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
收藏
页码：450 / 458
页数：9
相关论文
共 50 条
  • [21] The role of self-construal in moderating the advertising repetition effect: evidence from Korea
    Lee, Byung-Kwan
    Lee, YouNa
    ASIAN JOURNAL OF COMMUNICATION, 2016, 26 (02) : 174 - 193
  • [22] Value co-creation and new product development success: the moderating effect of structural empowerment
    Wu, Dong
    Liu, Tanfei
    Wu, Fei
    Bai, Wenxiao
    Lin, Xinyi
    CHINESE MANAGEMENT STUDIES, 2023, 17 (01) : 197 - 214
  • [23] Sharing product harm information: The effects of self-construal and self-relevance
    Akpinar, Ezgi
    Verlegh, Peeter W. J.
    Smidts, Ale
    INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 2018, 35 (02) : 319 - 335
  • [24] Effect of self-construal and threat to self-esteem on ingroup favouritism: Moderating effect of independent/interdependent self-construal on use of ingroup favouritism for maintaining and enhancing self-evaluation
    Nakashima, Ken'ichiro
    Isobe, Chikae
    Ura, Mitsuhiro
    ASIAN JOURNAL OF SOCIAL PSYCHOLOGY, 2008, 11 (04) : 286 - 292
  • [25] Co-creation and Consumers' Willingness to Pay Premium: Effect of Involvement and Satisfaction with Co-creation Process
    Yang, Yongzhong
    Yang, Yimin
    Shafi, Mohsin
    JOURNAL OF THE KNOWLEDGE ECONOMY, 2023, 15 (3) : 10151 - 10173
  • [26] The interactive effect of power and self-construal on consumers? preferences for brand-logo size
    Wong, Jimmy
    Lalwani, Ashok K.
    Wang, Jessie J.
    JOURNAL OF BUSINESS RESEARCH, 2022, 150 : 279 - 296
  • [27] Effect of peer influence on unauthorized music downloading and sharing: The moderating role of self-construal
    Yang, Zhiyong
    Wang, Jingguo
    Mourali, Mehdi
    JOURNAL OF BUSINESS RESEARCH, 2015, 68 (03) : 516 - 525
  • [28] THE EFFECTS OF REWARD TYPE AND ITS LIKELIHOOD IN CUSTOMER BRAND CO-CREATION ACTIVITY ON SELF-BRAND CONNECTION
    Bogoviyeva, Elmira
    Marketing Dynamism & Sustainability-Things Change, Things Stay the Same..., 2015, : 190 - 190
  • [29] Customer involvement and servitization in hybrid offerings: moderating role of digitalization and co-creation
    Behl, Abhishek
    Kamboj, Shampy
    Sarmah, Bijoylaxmi
    Pereira, Vijay
    Sharma, Kirti
    Rammal, Hussain Gulzar
    Arrigo, Elisa
    INTERNATIONAL MARKETING REVIEW, 2023, 40 (04) : 739 - 773
  • [30] Co-creation in a duopoly considering the effect of product return
    Yang, Rui
    Feng, Lin
    Zhang, Jianxiong
    Li, Xiangqian
    OMEGA-INTERNATIONAL JOURNAL OF MANAGEMENT SCIENCE, 2024, 129
12345