The effects of value co-creation practices on building harmonious brand community and achieving brand loyalty on social media in China

  • Luo N
  • Zhang M
  • Liu W
  • 186

    Readers

    Mendeley users who have this article in their library.
  • 25

    Citations

    Citations of this article.

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.

Author-supplied keywords

  • Brand community
  • Brand loyalty
  • Community commitment
  • Consumer-brand-consumer triad
  • Social media
  • Value co-creation practices

Get free article suggestions today

Mendeley saves you time finding and organizing research

Sign up here
Already have an account ?Sign in

Find this document

Authors

Cite this document

Choose a citation style from the tabs below

Save time finding and organizing research with Mendeley

Sign up for free