Chinese brand-individual values congruity and willingness of consumers from other countries to use positive word of mouth

被引：0

作者：

Chen, Xi ^{[1
]}

Fang, Qing ^{[2
]}

Wang, Zhenyuan ^{[3
]}

机构：

[1] Shanghai Normal Univ, Film Televis & Commun Coll, Shanghai, Peoples R China

[2] Shanghai Jiao Tong Univ, Sch Media & Commun, 800 Dongchuan Rd, Shanghai 200240, Peoples R China

[3] East China Normal Univ, Fac Educ & Fac Econ & Management, Shanghai, Peoples R China

来源：

SOCIAL BEHAVIOR AND PERSONALITY | 2020年 / 48卷 / 08期

基金：

中国国家自然科学基金;

关键词：

brand congruity; brand values; individual values; behavior congruity; word of mouth; brand commitment; brand international communication; BEHAVIORAL INTEGRITY; COMPANY IDENTIFICATION; SELF-CONGRUITY; CONSEQUENCES; COMMITMENT; PRODUCT; ANTECEDENTS; INVOLVEMENT; CONGRUENCE; MOTIVES;

D O I：

10.2224/sbp.8899

中图分类号：

B84 [心理学];

学科分类号：

04 ; 0402 ;

摘要：

Congruity of brand and individual values is the degree of fit or similarity between consumers' personal values and the perceived values of a certain brand. In this study, we took Huawei as the test brand and investigated 525 consumers in 30 countries to examine whether congruity of brand and individual values influences consumer word-of-mouth communication in an international context. The results show that (a) brand commitment played a mediating role in the effect of brand-individual values congruity on word of mouth, (b) the consistency of a brand's practices and its values (brand behavior congruity) moderated the relationship between brand-individual values congruity and the consumers' brand commitment, and (c) brand behavior congruity moderated the mediating role of brand commitment in the relationship between values congruity and positive word of mouth. Our findings provide insight into the impact of values congruity for consumers.

引用

页数：14