Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
6838414 | Computers in Human Behavior | 2015 | 8 Pages |
Abstract
Social media activities generated by consumers in brand communities are claimed to have a potentially game-changing impact on interaction among brand entities and brand building. In this article, we explore whether value co-creation practices in brand community have positive effects on the consumer-brand and consumer-other consumers' relationships, as well as, community commitment and brand loyalty. A survey based empirical study with 286 respondents was conducted. The results of structural equation modeling show that four value co-creation practices positively influence consumer-other consumers' relationships and only two of the four positively influence consumer-brand relationships. The consumer-brand-consumer triad relationships could significantly enhance brand loyalty directly, as well as indirectly through community commitment. Finally, theoretical and managerial implications are discussed.
Related Topics
Physical Sciences and Engineering
Computer Science
Computer Science Applications
Authors
Nuan Luo, Mingli Zhang, Wenhua Liu,