Peer-reviewed
Building resilience to negative information and increasing purchase intentions in a digital environment
This paper examines the process that leads to resilience to negative information and purchase intentions in a digital environment. A conceptual framework is proposed and tested using a sample of retail banking customers and an application of the structural equation models. The results suggest that consumer behavior in digital settings is more influenced by brand personality than by online brand experience. If a brand can develop and sustain an attractive brand personality, then consumers tend to have a positive attitude toward the brand and discuss the brand positively on social media networks. This behavior will lead to higher resilience to negative information and increased purchase intentions. Although online brand experience does not influence the level of electronic word-of-mouth, it directly affects brand attitude and indirectly influences both resilience to negative information and purchase intentions.
• The importance of resilience to negative information is highlighted. • Brand personality is relatively more important than online brand experience. • Online brand experience does not influence the level of electronic word-of-mouth. • Brand attitude and electronic word-of-mouth act as mediators. • The resilience to negative information and purchase intentions is correlated
• The importance of resilience to negative information is highlighted. • Brand personality is relatively more important than online brand experience. • Online brand experience does not influence the level of electronic word-of-mouth. • Brand attitude and electronic word-of-mouth act as mediators. • The resilience to negative information and purchase intentions is correlated
Article, 2019