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Examining How Brand Co-Creation and Virtual Brand Community Affect Brand Commitment - 百度学术
Source: xueshu.baidu.com
Article summary:
1. This research examines how different types of brand co-creation and virtual brand communities influence brand commitment.
2. It was found 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.
3. Sub-brand brand commitment plays the role of mediator between brand experience and corporate brand commitment.
Article analysis:
The article is generally reliable, as it provides evidence for its claims through survey data from 229 members in two popular Tencent games. The article also provides theoretical and managerial implications to support its findings, which adds to its credibility. However, there are some potential biases that should be noted. For example, the sample size used for the survey may not be large enough to accurately represent the population, which could lead to skewed results. Additionally, the article does not explore any counterarguments or present both sides equally, which could lead to one-sided reporting or unsupported claims. Finally, there is no mention of possible risks associated with the findings presented in the article, which could lead to partiality or promotional content.