Brand equity in social media-based brand community

Abstract Purpose: The main purpose of
this
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research
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is to examine the effects of social media-based
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brand
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community
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(
SMBBC
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) markers on
customer
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-based
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brand
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equity
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(
CBBE
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).
Moreover
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,
this
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research
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evaluates the mediating
effect
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of
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brand
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community
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commitment
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, and moderating
effect
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of
customer
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gender
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. Design
/
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methodology
/
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approach:
This
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research
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collected data from a questionnaire survey with the
participants who
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participants, who
are the members of
Xiaomi
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Community
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in Vietnam on Facebook (XCVF).
Finally
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, 512 valid and usable questionnaires were tested by applying structural equation modelling (SEM) approach. Findings: The results showed that three components of
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brand
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community
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markers significant influence
two
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aspects of
CBBE
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.
Moreover
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,
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brand
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community
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commitment
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plays the mediating
role
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in the
relationship
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of shared consciousness, ritual and traditions and
CBBE
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.
In addition
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, the influence of
SMBBC
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on
CBBE
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is stronger for women in
comparison
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with men.
Research
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limitations
/
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implications: The sample selected
is limited
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limits
for only members of XCVF, which may have an inadequate view in
comparison
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with other
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brand
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communities.
This
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research
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can eliminate some other important variables that can contribute to
this
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relationship
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. Originality
/
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value
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:
This
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research
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is among the
first
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works that have focused on the
importance
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of
SMBBC
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markers on
CBBE
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, the mediating
role
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of
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brand
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community
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commitment
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, as well as the moderating
effect
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of
customer
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gender
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. Keywords: social media;
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brand
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community
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;
customer
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– based
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brand
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equity
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;
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brand
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community
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markers;
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brand
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community
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commitment
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. 1. Introduction “
Xiaomi
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is a
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brand
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making effective use of online
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brand
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community
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marketing.
Xiaomi
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has gained the benefit of a new media era. “Born for enthusiasm” is the
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brand
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concept and behind the large sales figures, as the company is very successful in fostering a
fans
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fan
culture. Its fans, self-proclaimed as “MI fans” which sounds like
mifen
an alkaloid narcotic drug extracted from opium; a powerful, habit-forming narcotic used to relieve pain
morphine
muffins
muffin
(米粉 rice noodle) in Chinese, have become an important force making the
Xiaomi
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brand
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popular.
Xiaomi
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stimulates its fans’
participation spirit
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participation, spirit
and satisfies their self-realization needs by constructing a virtual space, MIUI (MI User Interface) forum”
.
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.
The advance of technology in the Internet age has totally changed our daily life and firms’ activities as well.
For instance
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, with the
development
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of social media, marketing activities are much more complicated in
comparison
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with conventional marketing (
Habibi
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et al., 2016). Recently, the concept “social media-based
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brand
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community
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” (
SMBBC
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) has frequently used to express
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brand
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community
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that is
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created on the social media platforms
such
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as Facebook, Weibo (
Habibi
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et al., 2014).
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Brand
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community
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relates to specialized, non-geographically bound
community
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, based on a structured set of social relations among admirers of a
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brand
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(Muniz and O'
Guinn
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, 2001). Nowadays, with the evolution of Web 2.0 platforms, customers’
role
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was transformed
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were transformed
from passive in Web 1.0
platform
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platforms
to active.
Hence
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, social media supports
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brand
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community
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members creating
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members, creating
content themselves as called “user-generated content” (Kumar et al., 2016) or
customer
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co-creation
value
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(Hidayanti et al., 2018) that was confirmed as the determinants of word-of-mouth (Chu and Kim, 2011), which in turn, influenced on
customer
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engagement, buyer-seller
relationship
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quality
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(Sashi, 2012a), as well as
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brand
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awareness
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,
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brand
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loyalty
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and purchase intention (Jamali and Khan, 2018).
Moreover
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, previous
research
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indicated that
SMBBC
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stimulated
customer
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satisfaction,
customer
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relationship
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capabilities, and firms performances as well (Clark et al., 2017).
Furthermore
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, owing to
SMBBC
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,
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customer
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customers
the customer
can
significant
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significantly
sign
participate in the
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brand
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value
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co-creation process (Merz et al., 2018). But previous
research
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also
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showed the necessary to
clearer
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clear
understand
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understanding
the
role
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of
SMBBC
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in the marketing field because of its
value
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for the firms in the Industry 4.0 (Merz et al., 2018).
