A clash of personality? The relationship among consumer personality, brand personality and word-of-mouth with social-cognitive perspective: Generation as the moderator
學年 104
學期 1
出版（發表）日期 2015-10-01
作品名稱 A clash of personality? The relationship among consumer personality, brand personality and word-of-mouth with social-cognitive perspective: Generation as the moderator
作品名稱（其他語言）
著者 Shu-Hsien Liao; Yu-Chun Chung; Keng-Yi Lin
單位 淡江大學管理科學學系
出版者 Olney: Inderscience Publishers
著錄名稱、卷期、頁數 International Journal of Services Technology and Management 21(1-3), p.111-126
摘要 Personality is an inner psychological term known as a set of specified factors distinguishing from an individual to other individuals. Such significant differences not only influence consumer behaviour and his/her reflection to a specific brand, but also lead to a variety of effective marketing strategies for brand manufacturers to meet the needs of consumers. The study mainly aims to investigate the relationship among consumer personality (CP), brand personality (BP), and word-of-mouth (WOM) while generation plays a moderating role with social-cognitive perspective through factor analysis, CP is divided into various types, including 'conservativeness', 'openness', 'conscientiousness', and 'extraversion'. On the other hand, BP is divided into 'excitement', 'ruggedness', 'competence', and 'sophistication'. Based on 405 collected samples of Nike shoes users, we use structural equation modelling to examine several hypotheses in this study. The empirical results indicate that: 1) BP serves as a partial mediator between CP and WOM; 2) Generation has the moderating effect on the relationship among CP, BP and WOM. Moreover, this study discovers that Nike has higher positive WOM when consumers tend to have conservativeness personalities or consider Nike as a competence brand.
關鍵字 consumer personality;brand personality;word-of-mouth;WOM;consumer behaviour;social-cognitive perspective;SCP;generation;moderating effect;structural equation modelling;SEM;Nike shoes;Nike shoe users;conservative;openness;conscientious;extravert;excitement;ruggedness;competence;sophistication
語言 en
ISSN 1460-6720
期刊性質 國外
收錄於 EI
產學合作
通訊作者
審稿制度 否
國別 GBR
公開徵稿
出版型式 ,電子版,紙本
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/100456 )

機構典藏連結
SDGS 產業創新與基礎設施