The Magic of Brand Experience: A Value Co-creation Perspective of Brand Equity on Short-form Video Platforms

Athapol Ruangkanjanases, Asif Khan, Ornlatcha Sivarak, Untung Rahardja, Shih-Wen Chien, Shih-Chih Chen

Abstract


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


Keywords


Corporate-initiated Value Co-creation; Customer-initiated Value Co-creation; Brand Experience; Brand Equity; Short-form Video Platforms.

References


Yang, M. S., Zhang, W. S., Ruangkanjanases, A., & Zhang, Y. (2021). Understanding the Mechanism of Social Attachment Role in Social Media: A Qualitative Analysis. Frontiers in Psychology, 12, 12. doi:10.3389/fpsyg.2021.720880.

Yang, M., Suanpong, K., Ruangkanjanases, A., Yu, W., & Xu, H. (2022). Development and Validity Test of Social Attachment Multidimensional Scale. Frontiers in Psychology, 12, 5379. doi:10.3389/fpsyg.2021.757777.

Sorensen, A., & Drennan, J. (2017). Understanding value-creating practices in social media-based brand communities. Service Industries Journal, 37(15–16), 986–1007. doi:10.1080/02642069.2017.1373098.

Banda, A., Pritchard, M., & Nhedzi, A. (2020). Brand Innovation and Value-Creating Practices of the City of Johannesburg’s Twitter Community. Communicatio, 46(1), 87–112. doi:10.1080/02500167.2019.1700295.

Scaraboto, D., Almeida, S. O. de, & Fleck, J.P.Dos S. (2020). “No piracy talk”: how online brand communities work to denormalize controversial gaming practices. Internet Research, 30(4), 1103–1122. doi:10.1108/INTR-12-2018-0529.

Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22. doi:10.2307/1251446.

Omar, N. A., Kassim, A. S., Shah, N. U., Alam, S. S., & Che Wel, C. A. (2020). The influence of customer value co-creation behavior on SME brand equity: An empirical analysis. Iranian Journal of Management Studies, 13(2), 165–196. doi:10.22059/IJMS.2019.280005.673611.

Rubio, N., Villaseñor, N., & Yagüe, M. (2020). Value Co-creation in Third-Party Managed Virtual Communities and Brand Equity. Frontiers in Psychology, 11, 927. doi:10.3389/fpsyg.2020.00927.

Schau, H. J., Muñiz, A. M., & Arnould, E. J. (2009). How brand community practices create value. Journal of Marketing, 73(5), 30–51. doi:10.1509/jmkg.73.5.30.

Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22. doi:10.1177/002224299305700101.

Lee, J.-S., & Back, K.-J. (2008). Attendee-based brand equity. Tourism Management, 29(2), 331–344. doi:10.1016/j.tourman.2007.03.002.

Stepchenkova, S., & Shichkova, E. (2017). Country and Destination Image Domains of a Place: Framework for Quantitative Comparison. Journal of Travel Research, 56(6), 776–792. doi:10.1177/0047287516663320.

Hsu, L. C. (2017). Investigating community members’ purchase intention on Facebook fan page: From a dualistic perspective of trust relationships. Industrial Management & Data Systems, 117(5), 766–800. doi:10.1108/IMDS-05-2016-0180.

Ardley, B., McIntosh, E., & McManus, J. (2020). From transactions to interactions: the value of co-creation processes within online brand consumer communities. Business Process Management Journal, 26(4), 825–838. doi:10.1108/BPMJ-10-2019-0444.

Rubio, N., Villaseñor, N., & Yagüe, M. J. (2021). Influence of Value Co-Creation on Virtual Community Brand Equity for Unichannel vs. Multichannel Users. Sustainability, 13(15), 8403. doi:10.3390/su13158403.

Yang, A. J. F., Chen, Y. J., & Huang, Y. C. (2017). Enhancing customer loyalty in tourism services: the role of customer-company identification and customer participation. Asia Pacific Journal of Tourism Research, 22(7), 735–746. doi:10.1080/10941665.2017.1319398.

Abd Aziz, N. (2018). The influence of coproduction’s factors and corporate image toward attitudinal loyalty: Islamic financial banking services delivery in Malaysia. Journal of Islamic Marketing, 9(2), 421–438. doi:10.1108/JIMA-10-2016-0080.

