Customer Participation,Regulatory Focus And Brand Value

With the development of the Internet in the modern society,virtual brand community has become an important platform for customers to participate in enterprise innovation.Therefore,the influence of customer participation on the brand value of enterprises has been paid more and more attention by many scholars.Using the establishment and management of virtual brand community platform in the new era to seize the important group of customers,which can enhance customer's brand loyalty to communities and enterprise.Thus,enhancing the brand value of enterprises has become the key considerations of many enterprises.However,the current research on the customer participation behavior in the virtual brand community is still relatively scattered,and the related mechanism has not been formed.Therefore,it is difficult to provide useful practical guidance for enterprises.In this case,regulatory focus theory as an important theory in the field of consumer behavior provides a new way to solve the problem of customer participation in the creation of brand value.On the basis of a systematic review of customer participation and its influence on the enterprise brand value.regulatory focus theory and its marketing application,virtual brand community and community identity,the research makes a deep excavation and conciseness on the important problems of customer participation in the brand value from the perspective of regulatory focus in virtual brand community.Based on the regulatory focus theory and the classic type of division of promote focus and defense focus.in the virtual brand community,customer participation is divided into active participation and passive participation.On the basis of two different types,the research build a model between customer participation(passive type vs active type),regulatory focus(promote focus vs defense focus)and the corporate brand value.In this study,we examine the hypotheses involved in the framework model by selecting the students as the experimental samples and applying the experimental research methods.The results show that the interaction between customer participation and idiosyncratic regulation has a significant direct impact on brand value.Besides,the interaction of customer participation and regulatory focus has no direct impact on the brand value through the community identify,but the situational regulatory focus(promote focus vs defense focus)can have impact on the interaction and corporate brand value in the framework model.This study further validates the relationship between customer participation,regulatory focus and corporate brand value,not only improves the theoretical research of customer participation in virtual brand community,but also deepens the customer participation and regulatory focus which affect the brand value of the enterprise theoretical research directly or indirectly.This study also clarifies the role of situational adjustment focus and complements the relevant research at home and abroad.It provides a new field of view for the development of the theory of regulatory focus.It is highly innovative.In addition,this study also has important practical guidance for Chinese enterprises to adopt a more targeted and feasible marketing management strategy to strengthen the positive impact of customer participation on corporate brand value for customers with different types of regulatoy focus in virtual brand community value.This study can strengthen the key role of customer participation in the promotion of corporate brand value,and help enterprises to carry out the correct innovation activities.