Creating Brand Equity by Leveraging Value Creation and Consumer Commitment in Online Brand Communities: A Conceptual Framework

Abstract

Advancement in information technologies has created change in our economics as well as in our societies because companies strive to adapt the conditions that prevail in marketplace. In this scenario, marketing professionals are exploring advanced and effective ways to build a strong brand. The research objectives explore the impact of online brand communities on brand equity dimensions through which consumer could achieve commitment and value-creation. While, marketing managers could explore attributes regarding brand perception, information and resource sharing and brand loyalty. A framework is proposed based on the drivers of online brand community and its influence on the dimensions of brand equity. From theoretical perspective, this study contributes to branding literature by exploring strategies for value-creation, brand image and integrated marketing communication. Additionally from marketing perspective, the drivers will guide managers to understand the want and desire of target audience. The building of such online brand communities will raise the return of investment, save marketing cost, enhance consumer loyalty, improving product development and providing circumstances for co-creation. Thus, it will provide ever-lasting consumer-brand relationship and substantial information about consumer behavior.

Effects of humor climate within online brand community

“…Extensive research has identified the critical roles of VCC in facilitating brand equity. For instance, Zhang et al (2015) find that leveraging VCC patterns strategically is a useful and advanced way to improve brand perception, brand loyalty and relationship satisfaction. García Haro et al (2014) have debated the internal and external effects of VCCs on companies, ranging from improved product quality, increased productivity, reduced costs and popularized product acceptance to the company's public reputation.…”

Strategic Orientation, Integrated Marketing Communication, and Relational Performance in E-commerce Brands: Evidence from Japanese Consumers’ Perception

“…As for the relationship between IMC and brand loyalty, Keller (2009) argued that maintaining consistent brand messages and image has a strong effect on improving brand loyalty, while Šerić et al (2014) claimed that an optimal combination of effective communication disciplines can help keep existing customers while reinforcing their loyalty. Zhang, Shabbir, Pitsaphol, and Hassan (2015) provided empirical evidence that IMC positively affects customer loyalty. Likewise, Šerić et al (2020) recently demonstrated that communication consistency has a strong direct impact on brand loyalty with fast-food brands.…”

The Innovative Roles of Community Engagement as a Moderator in Consumer Perspective Model for Malaysia-Origin Fashion Brands’ Business Sustainability

“…Thus, the utilization of consumer-brand and consumer-consumer relationships has become CE's major innovative role to strategically establish sustainable advantage for SBE building (Chan, Boksem & Smidts, 2018). The optimization of CE interactivities is to create high BA in familiarization criteria (Zhang, Shabbir, Pitsaphol & Hassan, 2015;Islam & Rahman, 2016). On the contrary, brand associations develop positive attitudes towards a product and non-product dimensions in functional, performance-related, and imagery-related retrieved in the image perceived (Keller, 1993(Keller, , 2001).…”