Skålén, P., Pace, S., & Cova, B. (2015). Firm-brand community value co-creation as alignment of practices. European Journal of Marketing, 49(3–4), 596–620. doi:10.1108/EJM-08-2013-0409.

Kwon, A. M., & Namkung, Y. (2022). The Impact of the Perceived Values of Social Network Services (SNSs) on Brand Attitude and Value-Co-Creation Behavior in the Coffee Industry. Sustainability (Switzerland), 14(9), 5425. doi:10.3390/su14095425.

Singh, N. (2018). An Exploratory Study on Identification of Age/Occupation Wise Brand Experience Factors for Lingerie Buying Consumers. International Journal of Costume and Fashion, 18(1), 47–59. doi:10.7233/ijcf.2018.18.1.047.

Erkmen, E. (2018). Managing your brand for employees: Understanding the role of organizational processes in cultivating employee brand equity. Administrative Sciences, 8(3), 52. doi:10.3390/admsci8030052.

Xie, Y., & Zheng, X. (2020). How does corporate learning orientation enhance industrial brand equity? The roles of firm capabilities and size. Journal of Business and Industrial Marketing, 35(2), 231–243. doi:10.1108/JBIM-10-2018-0320.

Jin, L. (2009). Dimensions and determinants of website brand equity: From the perspective of website contents. Frontiers of Business Research in China, 3(4). doi:10.1007/s11782-009-0025-z.

Grönroos, C., & Voima, P. (2013). Critical service logic: Making sense of value creation and co-creation. Journal of the Academy of Marketing Science, 41(2), 133–150. doi:10.1007/s11747-012-0308-3.

Nardelli, G., & Broumels, M. (2018). Managing Innovation Processes through Value Co-Creation: A Process Case from Business-To-Business Service Practise. International Journal of Innovation Management, 22(3), 1850030. doi:10.1142/S1363919618500305.

Soylemez, K. C. (2021). Impact of individual and brand level factors in generation of different user-generated content. Journal of Consumer Marketing, 38(4), 457–466. doi:10.1108/JCM-12-2019-3521.

Habibi, M. R., Laroche, M., & Richard, M. O. (2014). The roles of brand community and community engagement in building brand trust on social media. Computers in Human Behavior, 37, 152–161. doi:10.1016/j.chb.2014.04.016.

Zwass, V. (2010). Co-creation: Toward a taxonomy and an integrated research perspective. International Journal of Electronic Commerce, 15(1), 11–48. doi:10.2753/JEC1086-4415150101.

Puriwat, W., & Tripopsakul, S. (2022). Unveiling the Power of ESG: How it Shapes Brand Image and Fuels Purchase Intentions-An Empirical Exploration. HighTech and Innovation Journal, 3(4), 472-482. doi:10.28991/HIJ-2022-03-04-07.

Berry, L. L., & Seltman, K. D. (2007). Building a strong services brand: Lessons from Mayo Clinic. Business Horizons, 50(3), 199–209. doi:10.1016/j.bushor.2007.01.005.

Lugosi, P., Robinson, R. N. S., Walters, G., & Donaghy, S. (2020). Managing experience co-creation practices: Direct and indirect inducement in pop-up food tourism events. Tourism Management Perspectives, 35, 100702. doi:10.1016/j.tmp.2020.100702.

Galvagno, M., & Dalli, D. (2014). Theory of value co-creation: A systematic literature review. Managing Service Quality, 24(6), 643–683. doi:10.1108/MSQ-09-2013-0187.

Shucui, W. A. N. G., Zhengnan, X. U. A. N., Lan, S. U. N., & Hongli, W. A. N. G. (2021). Research on the Co-creation Mechanism of Social E-commerce Brand Equity Value Based on User-generated Content. Science of Science and Management, 42(07), 35.

Weijo, H., Bean, J., & Rintamäki, J. (2019). Brand community coping. Journal of Business Research, 94, 128–136. doi:10.1016/j.jbusres.2017.10.054.

Nyagadza, B., Kadembo, E. M., & Makasi, A. (2019). An application of impression management theory on corporate storytelling for branding in examining internal stakeholders’ corporate brand perceptions. Retail and Marketing Review, 15(2), 39–50.

