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

image increases consumer perception of product or service quality (Cham et al., 2014; Wu, 2011). It helps buyers choose brands that meet their demands. Brand image may attract first-time clients and provide the company with a competitive edge (Cham et al., 2014; Wu, 2011). Unlike low-image brands, high-image brands can extend into other areas (Hamid et al., 2015). A product's image may reduce brand extension failures by ensuring durability and consumer satisfaction (Hannes, 2019; Taqi & Muhammad, 2020). H3: Social Media Based Brand Community Participation Brand image is expressed by any information that predominately occurs in brand association and is tied to the brand name in consumer recall (K. L. Keller, 1993; Sasmita & Mohd Suki, 2015). Meanwhile, the literature examined the theoretical link between SMBBC involvement, Brand association, and Brand awareness. However, following a thorough analysis of prior studies, we have concluded that there is a lack of online research on the relevance of brand awareness as a mediator between SMBBCP and brand association. Simply, SMBBCP provides participants with information about the products and services, which increases brand awareness, and when participants are aware of the products via brand communities, the brand association is strengthened. Therefore, based on the above debate, the following hypothesis has been developed: Brand awareness (BAw) is acknowledged as the first stage of brand-related information acquisition (Barreda et al., 2016; Büyükdağ, 2021). It is vital for initiating the communication process (Barreda et al., 2015), in contrast, brand image (BI) is one of the aspects that not only enhance the effectiveness of marketing communication but also produce brand- related information (K. L. Keller, 1993). Prior research indicated that brand awareness (BAw) positively impacts brand image (BI) (Bernarto et al., 2020; Mulyono, 2016). BAw has a significant influence (Barreda et al., 2016; Büyükdağ, 2021) and a relationship with the BI (Karam & Saydam, 2015). Brands with a high BAw produce products with a high BI (Dewi et al., 2020; Tariq et al., 2017). Therefore, brand image will be enhanced by brand awareness (Saydan & Dülek, 2019). When customers have strong brand recognition, it is not difficult to create a positive brand image (Mulyono, 2016; Sean Hyun & Kim, 2011). Based on the preceding discussion, the theoretical link between brand awareness, brand image, and the brand association has been established; nevertheless, there are few studies evaluating the mediating function of brand association between brand awareness and brand image. In addition, SMBBC plays a crucial role in creating brand associations, which generates a stronger brand image. Therefore, we have developed the following hypotheses: III. R esearch M ethodology This section shows how the data for the study's constructs were gathered, analyzed, and operationalized. The survey sampled young consumers who possessed smartphones or smart gadgets and were regarded as part of the digital generation, engaged actively in online social networking, and had purchased items from favorite brands such as Aarong, Yellow, © 2022 Global Journals Global Journal of Management and Business Research Volume XXII Issue III Version I Year 2022 ( ) E 74 (SMBBCP) Positively Correlates with Brand Image (BI). H4: Brand Association (BAs) Positively Correlates with Brand Image (BI). H5: Brand Awareness (BAw) Mediates the Relationship between SMBBCP and Brand Association (BAs). H6: Brand Association (BAs) Mediates the Relationship between Brand Awareness (BAw) and Brand Image (BI). H7: Brand Association (BAs) Mediates the Relationship between SMBBC Participation and Brand Image (BI). Brand image affects a company's future profitability, long-term cash flow, customer compliance to pay high prices, and strategic decisions. BI may also affect stock prices, sustained competitive advantage, and marketing (Chen, 2010; Farzin & Fattahi, 2018). Brand community participation affects brand image. Community engagement also affects brand image. Brand communities have shown that customer authorization and consumer-created content may boost brand image (Cova & Pace, 2006; Muñiz & Schau, 2007). Therefore, we propose the following hypothesis: Taylor et al. (2007) argued that brand association positively correlates with brand image. When a person considers facts about the product and identifies more strongly with his existing brand knowledge, the brand connection will become stronger. The relationship between a brand and emotions, characteristics, and benefits can generate a brand association. These factors contribute to brand development (Enjelina & Dewi, 2021; J. E. Lee et al., 2019). The brand connection supports constructing a brand's image, resulting in the acquisition of competitive advantage, revenue, and anticipated advancement (Khan & Jalees, 2016). The following hypotheses are therefore posited: e) Brand Association and Brand Image f) The Mediating Role of Brand Awareness g) The Mediating Role of Brand Association a) Statistical Analysis Technique b) Data collection To perform the descriptive statistical analysis, we used SPSS version 25. Partial least squares (PLS) path modeling was utilized to evaluate the measurement and structural model with the SmartPLS3. Impact of Social Media-Based Brand Community Participation on Brand Image in Bangladesh: Mediating Role of Brand Association and Brand Awareness