VSE knjižnice (vzajemna bibliografsko-kataložna baza podatkov COBIB.SI)
  • Consumers' identification with corporate brands : brand prestige, anthropomorphism and engagement in social media
    Tuškej Lovšin, Urška ; Podnar, Klement
    Purpose: This paper aims to examine relationships between consumers' identification with a corporate brand (CBI), corporate brand prestige (BP), corporate brand anthropomorphism (BA), and consumers' ... active engagement in corporate brand activities (CBE) on social media (SM). Design/methodology/approach: Data collected with an online survey on a sample randomly drawn from an online panel of consumers were used to test the proposed theoretical model. Findings: Corporate brand anthropomorphism and corporate brand prestige were found to positively influence consumer's identification with a corporate brand. Also, CBI positively affects consumers' active engagement and fully mediates the effect of BP and BA on CBE. Research limitations/implications: Further research in other markets and on a broader set of corporate brands would additionally validate results and enable comparisons of impacts among different brand categories.The data were gathered in one country, so further research in other markets would additionally validate results of this study. Practical implications: Chief executives responsible for corporate brand management are provided with some insights on how appropriate corporate brand identity management can strengthen CBI and stimulate CBE on SM. Originality/value: This paper provides some novel insights into the research on consumer-brand identification. It is the first study (to our knowledge) that empirically supports the positive influence of corporate brand anthropomorphism on CBI. It also contributes to the clarification of previously inconsistent results of the influence of BP on CBI. By showing that CBI plays a vital role in increasing consumers' active engagement on SM, the study contributes to the relatively sparse body of research on CBE.
    Vir: The journal of product & brand management. - ISSN 1061-0421 (Vol. 27, no. 1, 2018, str. 3-17)
    Vrsta gradiva - članek, sestavni del
    Leto - 2018
    Jezik - angleški
    COBISS.SI-ID - 35394909

    Povezava(-e):

    http://www.emeraldinsight.com/doi/pdfplus/10.1108/JPBM-05-2016-1199
    DOI

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