 Building resilience to negative information and increasing purchase intentions in a digital environmentPedro Torres and Mário Augusto Journal of Business Research, 2019, vol. 101, issue C, 528-535 Abstract: 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. Keywords: Online brand experience; Brand personality; Brand attitude; Electronic word-of-mouth; Resilience to negative information; Purchase intentions (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:101:y:2019:i:c:p:528-535 DOI: 10.1016/j.jbusres.2018.11.045 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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