品牌个性与品牌至爱对电子口碑的作用-以品牌体验分享做调节变量
The Effect of Brand Personality and Brand Love on eWOM: Using Brand Experience Sharing as Moderators
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In 2016, china's internet emerged as a knowledge-paying industry, known as knowledge payment. Because China's national conditions are different from those of foreign countries, different views and management of "intellectual property" will lead to this unique field of Internet in China. This study selects "get" brand as the object, studies its consumer to this brand's individuality and the brand to the love feeling function, finally how to generate the electronic word of mouth. To explore the influence of brand love on brand electronic word of mouth from the perspective of brand personality; what role do consumers of different personalities play between brand and brand love, the field of knowledge payment based on the Internet, and the sharing and dissemination of knowledge content, so the role of brand experience sharing behavior on brand love and brand word of mouth communication also needs to be studied. Providing dedicated products or services to the customer base to achieve profitable goals is the most potential content entrepreneurship model. And as an emerging market, the field of knowledge payment will quickly attract a large number of "knowledge services" enterprises, in addition to the use of some conventional marketing means, brand marketing is certainly not essential. And this research also has the enlightenment to the enterprise brand electronic marketing.
Abstract
In 2016, china's internet emerged as a knowledge-paying industry, known as knowledge payment. Because China's national conditions are different from those of foreign countries, different views and management of "intellectual property" will lead to this unique field of Internet in China. This study selects "get" brand as the object, studies its consumer to this brand's individuality and the brand to the love feeling function, finally how to generate the electronic word of mouth. To explore the influence of brand love on brand electronic word of mouth from the perspective of brand personality; what role do consumers of different personalities play between brand and brand love, the field of knowledge payment based on the Internet, and the sharing and dissemination of knowledge content, so the role of brand experience sharing behavior on brand love and brand word of mouth communication also needs to be studied. Providing dedicated products or services to the customer base to achieve profitable goals is the most potential content entrepreneurship model. And as an emerging market, the field of knowledge payment will quickly attract a large number of "knowledge services" enterprises, in addition to the use of some conventional marketing means, brand marketing is certainly not essential. And this research also has the enlightenment to the enterprise brand electronic marketing.
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