Factors influencing quality of life: a study of brand communities in Viet Nam

8 Value co-creation practices and brand relationship quality...8 Brand relationship quality and consumer hope...12 Consumer hope and quality of life.... The results indicate that it can

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

-LE THI MUI

FACTORS INFLUENCING QUALITY

OF LIFE: A STUDY OF BRAND

COMMUNITIES IN VIET NAM

MASTER OF BUSINESS (HONOURS)

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

-LE THI MUI

FACTORS INFLUENCING QUALITY

OF LIFE: A STUDY OF BRAND

COMMUNITIES IN VIET NAM

MASTER OF BUSINESS (HONOURS)

SUPERVISOR: Assoc Prof Nguyen Thi Mai Trang

Ho Chi Minh City - 2018

LIST OF CONTENTS

List of tables 2

List of figures 3

Introduction 4

Literature review 8

Brand community 8

Value co-creation practices and brand relationship quality 8

Brand relationship quality and consumer hope 12

Consumer hope and quality of life 14

Methodology 16

Design and Sample 16

Measurement 18

Data analysis and results 18

Testing the measurement model 18

Testing the hypothesis model 24

Discuss and implications 25

Limitations and direction for future research 29

Conclusion 30

Appendix 31

References 52

List of tables

Table 1: The profile of respondents in the study

Table 2: Cronbach’s Alpha for all constructs

Table 3: Pattern Matrix in EFA analysis

Table 4: Standardized CFA loadings of items

Table 5: Correlations of items

Table 6: Regression Weights in SEM analysis

Table 7: A again qualitative survey report

List of figures

Figure 1: Proposed research Model

This research investigates the impact of value co-creation practices in online brandcommunity on quality of life by the mediating of brand relationship quality andconsumer hope The research was designed for the sample size about 250

respondents in online brand communities such as Apple brand community for Iphonefans, Channel brand community for perfume fans, 38 Degree flowers brand

community for flower fans and SamSung brand community for the fans of Galaxylines The results indicate that it can be said that the existence of relationship betweentwo elements of value co-creation practices in online brand community includingimpression management, brand use and brand relationship quality as well as thepresence of the relationship in series from brand relationship quality to consumerhope and then quality of life Finally, some implications are discussed to gain point

of view objectively about research results

The fourth industrial revolution has had a dramatically booming stage in recent yearsand seems breaking most of traditional industries in every countrybecause the factthat the remarkable number of global online retail sales was to increase from US$236billion to US$521 billion over five years, from 2007 to 2012, was estimated to reach

$1248.7 billion in 2017 (Verma et al., 2016).Consumer have had awareness of

benefits of this channel such as great price and flexible time bythe significant

increase in e-commerce platforms global (Denegri‐Knott, 2006; Nedergaard & Jones, 2013).The fact that it has changed significant marketing industry, leading to acreatively online marketing stage thanks to the unique aspect of social media and itshuge spread for revolutionizing marketing process (Hanna, Rohm, &Crittenden, 2011)and consumer behavior from absorbing information for making purchase online

Gyrd-(Mangold & Faulds, 2009; Powers, Advincula, Austin, & Graiko, 2012) Otherwise,compared withthe online ones,the other benefits ofsocial media based brand

communities are the lower cost of initiating these communities, higher reward, andthe number of greater reach because of normally using free the platforms

(LaPointe,2012) Accordingly, the rapidly popularizing of social networking

technologies has generated ideal circumstance including a new platform and

opportunities to retain existing members and attract new customers for brand

community (Kietzmann, Hermkens, McCarthy, & Silvestre, 2011)

Specifically,the concept of brand community is taken into as one of main

considerations in marketing field recently(Muniz & O’Guinn, 2001) When

researchers study initial about brand communities, online brand communities aredeemed as tools in order to build relationships between consumers and brands thanks

to corresponding internet condition (Schultz& Bailey, 2000) The brands and

consumers are provided many values such as sharing knowledge and engaging

supportive consumers by brand communities (Andersen, 2005), making strong

impression to customers on the brand features and stimulating their loyalty (Andersen,2005; McAlexander et al., 2002), gaining valuable market data for development andresearch (Von Hippel, 2005), and co-creating benefits with consumers (Schau, Muñiz,

& Arnould, 2009) Moreover, the brand community on social media help new

customers stimulate purchase intention by joining and participating in brand clubs andassociates (Algesheimer et al., 2005; McAlexander & Schouten, 1998) In conclusion,

it may be argued that brand community helps value co-creation practices to be moreconvenient and efficient

