브랜드 공동 창작 플랫폼에서 고객 권한 부여 유형이 브랜드 충성도에 미치는 영향: 브랜드 동일시와 심리적 소유권의 이중 매개경로

초록

This study examines how different types of customer empowerment in brand co-creation platforms are associated with brand loyalty and explains the underlying psychological mechanism through the dual mediating roles of brand identification and psychological ownership. To this end, customer empowerment is divided into decision-making participation empowerment, which represents a low-investment, judgment-based form of participation, and creative co-creation empowerment, which represents a high-investment, creation-based form of participation. Decision-making participation empowerment is conceptualized as consumers’ participation in brand selection, evaluation, voting, and opinion-reflection processes, whereas creative co-creation empowerment is conceptualized as consumers’ investment of time and effort in idea generation, design, content creation, and product development. Data were collected from 356 consumers with experience participating in brand co-creation platforms and analyzed using structural equation modeling. The results show that decision-making participation empowerment is significantly associated with brand loyalty through brand identification, whereas creative co-creation empowerment is significantly associated with brand loyalty through psychological ownership. In particular, the indirect path through psychological ownership is stronger than the indirect path through brand identification. By distinguishing the effects of different types of customer empowerment, this study extends research on brand co-creation platforms and suggests that firms should strategically consider both participation mode and resource investment level when designing customer participation platforms.

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