顾客参与品牌共创如何提升品牌忠诚？——共创行为类型对品牌忠诚的影响与作用机制研究

朱丽叶; 袁登华; 张红明

doi:doi:10.16538/j.cnki.fem.2018.05.007

/ 期刊集群 / 外国经济与管理

外国经济与管理

主编：李增泉

常务副主编：郑春荣

副主编：阴慧芳贺小刚刘建国

ISSN：1001-4950

刊号：31-1063/F

创刊于1979年，是面向国内外公开发行的管理类学术期刊。

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顾客参与品牌共创如何提升品牌忠诚？——共创行为类型对品牌忠诚的影响与作用机制研究

朱丽叶

, 袁登华, 张红明

作者单位信息

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外国经济与管理 2018 年第 40 卷第 05 期, 页码：84 - 98 DOI:10.16538/j.cnki.fem.2018.05.007

出版日期：2018年5月1日

摘要

参考文献

摘要

随着互联网的发展和社会化媒体的兴起，虚拟品牌社区成为顾客参与品牌共创的重要平台。企业通过该平台来吸引顾客参与品牌的开发、建设和传播，以强化品牌与顾客的关系，建立品牌忠诚，但现有研究未明确品牌共创及其行为类型如何影响品牌忠诚。本文基于对小米品牌社区成员的问卷调查，实证检验了虚拟品牌社区顾客参与品牌共创及不同共创行为类型对品牌忠诚的影响及其作用机制。研究结果表明：顾客参与企业发起的品牌共创与顾客参与自发的品牌共创对品牌忠诚的影响存在显著差异，顾客参与企业发起的品牌共创对其品牌忠诚的影响不够显著，而顾客参与自发的品牌共创对其品牌忠诚的影响非常显著，其影响机制是不仅直接影响品牌忠诚，还通过品牌知识和自我品牌联结的中介作用间接影响品牌忠诚。

关键词

顾客参与; 品牌共创; 品牌忠诚; 共创类型

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引用本文

朱丽叶, 袁登华, 张红明. 顾客参与品牌共创如何提升品牌忠诚？——共创行为类型对品牌忠诚的影响与作用机制研究[J]. 外国经济与管理, 2018, 40(5): 84-98.

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