Research On The Impact Of Customer Value Co-creation Behavior On Brand Evangelism

Combination with the development of Internet new retail,more companies have begun to focus on the integration of online and offline channels.While providing convenience to customers online,the emphasis on building brand influence by improving customer experience in offline stores has become an important model for the development of retail enterprises in the postepidemic era.How retail stores can effectively carry out customer co-creation activities in offline stores,so that customers can enhance their brand recognition and evangelism after participating.To improve and promote through targeted design,realize the company’s brand strategy.In this paper,the relationship between three factors: customer value co-creation behavior,brand identity,and brand evangelism are investigated through the compilation and analysis of existing literature.Chooses offline courses conducted in representative Apple retail stores in the industry.Research object.Through the analysis of the above three variables,based on the research of domestic and foreign scholars,the appropriate research dimensions have been selected,and the corresponding measurement scales have been formulated.In this paper,a questionnaire was used to conduct the study.The collected data were analyzed through SPSS 28.0 and Amos 26.0.The same correlation analysis,regression analysis,mediating variable test and ANOVA were used to analyze the relationship between the variables and the following conclusions were summarized:customer value co-creation behavior significantly affects brand admiration through the mediating effect of brand identity,and at the same time basically confirms the research hypothesis of this article.According to the research in this article,the specific conclusions can be summarized into the following three points: First,customer co-creating value behavior significantly positively affects brand identity,the co-creating value behavior demonstrated by customers when participating in corporate activities,and brand identity the stronger the degree.Second,brand recognition has a significant positive impact on brand evangelism.The higher the degree of consumer recognition of the brand,the stronger their willingness to admire the brand.Third,customer value co-creation behavior has a positive impact on brand evangelism through brand identity.Finally,at the end of the article,ideas and suggestions are provided for the marketing and design of the company’s new retail offline activities.