Title: The impact of brand personification on consumer value co-creation intention

Authors: Li Liu; Yuankun Nie

Addresses: School of Business, Yunnan University of Finance and Economics, Kunming 650221, China ' School of Business, Yunnan University of Finance and Economics, Kunming 650221, China

Abstract: As digitisation reshapes traditional industries, more digital brands focus on enhancing consumer value co-creation intention. This research examines the psychological mechanism of brand personification on consumer value co-creation intention by considering the consumer perception and psychological distance. Two experiments revealed the following findings: brand personification significantly impacts consumer value co-creation intention; partner-personified brands inspire consumers to perceive greater competence, increasing consumer value co-creation intention; servant-personified brands, on the other hand, inspire consumers to perceive greater warmth, resulting in increased consumer value co-creation intention; psychological distance mediates the relationship between brand personification and consumer value co-creation intention. These findings contribute to understanding brand personification, offering practical insights for companies to identify different types of brand personification, comprehend their crucial role in consumer value co-creation intention, and explain how each type of personification influences consumers' brand perception and evaluation.

Keywords: partner; servant; brand culture; psychological distance; consumer value co-creation intention.

DOI: 10.1504/IJCULTM.2023.134450

International Journal of Cultural Management, 2023 Vol.1 No.3, pp.252 - 264

Received: 17 Apr 2023
Accepted: 31 May 2023
Published online: 23 Oct 2023 *

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