价值主张
价值(数学)
命题
社区意识
品牌社群
广告
地方感
创造共享价值
营销
业务
社会学
感应(电子)
心理学
美学
社会心理学
品牌管理
公共关系
认识论
计算机科学
政治学
艺术
企业社会责任
工程类
社会科学
哲学
机器学习
电气工程
作者
Jing Lin,Chengzhi Long,Bo Liu
摘要
Abstract Creating shared value (CSV) literature has heralded enterprises generating economic benefit while simultaneously adding value to society. Existing research predominantly employs the case study method to show that enterprises adopting CSV strategies have achieved commercial success. However, empirical investigations are still rarely undertaken to examine the effect of CSV on consumers. This study argues that a shared value proposition generates consumer engagement (CE) and fosters in customers a sense of brand community. To this end, a moderated mediation model is constructed to delineate the relationship between shared value proposition, sense of brand community, and brand engagement. The empirical results show that a shared value proposition has a positive impact on brand engagement, which is fully mediated by consumers' sense of brand community. The study also discovered that consumers' self‐construal does not moderate the relationship between shared value proposition and sense of brand community. We hope our study and the evidence it provides help to shed more lights on the understanding and impact of CSV and to support the application of CSV strategy in enterprise.
科研通智能强力驱动
Strongly Powered by AbleSci AI