Samu, S., Lyndem, P. K., & Litz, R. A. (2012). Impact of brand-building activities and retailer-based brand equity on retailer brand communities. European Journal of Marketing, 46(11), 1581–1601. doi:10.1108/03090561211259998.

Shin, K., Peng, X., & Qin, P. (2016). Research on the effect of customer-to-customer interaction of virtual brand community on customer participation in value co-creation by taking experiential value as mediating variable. Chinese Journal of Management, 13(12), 1808-1816.

Agrawal, A. K., & Rahman, Z. (2019). CCV Scale: Development and Validation of Customer Co-Created Value Scale in E-Services. Current Psychology, 38(3), 720–736. doi:10.1007/s12144-017-9639-z.

Van Nguyen, L. T., Duy Nguyen, P. N., Nguyen, T. Q., & Nguyen, K. T. (2021). Employee engagement in brand value co-creation: An empirical study of Vietnamese boutique hotels. Journal of Hospitality and Tourism Management, 48, 88–98. doi:10.1016/j.jhtm.2021.05.015.

Muniz, A. M., & O’Guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4), 412–432. doi:10.1086/319618.

Nambisan, S., & Baron, R. A. (2009). Virtual customer environments: Testing a model of voluntary participation in value co-creation activities. Journal of Product Innovation Management, 26(4), 388–406. doi:10.1111/j.1540-5885.2009.00667.x.

Lou, Y. C., Tsai, M. C., & Yan, X. H. (2007). Ingredient branding alliances: An investigation of brand awareness and feedback effects. ACR European Advances.

Variawa, E. (2010). Buying behaviour and decision-making criteria of Base of the Pyramid consumers: the influence of packaging on Fast Moving Consumer Goods customers’ brand experience. PhD Thesis, University of Pretoria, Pretoria, South Africa.

Groveunder, M. A. (2017). Branded online communities: Brand loyalty and brand perception. Ph.D. Thesis, Grand Canyon University, Phoenix, United States.

Gounaris, S. P., Tzempelikos, N. A., & Chatzipanagiotou, K. (2007). The relationships of customer-perceived value, satisfaction, loyalty and behavioral intentions. Journal of Relationship Marketing, 6(1), 63–87. doi:10.1300/J366v06n01_05.

Nguyen, K. Q. T. (2022). Corporate Social Responsibility and Bank’s Performance under the Mediating Role of Customer Satisfaction and Bank Reputation. Emerging Science Journal, 6(6), 1409-1429. doi:10.28991/ESJ-2022-06-06-012.

Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52–68. doi:10.1509/jmkg.73.3.52.

Ossipenko, G., Bengtsson, M., & Marell, A. (2008). The impact of customer experience on brand equity: a communal relationships norms perspective. 4th International Colloquium of Academy of Marketing Brand, Identity and Corporate Reputation SIG, Goizueta Business School, Emory University, 12-14 September, 2008, Atlanta, United States.

Nuseir, M. T. (2021). Assessing the impact of brand equity and customer experience on brand loyalty in the United Arab Emirates’ hotel industry. International Journal of Business Excellence, 25(4), 459–473. doi:10.1504/IJBEX.2021.119753.

Prahalad, C. K., & Ramaswamy, V. (2004). Co-creating unique value with customers. Strategy & Leadership, 32(3), 4–9. doi:10.1108/10878570410699249.

Lonial, S., & Raju, P. S. (2015). Impact of service attributes on customer satisfaction and loyalty in a healthcare context. Leadership in Health Services, 28(2), 149–166. doi:10.1108/LHS-12-2013-0045.

Pattanayak, D., & Punyatoya, P. (2015). Impact of total quality management on customer satisfaction in Indian banking sector. International Journal of Productivity and Quality Management, 16(2), 127–147. doi:10.1504/IJPQM.2015.071236.

Adekoya, O. B. (2021). Revisiting oil consumption-economic growth nexus: Resource-curse and scarcity tales. Resources Policy, 70, 101911. doi:10.1016/j.resourpol.2020.101911.

Carlson, J. R., & Zmud, R. W. (1999). Channel expansion theory and the experiential nature of media richness perceptions. Academy of Management Journal, 42(2), 153–170. doi:10.2307/257090.

