This research investigates the antecedents and outcomes of value co-creation (VCC) within virtual brand communities (VBCs). It explores the motivations that drive consumers to collaborate with brands and analyzes the impact of brand engagement and VBCs engagement on VCC. Additionally, the research examines how VCC influence customer satisfaction and brand loyalty. Drawing on survey data collected from 447 VBC members, the findings reveal that utilitarian, hedonic and socio-psychological motivations significantly and positively influence VCC behaviour. The results also indicate that both brand engagement and VBC engagement are key predictors of VCC, with a stronger influence of VBC engagement. Furthermore, this study confirms that VCC has a positive effect on customer satisfaction and loyalty. These insights offer valuable managerial implications by helping brands better understand and foster customer co-creation behaviour, ultimately enhancing satisfaction and loyalty.
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