SMBBC
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comprises people who like specific
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brand
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(s) of firms, are the members of the
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brand
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community
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created by firms or by the subsidiary/ agent of firms in a country (Munnukka et al., 2015). With
this
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important significance,
SMBBC
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has recently gained great attention from marketing scholars and practitioners (Munnukka et al., 2015;
Habibi
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et al., 2014; Hur et al., 2011;
Kamboj
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and Rahman, 2018; Islam et al., 2018).
For instance
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, (
Kamboj
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and Rahman, 2018) asserted principal antecedents and the outcomes of
SMBBC
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as well as the possible moderators and mediators. They
also
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showed a lot of
research
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gaps and called for
further
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research
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in terms of other possible determinants and/ or outcomes. In the same line, other researchers stated the
importance
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of deeper evaluating the effects of customers’
perception
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and
behavior
manner of acting or controlling yourself
behaviour
on
CBBE
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(
Habibi
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et al., 2016; Munnukka et al., 2015).
CBBE
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refers to the customers’
perception
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regarding the overall betterment of a
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brand
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in
comparison
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with other related brands (Hassan and Luis V. Casaló Ariño, 2015).
This
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research
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gaps
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gap
is needed for
further
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and
deeper examining
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deeper, examining
because it is crucial for companies in building and maintaining the competitive advantage of their brands in new technology based business as suggested by (Palazon et al., 2018),
Kamboj
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& Rahman, 2018. Based on the literature review,
this
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research
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propose
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proposes
and utilize
two
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aspects of
CBBE
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, namely,
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brand
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awareness
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and
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brand
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loyalty
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.
Moreover
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, the
development
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of social media
platforms challenges
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platforms, challenges
firms to establish and manage their
SMBBC
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. Through
SMBBC
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firms can understand more about their customers’ demands or suggestions to optimize their products, their adaptability and competitiveness (Cui and Wu, 2015; Kang et al., 2016; Carlson et al., 2018).
Moreover
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,
SMBBC
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facilitates customers in searching and understanding information concerning products and services of the firms, as well as experiences, feedbacks of other customers. Well managed
SMBBC
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can lead customers to be
more
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more loyal
loyalty
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to the firms (Poulis et al., 2018) to form citizenship
behavior
manner of acting or controlling yourself
behaviour
.
Although
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such
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importance
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, a lot of firms have not adequately apprehended the
role
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of
SMBBC
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yet.
In addition
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, most customers still lack the willingness to participate actively (
Kamboj
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and Rahman, 2018; Jain et al., 2018; Kaur et al., 2018).
Furthermore
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, previous scholars regard the social, economic, psychological and functional motivation of customers as the factors influencing
CBBE
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(Poulis et al., 2018; Godey et al., 2016), but overlooking the impact of
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brand
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community
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commitment
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.
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Brand
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community
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commitment
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is not innate, but can be influenced by the markers of
SMBBC
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and establishing a sense to firm
belonging
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belongs
. So that, the
research
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of
CBBE
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should proceed from the markers of
SMBBC
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, and in-depth analysis with the mediating
effect
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of
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brand
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community
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commitment
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.
Thus
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shaping a systematic analysis, the
research
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has important significance for obtaining
CBBE
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. Recently, (Hook et al., 2018) suggested that future researchers need to
deeper examine
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deeper, examine
long – term consequences of
customer
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brand
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community
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participation. They
also
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indicated the necessary to investigate the terms “
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brand
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community
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markers” and “
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brand
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community
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commitment
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” together, rather than researching in separation. In the same vein, (
Kamboj
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& Rahman, 2018) showed that it is necessary to
further
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examine the new mediating variables
such
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as
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brand
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community
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commitment
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.
Moreover
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, because of the
different
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difference
differences
in biology,
previous
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previously
indicated the necessary to differ in
behaviors
manner of acting or controlling yourself
behaviour
between male and female customers (Correa et al., 2010).
