Research on the Influence Path of Customer Participation on Brand Loyalty — Double Mediation Model of Psychological Ownership and Relationship Quality
Vol. 3 (2025): 2025 2nd International Conference on the Frontiers of Social Sciences, Education, and the Development of Humanities Arts（EDHA 2025）
Received: 2026-05-16
Accepted: 2026-05-16
Published: 2026-05-16
Abstract
In the current highly competitive brand environment, customer engagement is seen as akey factor in enhancing brand loyalty. To solve this problem, the purpose of this paper is to explorehow customer participation affects brand loyalty through the dual intermediary mechanism of psy-chological ownership and relationship quality. Based on the questionnaire data, the structural equa-tion model is used to construct and verify the theoretical model. It is found that customer participa-tion significantly positively affects brand loyalty, and that psychological ownership and relation-ship quality play an important mediating role in this process. Specifically, when the psychologicalownership of customers increases, their enthusiasm to participate in the behavior increases, thuspromoting the quality of the relationship with the brand, which further strengthens the brand loy-alty. In addition, the study also reveals an interactive relationship between psychological ownershipand relationship quality, that is, the two complement each other, forming a virtuous cycle in theprocess of promoting brand loyalty. The innovation is the first time to integrate psychological own-ership and relationship quality into the influence mechanism between customer participation andbrand loyalty, providing a new perspective to understand the complexity of brand building. Thispaper has practical application value to brand management practice, and suggests that enterprisesshould actively guide customers to participate, by increasing the psychological sense of ownershipand strengthening the quality of relationship, so as to enhance brand loyalty. This research not onlyenriches the knowledge system of the theories related to brand loyalty, but also provides practicalguidance for customer relationship management for enterprises.
Keywords
References
[1] J. F. Hair, K. Barth, D. Neubert, and M. Sarstedt, "Examining the role of psychological ownership and feedback in customer empowerment strategies," J. Creat. Value, vol. 2, no. 2, pp. 194–210, 2016, doi: 10.1177/2394964316661811.
[2] M. Pagani and A. Mirabello, "The influence of personal and social-interactive engagement in social TV web sites," Int. J. Electron. Commer., vol. 16, no. 2, pp. 41–68, 2011, doi: 10.2753/JEC1086-4415160203.
[3] J. Kumar and J. K. Nayak, "Understanding the participation of passive members in online brand communities through the lens of psychological ownership theory," Electron. Commer. Res. Appl., vol. 36, p. 100859, 2019, doi: 10.1016/j.elerap.2019.100859.
[4] S. D. Vivek, S. E. Beatty, and R. M. Morgan, "Customer engagement: Exploring customer relationships beyond purchase," J. Mark. Theory Pract., vol. 20, no. 2, pp. 122–146, 2012, doi: 10.2753/MTP1069-6679200201.
[5] Z. Bouchriha, S. Farid, and S. Ouiddad, "Enhancing value co-creation behaviors through customer engagement in the Moroccan hotel context: How does it influence customer satisfaction and brand image?" J. Qual. Assur. Hosp. Tour., vol. 25, no. 6, pp. 1581–1606, 2023, doi: 10.1080/1528008X.2023.2165595.
[6] S. Huma, W. Ahmed, M. Ikram, and M. I. Khawaja, "The effect of logistics service quality on customer loyalty: Case of logistics service industry," South Asian J. Bus. Stud., vol. 9, no. 1, pp. 43–61, 2020, doi: 10.1108/SAJBS-10-2018-0114.
[7] A. Kusumawati and K. S. Rahayu, "The effect of experience quality on customer perceived value and customer satisfaction and its impact on customer loyalty," Hum. Syst. Manag., vol. 39, no. 2, pp. 219–232, 2020, doi: 10.3233/HSM-190564.
[8] Z. Zhou, G. Zhan, and N. Zhou, "How does negative experience sharing influence happiness in online brand community? A dual-path model," Internet Res., vol. 30, no. 2, pp. 575–590, 2020, doi: 10.1108/INTR-12-2018-0531.
[9] M. Li, Y. Hua, and J. Zhu, "From interactivity to brand preference: The role of social comparison and perceived value in a virtual brand community," Sustainability, vol. 13, no. 2, p. 625, 2021, doi: 10.3390/su13020625.
[10] R. Shang, Y. Chen, and H. Liao, "The value of participation in virtual consumer communities on brand loyalty," Internet Res., vol. 16, no. 4, pp. 398–418, 2006, doi: 10.1108/10662240610690025.
[11] G. Schiuma and F. Santarsiero, Open Innovation Labs. Cham, Switzerland: Springer, 2024. ISBN: 9783031755330.
[12] C. Lazaris, P. Sarantopoulos, A. Vrechopoulos, and G. Doukidis, "Effects of increased omnichannel integration on customer satisfaction and loyalty intentions," Int. J. Electron. Commer., vol. 25, no. 4, pp. 440–468, 2021, doi: 10.1080/10864415.2021.1967005.
[13] A. Shankar, S. Talwar, N. Islam, S. M. Alshibani, and P. Sharma, "Demystifying the impact of service recovery strategies: Evidence from healthcare and telecom sectors," IEEE Trans. Eng. Manag., vol. 71, pp. 6649–6661, 2024, doi: 10.1109/TEM.2023.3285152.
[14] Z. Alzaydi, "Examining the mediating effect of multi-channel integration quality in the relationship with service quality, customer satisfaction and customer loyalty in the Saudi banking sector," Manag. Sustain.: Arab Rev., vol. 3, no. 2, pp. 132–149, 2024, doi: 10.1108/MSAR-12-2022-0061.
[15] X. Jiang, B. Mastromartino, Q. Yang, J. Zhang, and J. J. Zhang, "Influence of consumer interaction and community relationships on value co-creation willingness: A mediation model of Chinese sports brands," Sustainability, vol. 15, no. 1, p. 115, 2023, doi: 10.3390/su15010115.
Copyright and License
Published in2026-05-16 09:44:04
DOI 10.70088/t3kp8f50.
Creative Commons
Copyright: © 2025 by the authors.
Submitted for possible open access
publication under the terms and
conditions of the Creative Commons
Attribution (CC BY) license
(https://creativecommons.org/license
s/by/4.0/).
Copyright
Copyright © The Author(s), 2025. Published by EDHA 2025
Journal Information
- Vol. 3 (2025): 2025 2nd International Conference on the Frontiers of Social Sciences, Education, and the Development of Humanities Arts（EDHA 2025）
- 2026-05-16
- ISSN: (Print) 3078-770X/ (Online) 3078-7718
- Journal Homepage