Rather Raouf Ahmad, Hollebeek Linda D, Vo-Thanh Tan, Ramkissoon Haywantee, Leppiman Anu, Smith Dale
Scientific Independent Researcher J&K India.
IPAG Business School Paris France.
J Consum Behav. 2022 Sep-Oct;21(5):1175-1189. doi: 10.1002/cb.2070. Epub 2022 Jun 28.
While insight into consumer brand engagement, experience, and identification is rapidly developing, little remains known regarding the association of these, and related, concepts, as therefore explored in this article. Drawing on social identity theory and service-dominant-logic, this study develops and tests a model that explores the effect of customers' brand credibility, -value congruence, and -experience on their brand identification, and its subsequent effect on their brand advocacy, -attachment, and -loyalty. We also examine the potentially moderating role of consumers' engagement in affecting these relationships. To explore these issues, we collected tourist-based survey data. To analyze the data, we used confirmatory factor analysis, followed by structural equation modeling. The findings reveal that brand value congruence, credibility, and experience exercise significant positive effects on customers' brand identification, which, in turn, impact their brand advocacy, attachment, and loyalty. Further, brand engagement is shown to moderate the association of these factors. We conclude by outlining key theoretical/practical implications that arise from this research.
虽然对消费者品牌参与度、体验和认同的洞察正在迅速发展，但对于这些以及相关概念之间的关联，我们仍知之甚少，本文将对此进行探讨。基于社会认同理论和服务主导逻辑，本研究构建并检验了一个模型，该模型探讨了顾客的品牌可信度、价值一致性和体验对其品牌认同的影响，以及随后对其品牌倡导、依恋和忠诚度的影响。我们还考察了消费者参与度在影响这些关系中可能起到的调节作用。为了探究这些问题，我们收集了基于游客的调查数据。为了分析数据，我们先进行了验证性因子分析，然后进行结构方程建模。研究结果表明，品牌价值一致性、可信度和体验对顾客的品牌认同具有显著的正向影响，进而影响他们的品牌倡导、依恋和忠诚度。此外，品牌参与度被证明可以调节这些因素之间的关联。我们通过概述本研究产生的关键理论/实践意义来得出结论。
