The Effects of Luxury Brand Influencer Characteristics on Self-Brand Connection: Focused on Consumer Perception

This study aims to understand how the characteristics of luxury brand influencer and consumer need satisfaction positively affect self-brand connection. It also attempts relationship between connection word-of-mouth intention. investigates moderating effect self-identification product fit as control variables. The hypothesis research model in this are established through a literature review. Furthermore, 500 consumers who use Internet social networking services participated study. statistical package structural equation analysis program were used test hypothesis. results from analyzing follows: influencer’s characteristics, such attractiveness, expertise, reliability found have positive on investigated that autonomy, component satisfaction, did not However, relatedness competence affected effects when influencers’ was confirmed there an interaction high low groups for all modulating implications mentioned sustainability perspective at end paper.