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Sustainability in social brand communities: influences on customer equity

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  • Juran Kim

Abstract

This study addresses how social brand communities generate sustainable customer equity by enhancing perceived quality. The study shows that social brand community experiences affect attitude both toward the brand community and toward the brand and purchase intentions. In contrast to online communities, socially embedded brand communities allow their members to perceive multiple social identities with the brand community, the brand, the company and the social network. The study illuminates similarities and differences between social brand communities and online brand communities. The concept of customer equity is critical for sustaining relationships between social brand community experiences, perceived quality and customer equity. Implications for marketing academics and practitioners are discussed.

Suggested Citation

  • Juran Kim, 2015. "Sustainability in social brand communities: influences on customer equity," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 25(3), pages 246-258, June.
  • Handle: RePEc:taf:jgsmks:v:25:y:2015:i:3:p:246-258
    DOI: 10.1080/21639159.2015.1041783
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    Citations

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    Cited by:

    1. Song, Tae Ho & Kim, Sang Yong & Kim, Ji Yoon, 2016. "The dynamic effect of customer equity across firm growth: The case of small and medium-sized online retailers," Journal of Business Research, Elsevier, vol. 69(9), pages 3755-3764.
    2. Zhang, Ruijin & Li, Guoxin & Wang, Zhengpei & Wang, Haiyan, 2016. "Relationship value based on customer equity influences on online group-buying customer loyalty," Journal of Business Research, Elsevier, vol. 69(9), pages 3820-3826.
    3. Jung, Jaesuk & Kim, Sang Jin & Kim, Kyung Hoon, 2020. "Sustainable marketing activities of traditional fashion market and brand loyalty," Journal of Business Research, Elsevier, vol. 120(C), pages 294-301.
    4. Kim, Jeeyeon & Kim, Mingyung & Choi, Jeonghye & Trivedi, Minakshi, 2019. "Offline social interactions and online shopping demand: Does the degree of social interactions matter?," Journal of Business Research, Elsevier, vol. 99(C), pages 373-381.
    5. Chae, Heeju & Ko, Eunju, 2016. "Customer social participation in the social networking services and its impact upon the customer equity of global fashion brands," Journal of Business Research, Elsevier, vol. 69(9), pages 3804-3812.
    6. Wang, Huanzhang & Kim, Kyung Hoon & Ko, Eunju & Liu, Honglei, 2016. "Relationship between service quality and customer equity in traditional markets," Journal of Business Research, Elsevier, vol. 69(9), pages 3827-3834.
    7. Di Benedetto, C. Anthony & Kim, Kyung Hoon, 2016. "Customer equity and value management of global brands: Bridging theory and practice from financial and marketing perspectives: Introduction to a Journal of Business Research Special Section," Journal of Business Research, Elsevier, vol. 69(9), pages 3721-3724.
    8. Hwang, Joon Ho & Chung, Jaiho & Kim, Jae Wook & Lee, Dongwon & Yoo, Weon Sang, 2016. "Antecedents to loyalty point redemption: Implications for customer equity management," Journal of Business Research, Elsevier, vol. 69(9), pages 3731-3739.
    9. Çifci, Sertaç & Ekinci, Yuksel & Whyatt, Georgina & Japutra, Arnold & Molinillo, Sebastian & Siala, Haytham, 2016. "A cross validation of Consumer-Based Brand Equity models: Driving customer equity in retail brands," Journal of Business Research, Elsevier, vol. 69(9), pages 3740-3747.
    10. Zou, Peng & Li, Guofeng, 2016. "How emerging market investors' value competitors' customer equity: Brand crisis spillover in China," Journal of Business Research, Elsevier, vol. 69(9), pages 3765-3771.
    11. Raithel, Sascha & Taylor, Charles R. & Hock, Stefan J., 2016. "Are Super Bowl ads a super waste of money? Examining the intermediary roles of customer-based brand equity and customer equity effects," Journal of Business Research, Elsevier, vol. 69(9), pages 3788-3794.

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