Abstract:

Customer participation in value co-creation can enhance brand equity of enterprises, but no scholars have verified this aspect. In order to make up for the lack of research, this paper made an empirical study on the relationship between customer participation in value co-creation and brand equity under the environment of virtual brand community, verified mediating effects of brand experience on the relationship between customer participation in value co-creation and brand equity . The study found that: customer participation in two types of value co-creation all had direct significant effects on brand equity, after brand experience was added in the research model, brand experience had partial mediating effect on the relationship between customer participation in sponsored value co-creation and brand equity, brand experience had fully mediating effect on the relationship between customer participation in autonomous value co-creation and brand equity. The study enriches theoretical research findings of value co-creation.

Key words: Virtual brand community, Value co-creation, Brand equity, Brand Experience