Research on the Effect of Customer Engagement in Brand Co-Creation on Brand Commitment in Virtual Brand Community——The Mediating Effects of Brand Experience
ZHU Liye，YUAN DenghuaHAO Jia
Guangdong University of Foreign Studies, Guangzhou, China
Abstract Based on a questionnaire survey of 509 community members, this study empirically examines the impacts and mechanisms of customer engagement in enterprise sponsored brand co-creation and autonomous brand co-creation on brand commitment in virtual brand community. The results show that both customer engagement in enterprise sponsored brand co-creation and autonomous brand co-creation have positive effects on brand commitment, but their mechanism are different; customer engagement in enterprise sponsored brand co-creation has positive impact on brand commitment through the partial mediating effect of brand experience, and customer engagement in autonomous brand co-creation has positive impact on brand commitment through the fully mediating effect of brand experience; there are differences in the mediating effects of different dimensions of brand experience, i.e., the mediating effect of relational experience exhibits the most significant impact of customer engagement in enterprise sponsored brand co-creation and customer autonomous brand co-creation on brand commitment, followed by affective experience, sensory experience and cognitive experience.
