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.

中文翻译：

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通过品牌社区意识共享价值主张对消费者参与的影响

创造共享价值（CSV）文献预示着企业在创造经济效益的同时为社会增加价值。现有研究主要采用案例研究方法来表明采用CSV策略的企业取得了商业成功。然而，仍然很少进行实证研究来检验 CSV 对消费者的影响。这项研究认为，共同的价值主张可以产生消费者参与度（CE）并培养消费者的品牌社区意识。为此，构建了一个有调节的中介模型来描述共享价值主张、品牌社区意识和品牌参与度之间的关系。实证结果表明，共享价值主张对品牌参与度有积极影响，而品牌参与度完全由消费者的品牌社区意识所调节。研究还发现，消费者的自我认知并不能调节共享价值主张与品牌社区意识之间的关系。我们希望我们的研究及其提供的证据有助于更好地阐明 CSV 的理解和影响，并支持 CSV 策略在企业中的应用。