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.
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页码：450 / 458
页数：9
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