The impact of the Moderating Role of Product Category and Customers’ Personality Type based on Eysenck's Model on Consumer Brand Engagement | ||
| نشریه علمی پژوهشی مدیریت کسب و کارهای بین المللی | ||
| Article 6, Volume 2, Issue 3 - Serial Number 6, October 2019, Pages 109-143 PDF (1.25 M) | ||
| Document Type: Original Article | ||
| DOI: 10.22034/jiba.2019.9305 | ||
| Authors | ||
| Amin Mojoodi1; Mohamad Ali Abdolvand* 2; Hashem Nikoomaram3; Mohsen Khonsiyavoosh4 | ||
| 1Ph.D. Student, Business Management Department, Management and Economic Faculty, Science and Research Branch, Islamic Azad University, Tehran, Iran. | ||
| 22- Assistant Prof., Business Management Department, Management and Economic Faculty, Science and Research Branch, Islamic Azad University, Tehran, Iran. | ||
| 3Associate Prof., Business Management Department, Management and Economic Faculty, Science and Research Branch, Islamic Azad University, Tehran, Iran. | ||
| 4Assistant Prof., Fundamental science Department, Qazvin Branch, Islamic Azad University, Qazvin, Iran. | ||
| Abstract | ||
| Consumer Brand Engagement (CBE) has been introduced in recent years as an important structure and this concept has received the increasing attention of marketing activists. However, further studies are required to completely perceive the concept. The purpose of the present study was to investigate the effect of the subjective, social and behavioral antecedents on consumer brand engagement. In addition, this study was conducted according to the customer personality type and the nature of the goods (i.e. hedonic and utilitarian goods). It was an applied descriptive study. The statistical population included the customers of Apple and Samsung brands in Tehran. A total number of 350 questionnaires were distributed among the customers and then collected. Structural equation modeling using AMOS and Subgroup Analysis using SPSS were used for data analysis. Results showed that subjective, social and behavioral drivers positively influence consumer brand engagement. Moreover, results indicated that the mediating effect of the nature of goods is confirmed in the relationship between brand jealousy and consumer brand engagement. Regarding the personality types, results showed that the stable extroverted personality has a stronger effect on the relationship between involvement, brand jealousy and social identity with consumer brand engagement | ||
| Keywords | ||
| Consumer -brand engagement; brand jealousy; brand love; loyalty; Brand Preference | ||
| References | ||
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