Resistance to negative online information of bank brands from consumer attitudes
Abstract
The aim of this manuscript is to explain the incidence of cognitive and affective attitudes in the resistance to negative information circulating in the online environment about banks in Colombia. Information was collected from a sample of 282 bank users. The data were analyzed using IBM SPSS Statistics V.25 software. The cognitive attitude was measured from the service experience scales and the affective attitude considered the brand love items. The results suggest that both cognitive and affective dimensions promote resistance to negative information, however, it is the rational component that has a stronger positive effect compared to the emotional component. It is concluded that when consumers have positive experiences in service delivery, they are reluctant to the influence of negative comments that may diminish the bank's image.
Keywords
information sources;, online search;, information dissemination;, social media
Author Biography
María Cristina Otero-Gómez
Profesional en Comercio Internacional, Doctora en Marketing
Wilson Giraldo-Pérez
Administrador de Empresas, Doctor en Marketing
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