Brand Experience on Brand Attachment: The Role of Interpersonal Interaction, Feedback, and Advocacy

Value co-creation profoundly affects brand experience, human interaction rules, and customer behavior performance and is a recurring theme in research in the field of virtual brand communities. Studies have determined an influence model for value co-creation, but there is a dearth of research on the impacts of value co-creation activities on brand attachment. This study built a mediation theoretical research framework on value co-creation theory, brand experience, and brand attachment. The purpose of this study is to explore the significance of value co-creation activities on brand experience. Furthermore, this study intends to measure the impact of brand experience on brand attachment. Additionally, this study intends to investigate the mediation role of brand experience in the relationship between value co-creation and brand attachment. This study analyzed 512 data collected by structural equation modeling using registered users of the OPPO community as participants. The results of this empirical test show that the three dimensions of value co-creation (interpersonal interaction, feedback, and advocacy) have a positive effect on brand experience and that brand experience has a positive and significant impact on brand attachment and mediates the relationship between value co-creation and brand attachment. The findings of significance for management are the identification of factors that enhance value co-creation in virtual brand communities. Doi: 10.28991/ESJ-2023-07-04-014 Full Text: PDF