The impact of shared value proposition on consumer engagement through a sense of brand community

Abstract

Creating shared value (CSV) literature has heralded enterprises generating economic benefit while simultaneously adding value to society. Existing research predominantly employs the case study method to show that enterprises adopting CSV strategies have achieved commercial success. However, empirical investigations are still rarely undertaken to examine the effect of CSV on consumers. This study argues that a shared value proposition generates consumer engagement (CE) and fosters in customers a sense of brand community. To this end, a moderated mediation model is constructed to delineate the relationship between shared value proposition, sense of brand community, and brand engagement. The empirical results show that a shared value proposition has a positive impact on brand engagement, which is fully mediated by consumers' sense of brand community. The study also discovered that consumers' self‐construal does not moderate the relationship between shared value proposition and sense of brand community. We hope our study and the evidence it provides help to shed more lights on the understanding and impact of CSV and to support the application of CSV strategy in enterprise.