ArticleFrontiers in psychology2022
Antecedents and consequences of brand experience in virtual sports brand communities: A value co-creation perspective.
Article in Frontiers in psychology, 2022. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 1 paper.
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The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
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Who cites it
1 citing paper in PubMed.
- Study of the Correlation between Streaming Video Platform Content on Food Production Processes and the Behavioral Intentions of Generation Z.Foods (Basel, Switzerland) · 2024Article
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Authors and funding
4 authors.
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Abstract
The influence mechanism for brand experience in virtual sports brand communities is the subject of many studies, but these studies do not feature a holistic consideration of antecedents and consequences, and the moderating role of brand attachment is unclear. Drawing on the value co-creation theory, this study determines the impact of brand experience and its mechanism using the data from 508 virtual sports brand communities. The empirical test results show that value co-creation (i.e., corporate-initiated value co-creation and customer-initiated value co-creation) has a positive effect on the brand experience and that the brand experience has a positive effect on the purchase intention. Brand attachment does not have a moderating role between brand experience and purchase intention so as the degree of brand attachment increases, the brand experience does not increase the purchase intention through a brand attachment. This study determines the antecedents and consequences of brand experience in virtual sports brand communities from a value co-creation perspective, to determine the impact and mechanisms of virtual sports brand communities to guide the marketing practices of virtual sports brand communities.
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