model of brand community online impact on brand performance and brand equity With emphasis on the role of social capital (Case Study: manufacturing company of Sony media products)

Subject Areas : Social Researches

Narjes Ebadati ¹ ( دانش آموخته دکترای گروه مدیریت رسانه ای IT دانشگاه آزاد اسلامی، واحد علوم و تحقیقات، تهران، ایران. ([e-mail]) )
Bagher Saroukhani ² ( گروه جامعه شناسی دانشگاه آزاد اسلامی، واحد علوم و تحقیقات، تهران، ایران. (نویسنده مسئول)([e-mail]) )
Ali Akbar Farhangi ³ ( گروه مدیریت رسانه دانشگاه آزاد اسلامی، واحد علوم وتحقیقات تهران ([e-mail]) )

Received: 2016-12-18 Accepted : 2016-12-18 Published : 2016-12-21

Keywords: social capital, Keywords: brand community, brand equity, brand performance,

Abstract :

Abstract The aim of this paper is to provide a model for brand community impact on brand performance and brand equity with moderator role of social capital in the media products producer organizations. The study population is Sony's society that is consisted of two groups: online customers of Sony's brand and managers, marketers and sellers of Sony products. The sample size for two group in the absence of accurate statistics according to Cochran is 384 people that were selected by simple random sampling. Research tools are online brand community, brand performance and brand equity Inventory. To validate the assessment tool was used lisrel software and then The Cronbach's alpha was used to reability. Hypothesis tested by PLS structural software. The results showed a online brand community powerful influence on brand performance and brand equity  also the results showed that online brand community impact  the moderator role of social capital  on brand performance and brand equity  was confirmed.This  study developed a unique model of a brand community impact  process on brand performance and brand equity .