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《Contemporary Economic Management》 2018-09
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The Study of Factors Impacting Brand Equity in Social Media Brand Communities

Jiao Yongbing;Gao Jing;School of Economics and Management, Ningbo University of Technology;School of International Business , Zhejiang International Studies University;  
Based upon a sample of 974 consumers, this study empirically examines the factors impacting brand equity in social media brand communities. The results demonstrate that intrinsic motivation positively affects the participation of the consumer through relationship intensity,which further affects the brand equity positively. The intrinsic motivation of consumers also has a positive impact on participation, production and consumption behavior through group identification, which further positively impacts brand equity. The independent self-construction and interdependent self-construction positively influence the intrinsic and the extrinsic motivation respectively. The results also reveal that independent self-construction positively influence the intrinsic motivation when the consumers are mentally healthy, while interdependent self-construction positively impacts extrinsic motivation when they are not mentally healthy.
【Fund】: 教育部人文社会科学研究规划基金项目《社会化媒体中品牌社区的消费者行为前置因素及其对品牌权益的影响》(13YJA630038);; 浙江省自然科学基金一般项目《社会化媒体中的顾客参与、价值共创与企业绩效-心理契约和感知匹配的调节作用》(LY16G020015)
【CateGory Index】: F273.2
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