소비자의 브랜드 에반젤리즘에 관한 실증연구: 소비자 개성-브랜드 에반젤리즘-가치공동창출 및 브랜드 컬티즘 모형과 자아일치성의 조절효과

초록

This study investigated consumers’ personality(including extraversion, openness, flow) which affects Brand Evangelism, and explored the relationships between Brand evangelism and cultism, and between Brand evangelism and co-creation. Additionally, self-congruity was examined as a moderating variable in order to explore self-congruity’s moderating effects on relationships among constructs in the proposed research model in this study. For this study, a survey was administered to members of the online community who uses Apple products. The results drawn from the survey can be summarized as follows: First, extroversion positively affected Brand Evangelism. Second, openness did not statistically influence Brand Evangelism. Third, Brand Evangelism was positively affected by flow. Fifth, Brand Evangelism positively influenced co-creation and cultism. Finally, the results indicate that self-congruity showed its moderating effects on only the relationship between openness and Brand Evangelism. Theoretical and practical implications, and limitations of this study were discussed.

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