| With the emergence of social media platforms in the era of digital economy,great changes have taken place in the traditional relationship between enterprises and customers.More and more enterprises begin to attach importance to the outstanding contribution of customers in the process of value creation with enterprises.It is one of the important strategies for enterprises to strengthen customer relationship management in order to achieve customer engagement.In the micro level of individual consumption decisionmaking process,consumers will purchase products or services according to the symbolic brand image to meet the needs of self-construction and expression.Does the symbolic brand image have an impact on customer engagement behavior? What are the differences and similarities between the influence paths and boundary conditions in different dimensions of symbolic brand image? No scholar has discussed it in depth.Based on the existing research results,this paper takes consumers familiar with the social media platform as the research object,studies the influence mechanism of symbolic brand image on customer engagement behavior,verifies the mediating effect of consumer self-brand connection in it,and explores the moderating effect of perceived support for customer on the direct effect and the second stage of indirect effect in the model of symbolic brand image-consumer self-brand connection-customer engagement behavior.On the basis of literature analysis,this paper puts forward research hypothesis,constructs research model,chooses appropriate measurement scale,and generates formal questionnaire according to the reliability and validity analysis results of pre-survey.Then,descriptive statistics,reliability analysis and correlation analysis of the collected sample data are carried out by SPSS 21.0,and confirmatory factor analysis and hypothesis tests are carried out by Mplus 7.4.Structural equation modeling was used to test the main effect,Bootstrap method was used to test the mediating effect of latent variables,a method of testing the difference of mediating effect was used to examine the moderated mediator.The conclusions drawn in this paper are as follows: Symbolic brand image positively affects customer engagement behavior,in which brand personal image positively affects consumer’s continuous trading behavior and customer word-of-mouth behavior,brand social image positively affects continuous trading behavior,and brand relationship image positively affects customer word-of-mouth behavior.Consumer self-brand connection plays a mediating role in the impact of symbolic brand image on customer engagement behavior.The mediating effects of brand personal image-continuous trading behavior,brand personal image-customer word-of-mouth behavior,brand social image-continuous trading behavior,brand social image-customer word-of-mouth behavior reach significant levels.Perceived support for customer has a positive moderating effect on the direct effects and the second stage of indirect effects in two models: brand personal image-consumer self-brand connection-continuous trading behavior,brand personal image-consumer selfbrand connection-customer word-of-mouth behavior.According to the research conclusion,this paper puts forward relevant marketing enlightenment: Enterprises should actively meet the personalized needs and preferences of consumers;Enterprises should pay attention to the customer relationship management of personalized brands and high-end brands;Enterprises need to rationally operate the new media platform of personalized brands.This paper enriches the theoretical results of symbolic brand image and customer engagement behavior,and has certain reference value for symbolic positioning of corporate brand,customer relationship management and new media operation management. |
