The impact of the Moderating Role of Product Category and Customers’ Personality Type based on Eysenck's Model on Consumer Brand Engagement

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Mojoodi amin; Abdolvand Mohamad Ali; NIKOOMARAM HASHEM; Khonsiyavoosh Mohsen

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Paper Information

Journal: JOURNAL OF INTERNATIONAL BUSINESS ADMINISTRATION Year:2019 | Volume:2 | Issue:3 Page(s): 109-143

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Information Journal Paper

Title

The impact of the Moderating Role of Product Category and Customers’ Personality Type based on Eysenck's Model on Consumer Brand Engagement

Author(s)

Mojoodi amin | Abdolvand Mohamad Ali | NIKOOMARAM HASHEM | Khonsiyavoosh Mohsen | Issue Writer Certificate

Keywords

Consumer-brand engagement

brand jealousy

brand love

loyalty

Brand Preference

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

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APA: Copy

Mojoodi, amin, Abdolvand, Mohamad Ali, NIKOOMARAM, HASHEM, & Khonsiyavoosh, Mohsen. (2019). The impact of the Moderating Role of Product Category and Customers’ Personality Type based on Eysenck's Model on Consumer Brand Engagement. JOURNAL OF INTERNATIONAL BUSINESS ADMINISTRATION, 2(3 ), 109-143. SID. https://sid.ir/paper/380321/en

Vancouver: Copy

Mojoodi amin, Abdolvand Mohamad Ali, NIKOOMARAM HASHEM, Khonsiyavoosh Mohsen. The impact of the Moderating Role of Product Category and Customers’ Personality Type based on Eysenck's Model on Consumer Brand Engagement. JOURNAL OF INTERNATIONAL BUSINESS ADMINISTRATION[Internet]. 2019;2(3 ):109-143. Available from: https://sid.ir/paper/380321/en

IEEE: Copy

amin Mojoodi, Mohamad Ali Abdolvand, HASHEM NIKOOMARAM, and Mohsen Khonsiyavoosh, “The impact of the Moderating Role of Product Category and Customers’ Personality Type based on Eysenck's Model on Consumer Brand Engagement,” JOURNAL OF INTERNATIONAL BUSINESS ADMINISTRATION, vol. 2, no. 3 , pp. 109–143, 2019, [Online]. Available: https://sid.ir/paper/380321/en

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