congruity and positive word of mouth. Our findings provide insight into the impact of values congruity for consumers.

scholarly journals Green Talk or Green Walk: Chinese Consumer Positive Word-of-Mouth to Corporate Environmental Actions in Polluting Industries

2021 ◽  
Vol 13 (9) ◽  
pp. 5259
Author(s):  
Jiajia Zhang ◽  
Jin Sun
Keyword(s):  
Public Relations ◽  
Information Disclosure ◽  
Word Of Mouth ◽  
Theoretical Argument ◽  
Positive Word ◽  
Environmental Actions ◽  
Environmental Information Disclosure ◽  
Chinese Consumer ◽  
Social Intuitionist Model ◽  
Positive Word Of Mouth

Although environmental action is regarded as a public relations strategy aiming to manifest a corporate green stance, this not always the case. Many consumers tend to be skeptical of corporate real environmental efforts, especially firms in traditionally dirty industries. However, few studies have focused on this issue. To shed light on such a phenomenon, the present study aims to provide a comprehensive multiple-step multiple-mediator model based on the social intuitionist model and cognitive-affective system theory of personality(CAPS) to examine how corporate environmental actions (substantive vs. symbolic) affect consumer positive word-of-mouth (WOM) and to investigate the cognitive and affective processes of greenwashing perception and other-condemning emotions. Findings from an online Chinese consumer panel of 130 adults indicate that consumers are prone to have more positive WOM for substantive actions compared with symbolic actions; this effect is not only mediated by other-condemning emotions but serially mediated by, firstly, greenwashing perception and, secondly, other-condemning emotions. The current study is conducive to explaining the link between corporate environmental actions and consumer positive WOM from a theoretical argument and empirical evidence, and thus providing suggestions for advertisers and marketers in green marketing about environmental information disclosure.

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