The Effect of Co-creation Claim on Brand Identification: The Moderating Effects of Self-construal and Product Involvement

被引：0

作者：

Ning Changhui ^{[1
]}

Xue Zhe ^{[1
]}

Xi Nannan ^{[1
]}

机构：

[1] Zhongnan Univ Econ & Law, Sch Business Adm, Wuhan 430073, Peoples R China

来源：

Fifteenth Wuhan International Conference on E-Business | 2016年

关键词：

social media; brand co-creation; brand identification; product involvement; self-construal; CONSUMER; INTENTIONS; CONFORMITY; CULTURE;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This paper provides insight into the brand identity elements co-creation phenomenon and explores the effect of co-creation claim on brand identification. The paper also verifies the moderated effect of product involvement and self-construal. The experimental study and the analysis of variance demonstrate that co-creation claim is confirmed to influence brand identification positively. On the other hand, the self-construal moderates main effect of co-creation claim. However, this study suggests that the self-construal and product involvement can not moderate the main effect simultaneously.

引用

页码：450 / 458

页数：9

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