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Abstract Based on the premise that consumer participation is the process of consumer establishing emotional connection with enterprise, and obtaining “relationship value” , this study focuses on consumers’ participating in new product idea brainstorming, the online community members’ “brand emotion”, self - brand connection and brand attachment. Through a series of experiments, it is confirmed that consumers’ participating in new product idea brainstorming is positively affecting the self-brand connection of the online community members. The higher self- brand connection leads to stronger brand attachment, and the moderator role of perceived product innovativeness is also confirmed. The positive impact of consumers’ participating in new product idea brainstorming on the self-brand connection of the online community members is primarily for incremental new products (low perceived innovativeness) and not for breakthrough new products (high perceived innovativeness).
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Received: 25 August 2016
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2017, Vol. 14 