Customer- brand relationship that customers can create an active relationship withbrand is like building relationship with friends, which means brands are considered ascustomer’s partners (Hudson et al., 2015) A study of individual relationships in

social psychology as well as personality presents the metaphor of brand relationship(Breivik & Thorbjornsen, 2008; Smit et al., 2007) Customers participate in brandrelationships because of benefits from the meanings they gain into their life, not onlypossessing well good brand with its function and utilitarianism but also more

psychological and emotional (Fournier, 1998) Thus, it possibly be claimed that brandrelationship quality interrelated obviously to brand community.

Although many previous researches point out that value co-creation practices have animportant influence on enhancing brand loyal (McAlexander et al., 2002; Muniz &O’Guinn, 2001; Muniz & Schau, 2005; Habibi, Laroche, & Richard 2016), and

demonstrate how value co-creation practices influence brand relationships quality inbrand communities (Luo et al, 2015) However, individual quality of life concept havenot been mentioned while the previous studies present value co-creation practices inbrand community concept, moreover, those have not demonstrated the influence ofvalue co-creation practices on quality of life with the mediating of consumer hope

Therefore, it may be extremely virtual to address the gap recognizing the worth ofconsumer hope for mediating role because of providing insights into customer’s

perceptions as well as feeling in an online brand communities context (Raggio, Walz,Godbole, & Folse, 2014) The purpose of this paper is to examine the impact of valueco-creation practices in online brand community on quality of life by the mediating ofconsumer hope and then it is suggested suitable recommendations The paper is

organized with the next section is literature review based on foundation of previousresearch models tested in the research and followed by the right methodology, nextsections, the data analysis and results, and discussion and implications will be

indicated Finally, the paper rounds off with limitation and direction for future

research and conclusions

Literature review

Brand community

Brand community is defined as a “specialized, non-geographically bound communityand based on a structured set of social relations among admirers of a brand” (Muniz &O’Guinn, 2001, p 412), covering a huge community entire from virtual (Adjei,

Noble,& Noble, 2010) to undersized brand communities (Schouten,McAlexander, &Koenig, 2007) In addition, brand communities are conducive to sharing of benefitsincluding information and experience; enhancing the band values (Muniz& O’Guinn,2001), resulting in “co-creation and negotiation of meaning” (McAlexander et al.,2002) That valuable knowledge make individual connect feeling insights amongmembers intje brand community (Kuo & Feng, 2013) On the other hand, sharedfeatures are representative of communication that maintain meanings and culturalnorms, finally, obligations to society are a felt sense of responsibilities for the

member in community (Kuo & Feng, 2013)

Value co-creation practices and brand relationship quality

The co-creation of member benefits and community potential by variety activitieswithin a brand community is considered as value co-creation practices while members

in brand community create worthy thing for the brand or others in the community(Schau et al., 2009) Furthermore, value co-creation practices is supported favorably

to implement by the platform of social network and make members and other

elements of a brand community obtain a high-context interaction, leading to reinforce

the brand relationship quality brand community (Muniz & O’Guinn, 2001) Moreover,the progressive of value co-creation combination including series of particular

elements, such as “welcoming, empathizing, milestoning, documenting, evangelizing,justifying, customizing, commoditizing and so on”, these are mainly led by four

elements: “social networking, community engagement, impression management andbrand use” (Schau et al., 2009) Thus, another research also demonstrates value co-creation practices has a positively influence on brand relationship quality (Habibi,Laroche, Richard, 2016)

Social networking

Social networking including such practices as “welcoming, empathizing, and

governing” pertains to “creating, maintaining, and cementing ties” among brand

community members” (Schau et al., 2009) In addition, according to social capitaltheory, the social networks and trustworthy relationships, and enhance the

togetherness will be established and strengthened propitiously by frequent

interpersonal interactions (Chang & Chuang, 2011; Lee, Kim, & Kim, 2012; Lee,Xiong, & Hu, 2012), influence positively to the identification with the brand

(Algesheimer et al., 2005) For instance, other authors (Habibi et al.,2014) indicatemany cases welcoming a new member in communities on Facebook, or “like” and

“comment” their stories, and make direct conversations or make friend relationships

on social media, resulting in that the more committed the member is about the rituals

of the community, the more they would like to be involved in value co-creation

practices Therefore, it is hypothesized that

H1: Social networking in brand community related positively to brand relationship quality.

