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

VII. C onclusion R eferences R éférences R eferencias 1. Aaker, D. A. (2009). Managing Brand Equity . Simon and Schuster. 3. Ashforth, B. E., & Mael, F. (1989). Social Identity Theory and the Organization. Academy of Management Review , 14 (1), 20–39. https://doi. org/10.5465/amr.1989.4278999 4. Astrachan, C. B., Patel, V. K., & Wanzenried, G. (2014). A comparative study of CB-SEM and PLS- SEM for theory development in family firm research. Journal of Family Business Strategy , 5 (1), 116–128. https://doi.org/10.1016/j.jfbs.2013.12.002 5. Aulia, D., & Briliana, V. (2017). Brand Equity Dimension and Consumer Behavior in Social Media. South East Asia Journal of Contemporary Business, Economics and Law , 13 (2), 15–24. 6. Barreda, A. A., Bilgihan, A., Nusair, K., & Okumus, F. (2015). Generating brand awareness in Online Social Networks. Computers in Human Behavior , 50 , 600–609. https://doi.org/10.1016/j.chb.2015.03.023 7. Barreda, A. A., Bilgihan, A., Nusair, K., &Okumus, F. (2016). Online branding: Development of hotel branding through interactivity theory. Tourism Management , 57 , 180–192. https://doi.org/10.10 16/j.tourman.2016.06.007 8. Bashir, M. A., Ali, N. A., & Jalees, T. (2020). Impact of brand community participation on brand equity dimension in luxury apparel industry-A structural equation modeling approach. South Asian Journal of Management , 14 (2), 263–276. 9. Bernarto, I., Sudibjo, N., Bachtiar, D., Suryawan, I., Purwanto, A., & Asbari, M. (2020). Effect of Transformational Leadership, Perceived Organi- zational Support , Job Satisfaction Toward Life Satisfaction: Evidences from Indonesian Teachers . 29 , 5495–5503. 10. Binwani, K. J., & Ho, J. S. Y. (2019). Effects of social media on cosmetic brands. Khusboo, JB & Ho, JSY (2019). Effects of Social Media on Cosmetic Brands. Journal of Marketing Advances and Practices , 1 (2), 1–10. 11. Brogi, S., Calabrese, A., Campisi, D., Capece, G., Costa, R., & Di Pillo, F. (2013). The effects of online brand communities on brand equity in the luxury fashion industry. International Journal of Engineering Business Management , 5 (Godište 2013), 5–32. 12. Buil, I., de Chernatony, L., & Martínez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation. Journal of Business Research , 66 (1), 115–122. https://doi.org /10.1016/j.jbusres.2011.07.030 13. Bulearca, M., & Bulearca, S. (2010). Twitter: A viable marketing tool for SMEs? Global Business and Management Research , 2 (4), 296. 14. Burgess, J., & Jones, C. (2020). Exploring the forced closure of a brand community that is also a participatory culture. European Journal of Marketing . 15. Büyükdağ, N. (2021). The effect of brand awareness, brand image, satisfaction, brand loyalty and WOM on purchase intention: An empirical research on social media. Business & Management Studies: An International Journal , 9 (4), 1380–1398. https://doi.org/10.15295/bmij.v9i4.1902 16. Carlson, J., Wyllie, J., Rahman, M. M., & Voola, R. (2019). Enhancing brand relationship performance through customer participation and value creation in © 2022 Global Journals Global Journal of Management and Business Research Volume XXII Issue III Version I Year 2022 ( ) E 80 The study’s goal is to determine how membership in a social media-based brand community affects an individual's view of the brand image of a company. The purpose of the study was also to evaluate the role of brand association and brand awareness as a mediator between two variables. To achieve the objectives mentioned above, a comprehensive review of the relevant literature and the development of seven hypotheses were done. To make the process of collecting appropriate data for the study more manageable, a well-structured questionnaire was developed and circulated across online social media sites. The data for the study comes from 445 individuals who were picked at random using the convenience sampling technique. These clients are active on the fan pages of a variety of fashion companies and have access to many social media networks. Brand associations and brand awareness were positively associated with social media-based brand community participation (SMBBCP); however, there was no link between SMBBCP and brand image. The study's findings indicate a correlation between SMBBCP and positive brand associations, and brand awareness. There is also a positive feedback loop between brand awareness and brand association, as well as a positive link between the brand association and brand image. These two components contribute to positive brand perception. According to the study's findings, brand association functions as a mediator between brand awareness and brand image, as well as between SMBBCP and brand image. In addition, there is a concept known as "brand awareness," which may be considered a compromise between the SMBBCP and the brand association. The study's potential for far- reaching repercussions has been evaluated, and these effects have been considered in connection with the scope of future research. If the constraints of the current study can be solved, marketing managers can utilize the potential of community fan sites to increase corporate profitability. Impact of Social Media-Based Brand Community Participation on Brand Image in Bangladesh: Mediating Role of Brand Association and Brand Awareness 2. Anwar, A., Gulzar, A., Sohail, F. B., & Akram, S. N. (2011). Impact of brand image, trust and affect on consumer brand extension attitude: The mediating role of brand loyalty. International Journal of Economics and Management Sciences , 1 (5), 73–79.