The effect of brand personality, brand-self congruity, and brand love on E-WOM in Islamic higher education in Indonesia: A mediating effect of brand trust

The competitive landscape among universities in Indonesia necessitates Islamic higher education institutions to attend to all aspects of marketing. This study explores the influence of brand personality (BP), brand self-congruity (BSC), and brand love on electronic word of mouth (e-WoM), with brand trust as a mediator. The research involved 404 participants from Antasari State Islamic University Banjarmasin, who were selected using convenience and snowball sampling techniques. Data collection was conducted through online questionnaires. Utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) methodology with SmartPLS version 4.0.9.9 as the analytical tool, the study found that BP active and responsible impact brand trust but do not affect e-WoM. However, BP active more more affect than responsible. Conversely, BSC significantly influences e-WoM. Additionally, brand love influences brand trust and e-WoM, while brand trust does not influence e-WoM. Noteworthy is brand love's substantial role in shaping brand trust and e-WoM variables. These findings highlight the discrepancy in research outcomes regarding BP, BSC, brand love, brand trust, and e-WoM between the higher education and business sectors. The study contributes to theoretical gaps in understanding branding within Islamic higher education (IHE). It suggests further research encompassing various types of universities and exploring other variables that influence brand trust and e-WoM within the IHE context.