Investigating the Source of Brand Personality in the Crowdfunding Context

• Main Authors: HarmanWarsono, 林福龍
• Other Authors: Tien Wang
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/ms5543

碩士 === 國立成功大學 === 國際經營管理研究所 === 106 === Crowdfunding activities has been growing rapidly in the past few years. Many project creators are able to gather enough fund to establish their project, a few of them successfully attract much more supports than what they need, but also many projects fail to gather enough funds to establish the project. Therefore, success factors of crowdfunding project are still being explored. This research brings the concept of brand personality to increase the success factor of crowfunding project. Through the theory of self-congruity, this research explores whether brand personality can ignite intention to invest in a particular crowdfunding project. More importantly, this research focuses on exploring the source of brand personality in the crowdfunding project. An experimental study was done and conclude that crowdfunding creator’s expertise and profile picture can be the source of brand personality, especially in the sincerity, competence, and ruggedness dimensions. Brand personality is also concluded to have a positive significant effect to intention to invest through the mediation effect of self congruity. At the end of the research theoretical and practical contributions are discussed.