Research on the Influence Path of Customer Participation on Brand Loyalty — Double Mediation Model of Psychological Ownership and Relationship Quality

In the current highly competitive brand environment, customer engagement is seen as a key factor in enhancing brand loyalty. To solve this problem, the purpose of this paper is to explore how customer participation affects brand loyalty through the dual intermediary mechanism of psychological ownership and relationship quality. Based on the questionnaire data, the structural equation model is used to construct and verify the theoretical model. It is found that customer participation significantly positively affects brand loyalty, and that psychological ownership and relationship quality play an important mediating role in this process. Specifically, when the psychological ownership of customers increases, their enthusiasm to participate in the behavior increases, thus promoting the quality of the relationship with the brand, which further strengthens the brand loyalty. In addition, the study also reveals an interactive relationship between psychological ownership and relationship quality, that is, the two complement each other, forming a virtuous cycle in the process of promoting brand loyalty. The innovation is the first time to integrate psychological ownership and relationship quality into the influence mechanism between customer participation and brand loyalty, providing a new perspective to understand the complexity of brand building. This paper has practical application value to brand management practice, and suggests that enterprises should actively guide customers to participate, by increasing the psychological sense of ownership and strengthening the quality of relationship, so as to enhance brand loyalty. This research not only enriches the knowledge system of the theories related to brand loyalty, but also provides practical guidance for customer relationship management for enterprises.