Consumer-Brand Identification (CBI) and Electronic Word of Mouth (EWOM): A Multiple-Mediation model of Customer Brand Satisfaction (CBSA) and Consumer Brand Engagement (CBE)
Drawing on theory and research on Consumer-brand identification (CBI) and electronic word of mouth (EWOM), we examine customer brand satisfaction (CBSA), and consumer brand engagement (CBE) as tow mediators of the relationship between Consumer-brand identification (CBI) and electronic word of mouth (EWOM). Using a sample of 360 customers in the context of hotels, we find support for our hypothesized model. We assessed reliabilities of the individual measurement scales using Cronbach’s (1951) coefficient α, Exploratory Factor Analysis (EFA), Hierarchical regression and Pearson product-moment correlation coefficient in SPSS 22.0. All final factor loadings, reliability calculations. Hence, we tested all hypothesized effects by constructing bias-corrected confidence intervals from 10,000 bootstrapped samples (Tepper, Moss, & Duffy, 2011).The results of the positive relationship between CBI and EWOM was full mediated by CBSA. Second the results of the positive relationship between CBI and EWOM was full mediated by CBE. Third CBI is positive relationship with EWOM, CBSA and CBE. Fourth examine multiple mediation results indicate that the CBE-based mechanism is significantly stronger than the CBSA-based mechanism for building EWOM from CBI initiatives. We discuss theoretical and practical implications of these findings. We also offer several promising directions for future research. Keywords - Electronic word of mouth (EWOM), Consumer-brand identification (CBI) ‚ Customer brand satisfaction (CBSA), and Consumer brand engagement (CBE).