Hoang, Hoa Thi; Wang, Feng; Ngo, Quang Van; Chen, Man - In: Marketing Intelligence & Planning 38 (2019) 3, pp. 325-339
Purpose: The purpose of this paper is to examine the effects of social media-based brand community (SMBBC) markers on customer-based brand equity (CBBE). Moreover, this research evaluates the mediating effect of brand community commitment and the moderating effect of customer gender....