The effects of value co-creation practices on building harmonious brand community and achieving brand loyalty on social media in China

作者：

Highlights：

• Value co-creation practices influence consumer-brand-consumer triad relationships.

• Harmonious brand communities enhance community commitment and brand loyalty.

• Community commitment has positive effects on brand loyalty.

摘要

•Value co-creation practices influence consumer-brand-consumer triad relationships.•Harmonious brand communities enhance community commitment and brand loyalty.•Community commitment has positive effects on brand loyalty.

论文关键词：Brand community,Social media,Value co-creation practices,Consumer-brand-consumer triad,Community commitment,Brand loyalty

论文评审过程：Available online 24 February 2015.

论文官网地址：https://doi.org/10.1016/j.chb.2015.02.020