Building brand loyalty through value co-creation practices in brand communities: the role of affective commitment and psychological brand ownership
Abstract
Purpose
The development of online brand communities employed by marketers to maintain consumer relationships and brand building is increasing. This study aims to explore how value co-creation practices can cultivate consumers' brand loyalty.
Design/methodology/approach
Using partial least squares modeling, the hypotheses testing involves the utilization of and data collection from 599 Chinese consumers who actively engage in brand communities in China.
Findings
Value co-creation practices in brand communities cultivate consumers' affective commitment and psychological brand ownership, which in turn can further contribute to consumers' brand loyalty.
Originality/value
By offering a more comprehensive insight into how affective commitment and psychological brand ownership act as intermediaries between value co-creation practices and consumers' brand loyalty, this research enhances the existing knowledge on value co-creation and brand management.
Keywords
Acknowledgements
This work is financed by Shandong Provincial Natural Science Foundation of China (ZR2022QG052), Natural Science Foundation of Zhejiang Province of China (LQ21G020010), and MOE (Ministry of Education in China)Youth Foundation Project of Humanities and Social Sciences (19YJC630180).
Erratum: It has come to the attention of the publisher that the article, Wang, Z. and Yang, X. (2024), “Building brand loyalty through value co-creation practices in brand communities: the role of affective commitment and psychological brand ownership”, Journal of Research in Interactive Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JRIM-10-2023-0359 was published with missing funding details. Dr. Yang's ORCID ID was also previously missing and has now been added to the ‘About the Authors’ section of the paper. These errors were introduced in the production process and have now been corrected in the online version. The publisher sincerely apologises for this error and for any inconvenience caused.
Citation
Wang, Z. and Yang, X. (2024), "Building brand loyalty through value co-creation practices in brand communities: the role of affective commitment and psychological brand ownership", Journal of Research in Interactive Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JRIM-10-2023-0359
Publisher
:Emerald Publishing Limited
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