Proceedings of the 2nd International Academic Conference on Blockchain, Information Technology and Smart Finance (ICBIS 2023)

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Brand Community Values—The Moderating Effect of Brand Symbolism

Authors
Xiaoyan Yu1, Feng Pan1, *
1Liuzhou Vocational and Technical College, Liuzhou, Guangxi, China
*Corresponding author. Email: 106782313@qq.com
Corresponding Author
Feng Pan
Available Online 10 August 2023.
DOI
10.2991/978-94-6463-198-2_147How to use a DOI?
Keywords
brand community; community engagement; brand symbolism; community values; AMOS; STATA
Abstract

The current research studies the relationship between customers’ need for community values and customer community engagement. The SPSS statistical analysis software is used to test the reliability of the scale, the AMOS structural equation modeling software is used to test the validity of the scale, and the STATA statistical software is adopted for hypothesis testing. Study result has shown that customers’ need for cognitive value and social activity has a positive effect on customer community engagement, and brand symbolism plays a different moderating role in the effect. Specifically, when there is a high level of brand symbolism, the community’s emphasis on social value weakens community engagement, i.e., brand symbolism has a negative moderating effect on the relationship between customers’ social value need and customer community engagement; conversely, it has a positive moderating effect on the relationship between customers’ cognitive value need and customer community engagement. This finding suggests that if a brand with high symbolism emphasizes its social value in the community, its symbolic value will be weakened, as the interaction of peers in the community may dilute the symbolic value of social distance.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2nd International Academic Conference on Blockchain, Information Technology and Smart Finance (ICBIS 2023)
Series
Atlantis Highlights in Computer Sciences
Publication Date
10 August 2023
ISBN
978-94-6463-198-2
ISSN
2589-4900
DOI
10.2991/978-94-6463-198-2_147How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Xiaoyan Yu
AU  - Feng Pan
PY  - 2023
DA  - 2023/08/10
TI  - Brand Community Values—The Moderating Effect of Brand Symbolism
BT  - Proceedings of the 2nd International Academic Conference on Blockchain, Information Technology and Smart Finance (ICBIS 2023)
PB  - Atlantis Press
SP  - 1406
EP  - 1421
SN  - 2589-4900
UR  - https://doi.org/10.2991/978-94-6463-198-2_147
DO  - 10.2991/978-94-6463-198-2_147
ID  - Yu2023
ER  -