6943 
8952客户参与互动能够帮助设计和管理创新型品牌产品，如何发挥客户的积极作用成为企业进行品牌价值创造的迫切需要。本研究基于价值共创理论视角，构建了价值共创互动行为、感知价值和品牌权益三者之间的关系模型，着重研究了服务产业领域客户参与互动对品牌权益的内在机理作用。以411名样本成员作为研究对象的实证研究发现：在价值共创模式下，知识共享和关系能有效地引导客户参与互动；情感价值可以通过影响客户的偏好和评价来提升客户的感官愉悦，功能价值作为一种外在响应的价值，为客户创造体验的实用性和手段性，这有利于客户积极参与互动，促进品牌价值创造，增强品牌权益；在互动行为对品牌权益的影响上，情感价值对这一路径的增进效用更突出。关于价值共创互动行为与品牌权益的关系研究，较少涉及实证研究。本研究证明了价值共创互动行为对品牌权益的作用机理，并通过提出关系框架丰富了对价值共创的概念的理解，有助于推动未来的理论研究和引导企业探寻有效提升品牌权益的方式途径，促进我国服务产业的经济发展。
价值共创互动行为对品牌权益的作用研究
摘要
参考文献
6 Archpru Akaka M, Chandler J D. Roles as resources: A social roles perspective of change in value networks[J]. Marketing Theory, 2011, 11（3）: 243–260. DOI:10.1177/1470593111408172
7 Ballantyne D, Varey R J. Creating value-in-use through marketing interaction: The exchange logic of relating, communicating and knowing[J]. Marketing Theory, 2006, 6（3）: 335–348. DOI:10.1177/1470593106066795
9 Chan K W, Yim C K, Lam S S K. Is customer participation in value creation a double-edged sword? Evidence from professional financial services across cultures[J]. Journal of Marketing, 2010, 74（3）: 48–64. DOI:10.1509/jmkg.74.3.48
10 Chang E C, Tseng Y F. Research note: E-store image, perceived value and perceived risk[J]. Journal of Business Research, 2013, 66（7）: 864–870. DOI:10.1016/j.jbusres.2011.06.012
11 Chen C F, Wang J P. Customer participation, value co-creation and customer loyalty-a case of airline online check-in system[J]. Computers in Human Behavior, 2016, 62: 346–352. DOI:10.1016/j.chb.2016.04.010
12 Chen J S, Tsou H T, Ching R K H. Co-production and its effects on service innovation[J]. Industrial Marketing Management, 2011, 40（8）: 1331–1346. DOI:10.1016/j.indmarman.2011.03.001
13 Edvardsson B, Ng G, Min C Z, et al. Does service-dominant design result in a better service system?[J]. Journal of Service Management, 2011, 22（4）: 540–556. DOI:10.1108/09564231111155114
14 Enz M G, Lambert D M. Using cross-functional, cross-firm teams to co-create value: The role of financial measures[J]. Industrial Marketing Management, 2012, 41（3）: 495–507. DOI:10.1016/j.indmarman.2011.06.041
15 Hajli N, Shanmugam M, Papagiannidis S, et al. Branding co-creation with members of online brand communities[J]. Journal of Business Research, 2017, 70: 136–144. DOI:10.1016/j.jbusres.2016.08.026
16 He H W, Li Y. Key service drivers for high-tech service brand equity: The mediating role of overall service quality and perceived value[J]. Journal of Marketing Management, 2010, 27（1–2）: 77–99. DOI:10.1080/0267257X.2010.495276
17 Hollebeek L. Exploring customer brand engagement: Definition and themes[J]. Journal of Strategic Marketing, 2011, 19（7）: 555–573. DOI:10.1080/0965254X.2011.599493
18 Jara M, Cliquet G. Retail brand equity: Conceptualization and measurement[J]. Journal of Retailing and Consumer Services, 2012, 19（1）: 140–149. DOI:10.1016/j.jretconser.2011.11.003
19 Lemke F, Clark M, Wilson H. Customer experience quality: An exploration in business and consumer contexts using repertory grid technique[J]. Journal of the Academy of Marketing Science, 2011, 39（6）: 846–869. DOI:10.1007/s11747-010-0219-0
20 Madhavaram S, Hunt S D. The service-dominant logic and a hierarchy of operant resources: Developing masterful operant resources and implications for marketing strategy[J]. Journal of the Academy of Marketing Science, 2008, 36（1）: 67–82. DOI:10.1007/s11747-007-0063-z
21 Maglio P P, Spohrer J. Fundamentals of service science[J]. Journal of the Academy of Marketing Science, 2008, 36（1）: 18–20. DOI:10.1007/s11747-007-0058-9
22 Payne A, Storbacka K, Frow P, et al. Co-creating brands: Diagnosing and designing the relationship experience[J]. Journal of Business Research, 2009, 62（3）: 379–389. DOI:10.1016/j.jbusres.2008.05.013
23 Prahalad C K, Ramaswamy V. Co-creation experiences: The next practice in value creation[J]. Journal of Interactive Marketing, 2004, 18（3）: 5–14. DOI:10.1002/dir.20015
24 Ranjan K R, Read S. Value co-creation: Concept and measurement[J]. Journal of the Academy of Marketing Science, 2016, 44（3）: 290–315. DOI:10.1007/s11747-014-0397-2
25 Sheth J N, Newman B I, Gross B I. Why we buy what we buy: A theory of consumption values[J]. Journal of Business Research, 1991, 22（2）: 159–170. DOI:10.1016/0148-2963(91)90050-8
26 Sweeney J C, Soutar G N. Consumer perceived value: The development of a multiple item scale[J]. Journal of Retailing, 2001, 77（2）: 203–220. DOI:10.1016/S0022-4359(01)00041-0
27 Vargo S L, Lusch R F. Evolving to a new dominant logic for marketing[J]. Journal of Marketing, 2004, 68（1）: 1–17. DOI:10.1509/jmkg.68.1.1.24036
28 Vargo S L, Lusch R F. Service-dominant logic: Continuing the evolution[J]. Journal of the Academy of Marketing Science, 2008, 36（1）: 1–10. DOI:10.1007/s11747-007-0069-6
29 Vargo S L, Lusch R F. Service-dominant logic 2025[J]. International Journal of Research in Marketing, 2017, 34（1）: 46–67. DOI:10.1016/j.ijresmar.2016.11.001
30 Zhang J, Jiang Y X, Shabbir R, et al. Building industrial brand equity by leveraging firm capabilities and co-creating value with customers[J]. Industrial Marketing Management, 2015, 51: 47–58. DOI:10.1016/j.indmarman.2015.05.016
31 Zhang X, Chen R Q. Examining the mechanism of the value co-creation with customers[J]. International Journal of Production Economics, 2008, 116（2）: 242–250. DOI:10.1016/j.ijpe.2008.09.004
引用本文
孙永波, 丁沂昕, 王勇. 价值共创互动行为对品牌权益的作用研究[J]. 外国经济与管理, 2018, 40(4): 125-139.
导出参考文献，格式为：
下一篇：创业型领导研究述评与展望
