Global Journal of Management and Business Research, E: Marketing, Volume 22 Issue 3

To the best of our knowledge, this research is one of the first studies to examine the mediating effect of brand association in the relationship between SMBBCP and brand image, as well as between brand awareness and brand image. The mediating effect of brand awareness in the relationship between SMBBCP and brand association has also been examined here. The results can be used to develop research on SMBBC (Hoang et al., 2019). In this study, Social Identity Theory was used to clarify how customers identify with the brand community of the products or services they have purchased (Ashforth & Mael, 1989). This study expands on the theory from the perspective of social media by demonstrating how involvement in a brand community on social media affects brand association, with brand awareness serving as a mediating factor. Additionally, it proves how brand association may serve not only as a bridge between brand awareness and brand image but also between participation in social media-based brand community and brand image. enchant luxury buyers at present. That’s why luxury fashion brands ought to take part in social media activities to a great extent. © 2022 Global Journals Global Journal of Management and Business Research Volume XXII Issue III Version I Year 2022 ( ) E 79 In the contemporary age of social media, aside from the theoretical contributions, this research can also provide input to firms’ managers or owners of SMBBC. First, the existence of an enthralling and valued brand community, particularly on the social media platform, is essential for building up a firm’s competitive advantage (Habibi et al., 2016; Munnukka et al., 2015). Second, the members of SMBBC ought to communicate intimately so they can identify themselves with the group (Datta et al., 2017). Consumers begin participating in community activities after becoming members of online brand communities (OBCs). Their discussion and sharing of perceptions, impressions, and expertise about brands, by OBC, accelerate other customers’ brand awareness and intensify the association between brand and customer (Brogi et al., 2013). Third, managers can add to and reinforce the brand image by dint of forming brand communities and encouraging customers to favorably take part in those communities (Bashir et al., 2020). A functioning community's members have a propensity for appraising the brand image of the community owners. This circumstance should be a stimulus for marketing managers to make financial contributions to an OBC (Woisetschläger et al., 2008). Marketers can employ OBC to create both effective and enduring bonds either with their customers or to let the customers join in heartfelt and friendly conversations with both the brand and other participants, brands offer grounds through their social media platforms. As luxury fashion brands are giving more importance to imparting palatial values to individuals in all possible ways, employing social media for marketing has emerged as a suitable avenue to VI. L imitations and F uture R esearch After turning into online brand community members, consumers not only begin to devote themselves to community activities but also talk over and coordinate their passion, point of view, and brand- related occurrences. The whole conversation via online brand community results in the improvement of customers’ brand awareness as well as association between brand and customer (Brogi et al., 2013). For the purpose of increasing customer participation in online brand communities, a few dependable and cooperative customers may be granted additional incentives. Organizations can engage a full-time manager like a brand community manager. These managers may regularly engage in various special and intriguing activities to engage consumers in virtual brand communities, resulting in the development of sensory, pleasurable, and emotional experiences. Consequently, they pave the way for brand development and community affiliation (Qiao et al., 2021). This study has some limitations that provide an exciting scope for further research. First, the research is conducted based on the data collected from Bangladeshi consumers of retail fashion brands using a survey questionnaire on the social media platform (Facebook). As a result, the results are limited to a single country and a single social media platform. Future research can address this limitation by looking into the structure of the relationships studied here in different countries and social media platforms. Second, the sample size is determined at 445. Future studies could be conducted with a larger sample size, and the findings could differ. Third, the quantitative method was used to conduct the study. However, considering the nature of the study, the target population, and the context and variables selected, the qualitative approach can also be considered for future research. Fourth, the study employed data that were cross-sectional to some extent. Longitudinal studies, where the same sample units of the population are measured repeatedly over some time, can be suggested for use in future research. Fifth, PLS-SEM has been used by the researchers for the present study. Other analytical tools can also be considered for future research. Sixth, this research may lack other mediating variables (such as perceived values, trust, satisfaction, and motivations) (Islam et al., 2018; Kang & Shin, 2016). Finally, the convenience sampling technique was used in this study, which limited the findings' generalizability. Probability sampling techniques can be suggested for future research to improve the validity and generalizability of the research findings. prospective customers (Pournaris & Lee, 2016). Fourth, b) Managerial Implication Impact of Social Media-Based Brand Community Participation on Brand Image in Bangladesh: Mediating Role of Brand Association and Brand Awareness a) Theoretical Implication