Jung, L. H., & Soo, K. M. (2012). The effect of brand experience on brand relationship quality. Academy of Marketing Studies Journal, 16(1), 87.

Kao, T. W., & Lin, W. T. (2016). The relationship between perceived e-service quality and brand equity: A simultaneous equations system approach. Computers in Human Behavior, 57, 208–218. doi:10.1016/j.chb.2015.12.006.

Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14. doi:10.1016/S0148-2963(99)00098-3.

Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39. doi:10.2307/3151312.

Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. doi:10.1108/EBR-10-2013-0128.

Hair Jr, J., Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications, Thousand Oaks, United States. doi:10.1007/978-3-030-80519-7.

Hair Jr., J. F., Matthews, L. M., Matthews, R. L., & Sarstedt, M. (2017). PLS-SEM or CB-SEM: updated guidelines on which method to use. International Journal of Multivariate Data Analysis, 1(2), 107. doi:10.1504/ijmda.2017.10008574.

Chan, D., & Schmitt, N. (2000). Interindividual differences in intraindividual changes in proactivity during organizational entry: A latent growth modeling approach to understanding newcomer adaptation. Journal of Applied Psychology, 85(2), 190–210. doi:10.1037/0021-9010.85.2.190.

Bentein, K., Vandenberghe, C., Vandenberg, R., & Stinglhamber, F. (2005). The role of change in the relationship between commitment and turnover: A latent growth modeling approach. Journal of Applied Psychology, 90(3), 468–482. doi:10.1037/0021-9010.90.3.468.

Vandenberghe, C., Bentein, K., & Panaccio, A. (2017). Affective Commitment to Organizations and Supervisors and Turnover: A Role Theory Perspective. Journal of Management, 43(7), 2090–2117. doi:10.1177/0149206314559779.

Bollen, K. A., & Stine, R. A. (1992). Bootstrapping Goodness-of-Fit Measures in Structural Equation Models. Sociological Methods & Research, 21(2), 205–229. doi:10.1177/0049124192021002004.

Jackson, D. L., Gillaspy, J. A., & Purc-Stephenson, R. (2009). Reporting Practices in Confirmatory Factor Analysis: An Overview and Some Recommendations. Psychological Methods, 14(1), 6–23. doi:10.1037/a0014694.

Hayes, A. F. (2009). Beyond Baron and Kenny: Statistical mediation analysis in the new millennium. Communication Monographs, 76(4), 408–420. doi:10.1080/03637750903310360.

MacKinnon, D. P., Lockwood, C. M., & Williams, J. (2004). Confidence limits for the indirect effect: Distribution of the product and resampling methods. Multivariate Behavioral Research, 39(1), 99–128. doi:10.1207/s15327906mbr3901_4.

Shamim, A., Ghazali, Z., & Albinsson, P. A. (2016). An integrated model of corporate brand experience and customer value co-creation behaviour. International Journal of Retail & Distribution Management, 44(2), 139–158. doi:10.1108/IJRDM-06-2015-0079.

González-Mansilla, Ó., Berenguer-Contrí, G., & Serra-Cantallops, A. (2019). The impact of value co-creation on hotel brand equity and customer satisfaction. Tourism Management, 75, 51–65. doi:10.1016/j.tourman.2019.04.024.

Beig, F. A., & Nika, F. A. (2019). Brand Experience and Brand Equity. Vision, 23(4), 410–417. doi:10.1177/0972262919860963.

Marques, A., Lacerda, D. P., Camargo, L. F. R., & Teixeira, R. (2014). Exploring the relationship between marketing and operations: Neural network analysis of marketing decision impacts on delivery performance. International Journal of Production Economics, 153, 178–190. doi:10.1016/j.ijpe.2014.02.020.

Maecker, O., Barrot, C., & Becker, J. U. (2016). The effect of social media interactions on customer relationship management. Business Research, 9(1), 133–155. doi:10.1007/s40685-016-0027-6.


Full Text: PDF

DOI: 10.28991/ESJ-2023-07-05-09

Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 Athapol Ruangkanjanases, Asif Khan, Ornlatcha Sivarak, Untung Rahardja, Shih-Wen Chien, Shih-Chih Chen