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Customer citizenship behavior (CCB) in virtual brand communities is a topic of increasing importance in marketing management research. This type of behavior plays a critical role in the improvement of enterprises' marketing capabilities. In this study, we draw on regulatory focus theory-along with the perspectives of selfpresentation and regulatory fit in relation to social identity-to construct and test a model that investigates both the main effects of regulatory foci (promotion and prevention) and the indirect effects of online self-presentation and community identification on CCB. The empirical results based on our online survey between 310 individual members of an well-known online-community in China demonstrate:(1) a promotion focus exerts a positive influence on CCB while a prevention focus exerts a negative impact; (2) the desire for online self-presentation mediates the association between regulatory foci and CCB; and (3) community identification moderates the relationship between regulatory foci and the desire for online self-presentation, as well as the mediation effect. These results have substantial implications for studying CCB within virtual brand communities.

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The research on competitiveness has been increasing in popularity amongst scholars, there is a lack of studies focusing on the firm level competitiveness of Small and Medium Enterprises (SME). The objective of this paper is to develop a framework model, which can be used to analyze the competitiveness of the SME at the firm level. In this paper, we propose a framework of six pillars of competitiveness, which constitute the physical and human resources, innovation, networking, management processes as well as customers (demand conditions) and competitors (supply conditions). The methodology is unique in the sense that it incorporates the unique analytical framework called the bottlenecks over the pillars of competitiveness, which calculate the individual level competitiveness points for each SME and competition points that can collate significantly with the selected measures of competitiveness. This comprehensive framework needs to be tested empirically with the data in future research.

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