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| The Moderating Effect of Brand Value Consistency on Consumer Value Co-Creation Intention |
| ZHU Liangjie，HE Jiaxun，HUANG Haiyang |
| 1. East China Normal University, Shanghai, China; 2. Wuyi University, Jiangmen, Guangdong, China |
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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.
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Received: 12 March 2018
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