Author(s)

Xiaoxiao Zhang, Yiming Shao

Corresponding Author

Xiaoxiao Zhang

ABSTRACT

Based on literature research, this paper proposes to divide brand personification into two dimensions to study the influence and mechanism of different types of brand personification on consumer value co creation. In addition, the introduction of customer integration behavior as an intermediary variable, the brand values as a regulatory variable of customer integration behavior on value co creation behavior, and the brand values are divided into two dimensions of objective values and functional values, respectively, to explore the regulatory role of different dimensions. Through the analysis and research, this paper believes that brand personification can positively affect value co creation behavior, customer involvement behavior plays a positive intermediary role in brand personification and value co creation behavior, and brand values can positively regulate the role of customer involvement behavior in value co creation behavior.

KEYWORDS

Brand personification, value co creation behavior, customer integration behavior, brand values