How does a customer prefer community or brand? The impacts of customer experience on customer loyalty based on the perspective of value co-creation
Journal of Contemporary Marketing Science
ISSN: 2516-7480
Article publication date: 22 September 2020
Issue publication date: 12 October 2020
Abstract
Purpose
With the development of social networking service and WeMedia, virtual brand community has become a typical platform of value co-creation and customers have become a core subject of value co-creation. The high proportion of negative members and even zombie members has become an obstacle to the sustainable development of many communities. Then, how to maintain and promote the sustainable development of virtual brand community? The purpose of this article is to examine how customers prefer community or brand.
Design/methodology/approach
This paper obtained data through an online questionnaire survey to test the proposed hypotheses of this study.
Findings
The findings of this study indicated that practical and social values not only promote customers to be loyal toward community but also drive customers to be loyal toward brand and their influence on community loyalty is greater than on brand loyalty, but entertainment value does not significantly affect community and brand loyalty. The effect of practical and social values on community loyalty is fully mediated by the effect of brand loyalty, and the effect of practical and social values on brand loyalty is fully mediated by the effect of community loyalty.
Originality/value
This research enriches the research study’s results of value co-creation theory and customer assets, thus providing a new perspective for research on customer loyalty.
Keywords
Acknowledgements
This article was previously published in Mandarin as [卜庆娟,金永生,李朝辉 (2017),“顾客如何青睐‘社区’与‘品牌’——基于价值共创视角的顾客体验价值对顾客忠诚的影响”,营销科学学报,13(2),1–17]. This translation appears here with the permission of the Chinese Marketing Association of Universities.Funding: This study was supported by Youth Fund for Humanities and social sciences of the Ministry of Education, Project number: 14YJC630059; Cultivation Fund for scientific research of Dezhou University, Project number: 2019xjpy06; and Bidding project of key subjects in the 13th five year plan of Dezhou University, Project number: 3010040235.
Citation
Bu, Q., Jin, Y. and Li, Z. (2020), "How does a customer prefer community or brand? The impacts of customer experience on customer loyalty based on the perspective of value co-creation", Journal of Contemporary Marketing Science, Vol. 3 No. 3, pp. 281-302. https://doi.org/10.1108/JCMARS-02-2020-0009
Publisher
:Emerald Publishing Limited
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