KOREASCHOLAR

IMPACT OF BRAND EXPERIENCE ON CUSTOMER ASSETS IN VIRTUAL COMMUNITY ENVIRONMENT: VALUE CO-CREATION PERSPECTIVE

Xiaolei Yu, Kyunghoon Kim, Tony C Garrett, Chunlin Yuan, Shuman Wang
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/350884
Global Marketing Conference
2018 Global Marketing Conference at Tokyo (2018.07)
p.413
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

With the rapid development of network economy and information technology, customers through the internet platform to participate in product development and innovation, dominant the spread of value proposition engagement spread, etc., has become an important part of the creation of customer assets, as well as a profound change in brand management. This paper constructs a model of how the brand experience affects customer assets in the virtual branding community under the perspective of value co-creation, analysis the impact of value co-creation of customer participation (sponsored value co-creation and autonomous value co-creation), the motivation of value co-creation on brand experience, and then on customer assets. This paper also explores the regulatory effect of value proposition engagement in brand experience and customer asset. This study will use the involvement theory and the theory of stimulus-response for empirical research, and through the questionnaire survey of consumers, using SPSS20.0 and AMOS20.0 statistical software on the relevance of relevant variables to grasp, and carries on the analysis using structural equation model. The research of this paper will enrich the exposition and explanation of building a brand experience better through value co-creation in virtual brand community, and provide theoretical support and practical advice for the implementation and management of customer assets.

Author
  • Xiaolei Yu(Henan University, China)
  • Kyunghoon Kim(Changwon National University, Republic of Korea)
  • Tony C Garrett(Korea University, Republic of Korea)
  • Chunlin Yuan(Henan University, China)
  • Shuman Wang(Henan University, China)