Abstract This paper discusses the mechanism of how brand anthropomorphism promotes the willingness of consumer value co-creation. It is found that only when consumers’ perceived values are consistent with brand values, brand anthropomorphism is more effective in promoting the willingness of consumer value co-creation than non-anthropomorphism. Conversely, there is no significant difference between brand anthropomorphism and non- anthropomorphism. Furthermore, consumer brand engagement mediates such interactive effect on value co-creation. That is to say, when consumer brand values are consistent, brand anthropomorphism can promote consumer brand engagement more than non-anthropomorphism, thus promotes consumer value co-creation intention more effective.
ZHU Liangjie,HE Jiaxun,HUANG Haiyang. The Moderating Effect of Brand Value Consistency on Consumer Value Co-Creation Intention[J]. Chinese Journal of Management, 2018, 15(8): 1196-.
