초록 열기/닫기 버튼
As consumers increasingly exhibit various altruistic behaviors that contribute to brand value on social media channels, much academic attention has been devoted to exploring when and how such extra-role behaviors (e.g., providing feedback and helping other customers) can be achieved. Researchers acknowledged that cognitive knowledge and affective attachment a consumer holds for the brand impacts the level of customer-brand relationships and resulting behaviors. However, there exists little empirical research on the effects of these two key factors. Thus, this study aimed to shed some light on the research field by proposing and empirically testing a conceptual model of self-brand connections that considers brand knowledge and brand love as potential antecedents and social media-based contributing behaviors as a consequence. Results from structural equation modeling analysis demonstrate that brand love enhances customer-brand relationships, which in turn, lead to extra-role behaviors. However, the influence of brand knowledge was minimal. Implications are discussed for effective management of cultivating brand advocates.
