Abstract
The significance of brand co-creation in virtual brand communities has been recognized in academia and practice. The existing literature has investigated the impact of customer participation in virtual brand community on brand performance and its mechanism, but the prospective impact of types of virtual brand community on types of brand commitment is not examined. Based on the survey of 229 members in virtual brand communities of two popular games of Tencent, this research empirically examines how different types of brand co-creation and virtual brand communities influence brand commitment. This research confirms that customers participating in autonomous brand co-creation in the autonomous virtual brand community have a significantly higher degree of brand experience, and those who participate in both sponsored and autonomous virtual brand community have a comparatively lower degree of brand experience. Meanwhile, sub-brand brand commitment plays the role of mediator between brand experience and corporate brand commitment. Theoretical and managerial implications are offered with limitations and future research.
Highlights
In the past two decades, Service-Dominant Logic (S-D Logic) has developed rapidly, indicating that value is no longer solely created by the companies, but co-created by customers or other stakeholders [1]
Comparing H5 and H6, the overall standard estimation of H6 is higher than that of H5. This demonstrates that when participating in both communities, customers who are participating in autonomous brand cocreation still have better experience than sponsored brand co-creation
From H1 to H6, the overall standard estimation of H4 is the greatest. This means that the customers who are participating in the autonomous virtual brand community and autonomous brand co-creation could have the best experience
Summary
In the past two decades, Service-Dominant Logic (S-D Logic) has developed rapidly, indicating that value is no longer solely created by the companies, but co-created by customers or other stakeholders [1]. Since the advent of the brand era and S-D Logic, as well as the era of Internet and virtual economy, scholars have discovered that the boundaries of value cocreation are extended and integrated into brand cocreation, which is recognized as a new paradigm of branding [2] In this digital era, virtual brand communities have gradually become an essential platform for customers and companies to co-create the value [3]. Customers can participate in autonomous brand co-creation by sharing consumption experiences, product evaluation and knowledge, and interacting with other customers in the brand communities [4] Regarding these topics, researchers have dived deep into brand cocreation and brand communities. The theoretical and managerial values of brand co-creation and virtual communities have been recognized by researchers
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
