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

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