The Magic of Brand Experience: A Value Co-creation Perspective of Brand Equity on Short-form Video Platforms
The Magic of Brand Experience: A Value Co-creation Perspective of Brand Equity on Short-form Video Platforms
复制标题
品牌体验的魔力：短视频平台品牌资产的价值共创视角
作者：
Athapol Ruangkanjanases;Asif Khan;O. Sivarak;U. Rahardja;Shih;Shih
许多企业正在利用短视频平台来增强品牌与消费者之间的价值共创，最终创造品牌资产。然而，目前文献对于消费者参与短视频平台对企业品牌资产的影响尚存在研究空白。本研究旨在弥补这一研究空白，结合价值共创理论，探讨消费者参与短视频平台产生的价值共创（即企业发起的价值共创和客户发起的价值共创）对企业品牌资产的作用和机制。目前的研究采用调查方法，通过便利抽样方法从 TikTok 用户中收集了 481 个样本。本研究对收集的数据使用结构方程模型。研究结果表明，企业发起的价值共创可以对企业品牌资产产生积极影响，其中品牌体验发挥部分中介作用。客户发起的价值共同创造还可以促进品牌资产，其作用也部分由品牌体验来调节。这项研究在理论上有助于价值共创概念及其与品牌资产和品牌体验的理论联系。这项研究还为从业者利用和增强品牌体验来提高客户参与价值共创活动提供了实际意义。 Doi：10.28991/ESJ-2023-07-05-09 全文：PDF
Many companies are utilizing short-form video platforms to enhance the value co-creation between brands and consumers and ultimately create brand equity. However, there is a research gap in the present literature regarding the significance of consumers' participation in short-form video platforms affecting corporate brand equity. The present study aims to address this research gap by incorporating value co-creation theory to investigate the role and mechanism of value co-creation generated by consumer participation in short-form video platforms, i.e., corporate-initiated value co-creation and customer-initiated value co-creation, on corporate brand equity. The current study used a survey methodology to collect 481 samples from TikTok users using a convenience sampling method. The present study used structural equation modeling on the collected data. The findings show that corporate-initiated value co-creation can positively influence corporate brand equity, in which brand experience plays a partially mediating role. Customer-initiated value co-creation can also promote brand equity, whose role is also partially mediated by brand experience. This study theoretically contributes to the value co-creation concept and its theoretical association with brand equity and brand experience. This research also offers practical implications for practitioners regarding the utilization and enhancement of brand experience to improve clients' engagement in value co-creation activities. Doi: 10.28991/ESJ-2023-07-05-09 Full Text: PDF