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Abstract The study aims to explore the internal mechanism of the association among the we media content marketing, consumer brand personality perception and brand attitude. With 363 valid subjects’ data obtained from two inter-group experiments, we used hierarchical regression analysis and analysis of variance to draw the following conclusions: three different forms of brand media content marketing including conversation, storytelling, customer interaction and participation have positive significant effect on consumers’ brand personality perception and brand attitudes. Among them, conversation and storytelling affect almost equally, while customer interaction and participation are weak-linked. Brand personality perception partially mediates the relationship between content marketing and brand attitudes. Further, the degree of content associated with brand fails in its moderate role on the relationship between content marketing with brand personality perception and brand attitude.
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Received: 11 April 2016
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2016, Vol. 13 
