<![CDATA[This study is among the first few attempts to examine the impact between different dimensions, namely, cognitive, affective and activation dimensions of CBE and Self Identification with value congruity as a intervening variable. This study improves to understanding of WOM communication.This research was conducted to examine the effect of value congruity influence of customer brand engagement, self identification, on word-of-mouth (WOM).This research uses purposive sampling with multiple regression and data were analyzed using SPSS. The results revealed that three dimensions of CBE had a positive impact on self-identification with value congruity as a intervening variable ; self identification also had a positive impact on WOM communication.The model was tested in the context of e-service sector; future research may investigate in different context and consider to added new variable according to the existing context.]]>
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