Therefore
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,
this
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work attempts to answer to the
research
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questions as
follow
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follows
: RQ1: How do
SMBBC
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markers influence
CBBE
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? RQ2: Which component of
SMBBC
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markers is more significant related to specific aspects of
CBBE
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? RQ3: How does
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brand
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a brand community commitment
community
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commitment
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mediate the
relationship
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between
SMBBC
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markers and
CBBE
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? RQ4: Does
customer
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gender
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moderate the
relationship
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between
SMBBC
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markers and
CBBE
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? To answer the above questions,
this
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paper proposes and empirical tests a
research
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model to clarify the correlation between
SMBBC
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markers and
CBBE
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directly and indirectly via
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brand
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community
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commitment
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and
customer
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gender
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. The remains of
this
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research
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is organized
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are organized
as
follow
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follows
.
This
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research
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starts with theoretical background and
research
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design, which followed by the data analysis results and conclusion. 2. Theoretical background and hypothesis
development
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2.1. Social media based
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brand
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community
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The notion of
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brand
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community
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was proposed by (Muniz and O'
Guinn
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, 2001) and relates to the organized social
relationship
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based on
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brand
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admirers, a specialized
community
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organization without geographical boundaries.
This
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concept provides a better way to solve the
two
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challenges of one-to-one
customer
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relationship
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management and
customer
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classification faced by firms. With the rapid
development
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of
Internet
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the Internet
which is one of the most important innovations of human life, the
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brand
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community
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is easier than ever in terms of
timely
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timing
timeliness
time
, geographical restrictions. Its application forms and implementation technologies are constantly evolving. Many firms are gradually building
SMBBC
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on the basis of computer cyberspace, social media and other virtual platforms.
In
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On
one hand,
SMBBC
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is the combination of social media and
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brand
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community
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(Algesheimer et al., 2005) or
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brand
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communities created on the platforms of social media (
Habibi
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et al., 2014; Kaur et al., 2018; Zaglia, 2013).
In
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On
the other hand, (Arnone et al., 2010) indicated that
SMBBC
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relates to customers gathered together because of similar
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brand
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preferences or ideas, and sharing
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brand
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experience as well as values through social media platforms.
Although
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a wide
types
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type
of social media platforms, scholars all agreed that shared consciousness, shared rituals and traditions and obligation to
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community
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the community
are the components of
SMBBC
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(
Habibi
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et al., 2014; Muniz and O'
Guinn
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, 2001;
Habibi
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et al., 2016).
Therefore
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,
this
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research
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inherits their assertion to test the
relationship
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with their consequences. In which, shared consciousness relates to connection among members of a
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brand
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community
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that decide the difference between its members with outsiders (Zhou et al., 2012).
Besides
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it, shared rituals and traditions refers to the social responsibility of members towards the
community
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and its members (Muniz and O'
Guinn
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, 2001).
Moreover
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, obligation to
community
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indicates that members think about and act for the benefits of the
community
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and its members.
This
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can explain the reason of willingness to mutual help of members in a
community
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(Muniz and O'
Guinn
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, 2001).
In addition
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, previous researchers considered that
SMBBC
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is based on a series of relationships among members with brands, products and firms to form four kinds of
relationship
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(
Habibi
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et al., 2016; James H.
McAlexander
Suggestion
et al., 2002). In the reality, many firms have established
SMBBC
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not only for establishing and maintaining the above four relationships and
also
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stimulating members to share
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brand
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experience and innovative ideas to improve the
quality
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of products or services (Casaló et al., 2010; See-To and Ho, 2014). Because through the knowledge acquisition
from
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of
social media, firms can improve the
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brand
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innovation strategy (Bang et al., 2015).
Moreover
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,
SMBBC
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influences on
customer
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satisfaction, trust, and
loyalty
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with the
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brand
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(Algesheimer et al., 2005; Zhou et al., 2012; Tsai et al., 2012). Obviously,
SMBBC
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also
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has some negative effects, called “dark side”,
such
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as leading to normative pressure on members, thereby reducing
community
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identification, recommendation and participation as well (Poulis et al., 2018). 2.2.
Customer
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– based
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brand
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equity
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Brand
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equity
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refers to the
perception
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of the customers about the overall betterment of a
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brand
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when they compare to other related brands (Hassan and Luis V. Casaló Ariño, 2015). In the perspective of customers,
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brand
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equity
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relates to
CBBE
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(
Yoo
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et al., 2000; Datta et al., 2018). That means customers acquaint with certain
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brand
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and revoke uniqueness of
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brand
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the brand
such
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as its name, logo and motto (Torres et al., 2015). These factors stimulate
customers’
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the customers’ perception
perception
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of the
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brand
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and other factors of the
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brand
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such
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as its
importance
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or positioning (Keller, 1993).
