虚拟品牌社区顾客参与价值共创如何提升品牌关系?——品牌体验的中介作用
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摘要
虚拟品牌社区已经成为顾客参与价值共创的典型平台,而品牌关系是虚拟品牌社区得以存在的基础,也是虚拟品牌社区创建和发展的根本目标。企业通过虚拟品牌社区吸引更多的顾客参与新产品开发或营销互动,以及鼓励社区内顾客之间的体验分享,来加强虚拟品牌社区的品牌关系,然而,上述关系及作用机理还缺乏完善的实证验证。本研究从广义品牌关系视角,运用实证数据验证了虚拟品牌社区顾客参与价值共创对品牌关系的影响,并检验了品牌体验在二者关系中的中介作用。研究结果表明,虚拟品牌社区广义品牌关系由顾客品牌/产品关系、顾客顾客关系和顾客企业关系三个维度组成;顾客参与发起的价值共创和自发的价值共创对品牌关系都具有显著正向影响;加入品牌体验后,顾客参与发起的价值共创和自发的价值共创完全通过品牌体验影响品牌关系,即品牌体验在顾客参与发起和自发的价值共创各自与品牌关系之间起完全中介作用。该研究成果不但丰富了虚拟品牌社区环境下品牌关系和价值共创的理论成果,而且为提升虚拟品牌社区品牌关系寻找到了新的路径。
Virtual brand community has become a typical platform for customers to participate in value co-creation.Brand relationship is the basis for the existence of virtual brand community,and is also the fundamental goal of the establishment and development of virtual brand community. Through virtual brand community,enterprises attract more customers to participate in new product development activities,marketing interaction activities,and encourage customers to share their experience,which strengthen the brand relationship of virtual brand community. However,the above-mentioned relationship and mechanism of action are still lack of perfect empirical verification. From the perspective of broad brand relationship,this study uses empirical data to verify the impact of customer participation in value co-creation on brand relationship in virtual brand community,and examines the mediating role of brand experience in the relationship between them. The results show that the broad brand relationship in virtual brand community is composed of three dimensions: customer brand/product relationship,customer customer relationship and customer enterprise relationship; customer participation in two types of value co-creation all have direct significant effects on brand relationship,after brand experience is added in the research model,brand experience has fully mediating effect on the relationship between customer participation in two types of value co-creation and brand relationship. The research results not only enrich the theoretical results of brand relationship and value co-creation under the environment of virtual brand community,but also find a new way to promote brand relationship of the virtual brand community.
Virtual brand community has become a typical platform for customers to participate in value co-creation.Brand relationship is the basis for the existence of virtual brand community,and is also the fundamental goal of the establishment and development of virtual brand community. Through virtual brand community,enterprises attract more customers to participate in new product development activities,marketing interaction activities,and encourage customers to share their experience,which strengthen the brand relationship of virtual brand community. However,the above-mentioned relationship and mechanism of action are still lack of perfect empirical verification. From the perspective of broad brand relationship,this study uses empirical data to verify the impact of customer participation in value co-creation on brand relationship in virtual brand community,and examines the mediating role of brand experience in the relationship between them. The results show that the broad brand relationship in virtual brand community is composed of three dimensions: customer brand/product relationship,customer customer relationship and customer enterprise relationship; customer participation in two types of value co-creation all have direct significant effects on brand relationship,after brand experience is added in the research model,brand experience has fully mediating effect on the relationship between customer participation in two types of value co-creation and brand relationship. The research results not only enrich the theoretical results of brand relationship and value co-creation under the environment of virtual brand community,but also find a new way to promote brand relationship of the virtual brand community.
引文
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[15]McAlexander J H,Schouten J W,Koenig H F.Building brand community[J].Journal of Marketing,2002,66(1):38-54.
[16]沙振权,蒋雨薇,温飞.虚拟品牌社区体验对社区成员品牌认同影响的实证研究[J].管理评论,2010,22(12):79-88.
[17]Muniz J A M,O’Guinn T C.Brand community[J].Journal of Consumer Research,2001,27(4):412-432.
[18]Nambisan S,&Baron R A.Virtual customer environments:Testing a model of voluntary participation in value co-creation activities[J].Journal of product Innovation Management,2009,26(4):388-406.
[19]Schmitt B H.Experiential Marketing:How to Get Customers to Sense,Feel,Think,Act,Relate to Your Company and Brands[M].Free Press,New York,1999.
[20]Evard Y,Aurier P.Identification and validation of the components of the person-object relationship[J].Journal of Business Research,1996,37:127-134.
[21]Schultz D E,Barnes B E.Strategic Brand Communication Campaigns[M].McGraw-Hill,1999.
[22]叶序炮.虚拟品牌社区用户参与对品牌关系的影响---品牌体验的中介作用[D].中山:中山大学,2010.
[23]朱丽叶,袁登华,郝佳.虚拟品牌社区顾客参与品牌共创对品牌承诺的影响研究[J].管理学报,2018,15(2):262-271.
