A Study of the Impact of Customer Participation in Brand Co-creation on Brand Relationship Quality:A Moderated Mediation Model
As brand value co-creators,customers participate in enterprise business activities through virtual brand communities,which have a certain impact on brand performance,brand relationship quality and oth-er aspects.This study takes brand experience as the mediating variable and brand word-of-mouth as the moderating variable to construct a moderated mediation model.Based on the sample data of Xiaomi brand community,we verify the mechanism of customer participation in brand co-creation on brand relationship quality,and conclude that:brand co-creation positively affects brand experience and brand relationship quality;brand experience positively affects brand relationship quality;brand experience plays a mediator role between brand co-creation and brand relationship quality;and brand word-of-mouth positively regu-lates the relationship between brand co-creation and brand experience.In order to efficiently manage virtual brand communities and improve the quality of brand relationships,companies can create positive interac-tions and lead customers to develop positive word-of-mouth by posting interesting activities in the commu-nity,implementing experiential brand marketing and developing incentive programmes.
万方数据
维普
