Title :
Notice of Retraction
How virtual brand community influences on consumer-based brand equity
Author_Institution :
Marketing dept of Business School, Nankai University, Tianjin, China
Abstract :
Notice of Retraction
After careful and considered review of the content of this paper by a duly constituted expert committee, this paper has been found to be in violation of IEEE´s Publication Principles.
We hereby retract the content of this paper. Reasonable effort should be made to remove all past references to this paper.
The presenting author of this paper has the option to appeal this decision by contacting TPII@ieee.org.
The virtual brand community (VBC) is a new brand phenomenon in Internet times. Drawing on social identity theory and the concept of the sense of community, this paper explores how the VBC impacts on consumer-based brand equity (CBBE) under the mediating effects of consumer participation, and puts forward some suggestions about building the VBC to enhance the CBBE.
Keywords :
Atmospheric measurements; Cognition; Communities; Correlation; Internet; Particle measurements; Reliability; consumer participation; consumer-based brand equity; social identity; virtual brand community;
Conference_Titel :
E -Business and E -Government (ICEE), 2011 International Conference on
Conference_Location :
Shanghai, China
Print_ISBN :
978-1-4244-8691-5
DOI :
10.1109/ICEBEG.2011.5881955