[24]李启庚,余明阳.品牌体验价值对品牌资产影响的过程机理[J].系统管理学报,2011,20(6):744-751.
[25]Schouten J W,Mcalexander J H,Koenig H F.Transcendent customer experience and brand community[J].Journal of the Academy of Marketing Science,2007,35(3):357-368
[26]Hans Ouwersloot,Gaby Odekerken-Schr9der.Who’s who in brand communities-and why?[J].European Journal of Marketing,2008,42(5):571-585.
[27]Holmbeck G N.Toward terminological,conceptual,and statistical clarity in the study of mediators and moderators:Examples from child-clinical and pediatric psychology literatures[J].Journal of Consulting and Clinical Psychology,1997,65:599-610.
[2]Zarantonello L,and Schmitt B H.Using the brand experience scale to profile consumers and predict consumer behavior[J].Journal of Brand Management,2010,17:532-540.
[3]赵丹.品牌个性对品牌体验和品牌关系的中介作用研究---以电信行业为例[D].长春:吉林大学,2011.
[4]Prahalad C K,Ramaswamy V.Co-creation experiences:The next practice in value creation[J].Journal of Interactive Marketing,2004,18(3):5-14.
[5]李朝辉,金永生,卜庆娟.顾客参与虚拟品牌社区价值共创对品牌资产影响研究---品牌体验的中介作用[J].营销科学学报,2014,10(4):109-124.
[6]Zwass V.Co-creation:Toward a taxonomy and an integrated research perspective[J].International Journal of Electronic Commerce,2010,15(1):11-48.
[7]Alloza A.Brand engagement and brand experience at BBVA,the transformation of a 150 year old company[J].Corporate Reputation Review,2008,11:371-379.
[8]de Chernatony L,Christodoulides G.Taking the brand promise online:Challenges and opportunities[J].Interactive Marketing,2004,5(3):238-251.
[9]Blackston M.Observations:Building brand equity by managing the brand’s relationships[J].Journal of Advertising Research,1992,32(3):79-83.
[10]朱丽叶,麦紫苑,叶惠敏.虚拟品牌社区消费者参与品牌共创对关系质量的影响[J].成都大学学报(社会科学版),2017,172(4):2-7.
[11]Christodoulides G.Branding in the post-internet era[J].Marketing Theory,2009,9(1):141-144.
[12]薛云建,吴长新.基于社会化媒体营销的社区感知、角色外行为与品牌忠诚研究[J].企业经济,2018(11):78-83.
[13]Pawle J,and Cooper P.Measuring emotion:Lovemarks,the future beyond brands[J].Journal of Advertising Research,2006,46(4):38-48.
[14]吴麟龙,汪波.虚拟品牌社区对品牌关系的影响机制研究[J].管理案例研究与评论,2015,8(1):71-83.
[15]McAlexander J H,Schouten J W,Koenig H F.Building brand community[J].Journal of Marketing,2002,66(1):38-54.
[16]沙振权,蒋雨薇,温飞.虚拟品牌社区体验对社区成员品牌认同影响的实证研究[J].管理评论,2010,22(12):79-88.
[17]Muniz J A M,O’Guinn T C.Brand community[J].Journal of Consumer Research,2001,27(4):412-432.
[18]Nambisan S,&Baron R A.Virtual customer environments:Testing a model of voluntary participation in value co-creation activities[J].Journal of product Innovation Management,2009,26(4):388-406.
[19]Schmitt B H.Experiential Marketing:How to Get Customers to Sense,Feel,Think,Act,Relate to Your Company and Brands[M].Free Press,New York,1999.
[20]Evard Y,Aurier P.Identification and validation of the components of the person-object relationship[J].Journal of Business Research,1996,37:127-134.
[21]Schultz D E,Barnes B E.Strategic Brand Communication Campaigns[M].McGraw-Hill,1999.
[22]叶序炮.虚拟品牌社区用户参与对品牌关系的影响---品牌体验的中介作用[D].中山:中山大学,2010.
[23]朱丽叶,袁登华,郝佳.虚拟品牌社区顾客参与品牌共创对品牌承诺的影响研究[J].管理学报,2018,15(2):262-271.
[24]李启庚,余明阳.品牌体验价值对品牌资产影响的过程机理[J].系统管理学报,2011,20(6):744-751.
[25]Schouten J W,Mcalexander J H,Koenig H F.Transcendent customer experience and brand community[J].Journal of the Academy of Marketing Science,2007,35(3):357-368
[26]Hans Ouwersloot,Gaby Odekerken-Schr9der.Who’s who in brand communities-and why?[J].European Journal of Marketing,2008,42(5):571-585.
[27]Holmbeck G N.Toward terminological,conceptual,and statistical clarity in the study of mediators and moderators:Examples from child-clinical and pediatric psychology literatures[J].Journal of Consulting and Clinical Psychology,1997,65:599-610.
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