CBBE
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is an interesting and important topic that recently has gained the attention of researchers and practitioners in marketing (Poulis et al., 2018;
Yoo
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et al., 2000; Datta et al., 2018). But to date, its dimensions are still
in disputable
not open to question; obviously true
indisputable
.
For instance
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, (Godey et al., 2016) divided
customer
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based
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brand
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equity
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in
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brand
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awareness
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and
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brand
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image; (Chahal and Rani, 2017) considered
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brand
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awareness
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,
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brand
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image and
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brand
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loyalty
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as the dimensions of
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brand
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equity
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;
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brand
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awareness
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,
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brand
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loyalty
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, perceived
quality
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of
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brand
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and
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brand
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association (Sasmita and Norazah Mohd Suki, 2015);
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brand
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awareness
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,
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brand
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quality
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and
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brand
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loyalty
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(Guzmán and Davis, 2017);
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brand
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associations,
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brand
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image, perceived
quality
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and
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brand
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credibility (Vogel and Watchravesringkan, 2017). Among the different approaches, most of researchers highlighted that
CBBE
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combines
two
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main components, namely,
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brand
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awareness
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and
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brand
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loyalty
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(Poulis et al., 2018). For
this
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reason, by inheriting and utilizing these
two
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dimensions of
CBBE
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,
this
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research
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develops and tests a new framework to clarify the related relationships. In which,
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brand
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awareness
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relates to the power of
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brand
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existence and
perception
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in the
customer
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’s head and thinking (Molinillo et al., 2017).
Hence
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, customers can easily distinguish a specific
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brand
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among other brands in term of logo, name and motto.
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Brand
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awareness
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can be created and maintained through marketing communication
such
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as advertising or through social media platforms (Barreda et al., 2015; Sasmita and Norazah Mohd Suki, 2015; Bruhn et al., 2012; Schivinski and Dabrowski, 2014) Along with
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brand
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awareness
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,
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brand
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loyalty
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relates to the customers’
first
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choice of a specific
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brand
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among other brands (
Yoo
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et al., 2000). Previous
research
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confirmed that
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loyalty
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loyal
customers even may not consider buying other brands (Aaker, 1996) or selecting as their default preferred
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brand
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(
Yoo
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et al., 2000). In a sense,
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brand
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loyalty
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refers to one of the main goals for marketing activities which in turns can increase sales and market share (Schivinski and Dabrowski, 2014).
Likewise
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,
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brand
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loyalty
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affects the purchase decisions of the customers to the same product (Huang et al., 2010). Previous
research
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showed that social media is a type of communication that acts as an important
role
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in promoting
customer
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engagement (Hollebeek et al., 2014; Sashi, 2012b). They
also
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showed that
SMBBC
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significant correlates with
customer
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- based
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brand
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equity
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(Godey et al., 2016; Sasmita and Norazah Mohd Suki, 2015; Jiao et al., 2018). In the
next
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section, the authors clarify the
relationship
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between
SMBBC
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markers and
CBBE
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.

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To get an excellent score in the IELTS Task 2 writing section, one of the easiest and most effective tips is structuring your writing in the most solid format. A great argument essay structure may be divided to four paragraphs, in which comprises of four sentences (excluding the conclusion paragraph, which comprises of three sentences).

For we to consider an essay structure a great one, it should be looking like this:

  • Paragraph 1 - Introduction
    • Sentence 1 - Background statement
    • Sentence 2 - Detailed background statement
    • Sentence 3 - Thesis
    • Sentence 4 - Outline sentence
  • Paragraph 2 - First supporting paragraph
    • Sentence 1 - Topic sentence
    • Sentence 2 - Example
    • Sentence 3 - Discussion
    • Sentence 4 - Conclusion
  • Paragraph 3 - Second supporting paragraph
    • Sentence 1 - Topic sentence
    • Sentence 2 - Example
    • Sentence 3 - Discussion
    • Sentence 4 - Conclusion
  • Paragraph 4 - Conclusion
    • Sentence 1 - Summary
    • Sentence 2 - Restatement of thesis
    • Sentence 3 - Prediction or recommendation

Our recommended essay structure above comprises of fifteen (15) sentences, which will make your essay approximately 250 to 275 words.

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