E3S Web Conf.
Volume 235, 20212020 International Conference on New Energy Technology and Industrial Development (NETID 2020)
|Number of page(s)||8|
|Section||Industrial Technology Development and Industrial Structure Adjustment and Upgrading|
|Published online||03 February 2021|
Examining How Brand Co-Creation and Virtual Brand Community Affect Brand Commitment
School of English for International Busienss Guangdong Univeristy of Foreign Studies Guangzhou, China
2 College of Professional Studies Northeastern University Boston, USA
3 College of Accounting Business College of Shanxi University Taiyuan, China
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.
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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