Purpose

Drawing on service logic, the authors investigate how value cocreation leads to evangelical brand-related behaviors (brand defense and brand advocacy). The authors analyze the interplay between value cocreation and customer brand engagement on social media in driving these outcomes. The authors also consider the role of brand love in eliciting evangelical brand-related behaviors.

Design/methodology/approach

Respondents recruited through Amazon MTurk were surveyed on social media use in tourism-related decisions. The total useable sample size was 397. Partial least squares structural equation modeling (PLS-SEM) was used to test the research model.

Findings

Value cocreation and customer brand engagement are drivers of evangelical brand-related behaviors, emphasizing the importance of these two in marketing and how they drive behavioral outcomes.

Research limitations/implications

Service logic highlights the significance of value cocreation which, through customer brand engagement and love, leads to brand defense and advocacy. This explains the mediation in our model, where marketers must undertake efforts to support customer brand engagement and brand love.

Practical implications

Value is created by the user for the user through their experiences over time. Brands are owned by customers, and their defense and advocacy of them must be earned. Marketers facilitate customer value creation by providing the resources to cocreate value and love the brand.

Originality/value

Most studies investigate value cocreation from an in-role and/or extra-role perspective as to how it benefits firms. Through service logic, the authors illustrate how it leads to evangelical brand-related behaviors.

中文翻译：

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价值创造和参与会推动品牌传播吗？

目的

利用服务逻辑，作者研究了价值创造如何导致福音派与品牌相关的行为（品牌防御和品牌拥护）。作者分析了价值创造和社交媒体上客户品牌参与在推动这些结果方面的相互作用。作者还考虑了品牌爱在引发福音派与品牌相关的行为中的作用。

设计/方法/方法

通过Amazon MTurk招募的受访者就社交媒体在旅游相关决策中的使用情况进行了调查。总可用样本量为397。使用偏最小二乘结构方程模型（PLS-SEM）来测试研究模型。

发现

价值创造和客户品牌参与是福音品牌相关行为的驱动力，强调了两者在市场营销中的重要性以及它们如何驱动行为结果。

研究局限/意义

服务逻辑突出了价值创造的重要性，通过客户的品牌参与和热爱，价值创造的重要性可导致品牌防御和倡导。这解释了我们模型中的调解，营销人员必须努力支持客户的品牌参与度和品牌热爱度。

实际影响

用户通过他们随着时间的经历为用户创造价值。品牌归客户所有，必须赢得其辩护和拥护。营销人员通过提供共同创造价值和热爱品牌的资源来促进客户价值的创造。

创意/价值

大多数研究从角色内和/或角色外的角度研究价值创造，以了解其如何使企业受益。通过服务逻辑，作者说明了它如何导致福音品牌相关行为。