Impact of Zero Moment of Truth on Consumer Judgments, Feelings, and Brand Resonance

Abstract

This study examines the significant impact of Zero Moment of Truth (ZMOT) on customer judgments, feelings, and brand resonance through regression analysis. The research focuses on how online information searches by consumers influence their perceptions of brand quality, credibility, consideration, and superiority, as well as their emotional responses to brands. The results indicate that a significance value (Sig.) below 0.05 leads to the rejection of the null hypothesis, confirming that ZMOT significantly affects both customer judgments and emotional connections with brands. Additionally, the study finds that ZMOT plays a crucial role in shaping brand resonance, a key indicator of strong emotional and psychological connections between consumers and brands. These findings underscore the importance of ZMOT in influencing consumer behavior and highlight its potential for enhancing brand equity