scholarly journals The Impacts of Website Characteristics and Customer Participation on Citizenship Behaviors: The Mediating Role of Co-Creation Experience in Virtual Brand Communities

2017 ◽  
Vol 07 (04) ◽  
pp. 151-164
Author(s):  
Yong Zhang ◽  
Lu Chen
2021 ◽  
Vol 235 ◽  
pp. 02045
Author(s):  
Weijian Lu ◽  
Yu Han ◽  
Shiyu Chen

The significance of brand co-creation in virtual brand communities has been recognized in academia and practice. The existing literature has investigated the impact of customer participation in virtual brand community on brand performance and its mechanism, but the prospective impact of types of virtual brand community on types of brand commitment is not examined. Based on the survey of 229 members in virtual brand communities of two popular games of Tencent, this research empirically examines how different types of brand co-creation and virtual brand communities influence brand commitment. This research confirms that customers participating in autonomous brand co-creation in the autonomous virtual brand community have a significantly higher degree of brand experience, and those who participate in both sponsored and autonomous virtual brand community have a comparatively lower degree of brand experience. Meanwhile, sub-brand brand commitment plays the role of mediator between brand experience and corporate brand commitment. Theoretical and managerial implications are offered with limitations and future research.


2019 ◽  
Vol 49 (6) ◽  
pp. 1254-1268
Author(s):  
Silvia Grappi ◽  
Simona Romani ◽  
Richard P. Bagozzi

Purpose The purpose of this paper is to investigate the effects of company decisions to reshore manufacturing activities on employee citizenship behaviors (OCBs). The research considers both company motives for the reshoring decision perceived by employees and gratitude felt toward the organization as antecedents to OCBs. Design/methodology/approach The authors conducted a survey based on a sample of employees belonging to an Italian manufacturing company that had implemented a reshoring decision. Findings The employee attributions of intrinsic motives for reshoring and gratitude are shown to positively affect OCBs. Specifically, intrinsic motives influence both OCBIs and OCBOs through the mediating role of gratitude felt by employees, whereas extrinsic motives do not affect, directly or indirectly through mediation of gratitude, OCBs. Practical implications The research illustrates the importance of managing internal communications to employees of company motives for reshoring, which ultimately affect employee gratitude and OCBs. Originality/value The research contributes to the knowledge of the effects of reshoring on employees and their relationships with the firms and co-workers and introduces a new area for inquiry.


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