Relationship between Brand Attachment and eWOM
Chiou et al., (2013) aim was to discover the relationship between Independent Variable
(Brand Attachment, Online Source Credibility, and the Severity of Negative Online Information)
and Dependent Variable (Perceived Negative Change in Brand Evaluation and Perceived Brand
Risk). The Experiment was conducted by rating low to high each Independent Variable.
Therefore, the Findings showed that Severity of Negative Online Information has strong impact
on Perceived Negative Change in Brand Evaluation and Perceived Brand Risk. However, this
impact can be reduced by Brand Attachment and Moderated by Creditability of the Online
Source.
Danniswara et al., (2017) want to discover the Factors that affect Purchase Decisions on a
E-commerce Platform (Instagram). The following dimensions were identified which were;
eWOM Referral, Celebrity Endorsement, Information Quality, Brand Satisfaction, Brand Trust
and Brand Attachment. The Five Likert-scale was used in Questionnaire. The Sample Size was
350 Respondents. SEM method and LISERAL 8.80 Application was used to carry out study.
Therefore, the results found that there is Positive Correlation between eWOM Referral and
Purchase Intention, Information Quality and Brand Satisfaction, Information Quality and Brand
Trust, Brand Satisfaction and Brand Attachment, Brand Satisfaction and Purchase Intention,
Brand Trust and Purchase Intention, Brand Attachment and Purchase Decision, and also Between
Purchase Intention and Purchase Decision.
Le (2018) purpose was to find out how consumer’ s willingness to post an review relates
to their love for Brand (Brand Love), their Attachment to Brand (Brand Attachment), Experience
of Purchasing Brand online (Electronic Shopping Experience Satisfaction). Data collection was
done through Qualtrics Survey. The Sample Size was 206 Respondents. Multiple Regression was
done to test the Data collected. Therefore, Only Brand Attachment has strong impact on
Consumer desire to write Online Evaluation.
J.D.T et al., (2020) discover that due to Digital Technology and WWW (World Wide
Web), the Channel of Communication has changed. Face to Face Communication is replaced by
eWOM Communication. It has become new Social Trend (Share Feedback). Aim was to
quantify the impact of eWOM communication and its comparison with other types of Marketing
Communication and Branding. Data was collected through Survey. Survey was done for
Reliability, Convergent Validity and Discriminant Validity. Data Analysis was done through
SEM (Structural Equation Model). The Sample Size was 400 Respondents. Therefore, the
findings showed that Argument Quality (Dimension of eWOM) significant influence Brand
Attachment. However, its also found that eWOM is the one of the strongest Element impacting
Brand Assessment and Brand Attachment.
Aulia et al., (2020) purpose was to show the Impact of Brand Attachment on Instagram
Social Commerce e-WOM on Snack Products Online Accounts. The study proposed that Social
Media Platforms such as Instagram are one type of eWOM (Electronic Word of Mouth)
marketing. The Research was done in Jambi City. The Sample was collected from population
who are using Instagram Account. The Sample Size was 95 Respondents. Data Collection was
done through Online Questionnaire. Multiple Linear Regression was done to test the data
collected. Hence, the Findings showed that Brand Satisfaction and Brand Trust have a strong
effect on Brand Attachment. Brand Satisfaction and Brand Trust, as mediated by Brand
Attachment, have a significant influence on e-WOM Instagram social commerce mediation.