Community engagement

According to the brand community theory (McAlexander et al., 2002; Schau et al.,2009) community engagement is identified as regular activities including

“documenting, badging, milestoning and staking” that consumers share their

important milestone and evolve cohesive personal brand narratives, related to enhancemembers' engagement in the community Furthermore, members collaboratively buildsocial capital, for instance, concentrating on a specific thing of shared interest withindividuals or sharing unique experiences they gained about using the brand (Schau

et al., 2009) Otherwise, consumer’s experiences and knowledge in online brandcommunity are improved significant brand community by sharing photos, videos, andtext-based stories in their brand usage (Habibi et al., 2014; Zaglia, 2013) Therefore,brand relationship quality will be stimulated by these reinforce members’ regularengagement with the brand community So another hypothesis is presented:

H2: Social networking in brand community related positively to brand relationship quality.

Impression management

Next another element of value co-creation practices is impression management

including evangelizing and justifying (Schau et al., 2009) Previous researchers

presents the effort to create a favorable impression on outside of community brandthrough conducting impression management practices of the brand community

members, they are ‘‘activities that have an external, outward focus on creating

desirable impressions of the brand, brand enthusiasts and brand community in thesocial university beyond the brand community’’(Schau et al., 2009) In addition, otherresearch proves impression management is implemented in different ways, sharehelpful items about the brand to be feel a strong sense of connectedness, obligations

to society as well as commitment to the rituals, and obtain participation in impressionmanagement (Habibi et al., 2014) Since members define this community as part oftheir self-identity (Algesheimer et al., 2005), it is every member’s duty to maintainand increase a favorable image of the community among others, leading to affectpositively on brand relationship quality Thus, another hypothesis is proposed that:

H3: Impression management in brand community related positively to brand

relationship quality.

Brand use

The last elements of value co-creation practices is brand use “including customizing,grooming and commoditizing” that the activities that help individuals in brand

communities using effective brand, and enhance others members use brand, related to

“the member’s tendency to help other members with newer, improved and enhancedways to use the focal brand” (Schau et al., 2009) Furthermore, researchers determinethat interpersonal ties in a group are enhanced and the willingness to share

information and resources with other members is increased by shared consciousness,

to provide assistant and to commit to goals identified by the group (Walther, 1996;

Wellman, 1999) There is therefore significant increase in brand relationship quality

in online brand community

H4: Brand use in brand community related positively to brand relationship quality.

Brand relationship quality and consumer hope

Brand relationship quality

“Brand relationship quality is defined as a customer-based indicator of the strengthand depth of the person-brand relationship” (Smit, Bronner, & Tolboom, 2007), andconsumer personality characteristic is projected onto the brands when describing them(Phau and Lau, 2001) Otherwise, brand relationship quality is considered as “thedegree to which the consumer views the brand as a satisfactory partner in an ongoingrelationship” (Algesheimer et al., 2005, p.23) A research indicates that there is

existence of brand-customer relationship since the metaphor of brand relationship isoriginated from interpersonal relationship (Breivik and Thorbjornsen, 2008) Themeanings customers obtain when they participate in brand relationships are functionand utilitarianism; others are more psychological and emotional (Fournier, S., 1998).According to Fournier (1994, 1998a), brand relationship quality is a huge conceptincluding several relationship elements such as “affective and socio-motive

attachments (e.g., love/passion, self-connection, nostalgia, etc.)”

Consumer hope

In terms of hope, it is one of the key cognition that “involve both will (motivation)and way (action plans) components in explaining customers’ online purchase andrepurchase behaviors” (Snyder et al, 1991), “focus on participants’ levels of hope for

successful performance of a particular task or goal” (Snyder, 2000) The relationship

of hope and customer choices have dedicated in some researchers (Poels and Dewitte,2008; Kim et al., 2012) Others have identified there is a positive relationship of hopewith advertising and product evaluation, choice (Macinnis and De Mello, 2005; Poelsand Dewitte, 2008) When and how customers’ perceptions are responded by

consumer hope’s psychological, and converted to a more specific relationship (from acustomer point of view) and performance outcomes (from a brand point of view) bothfor customers and the brand (Syed Muhammad Fazal-e-Hasan; Hormoz Ahmadi;Gary Mortimer; Martin Grimmer; Louise Kelly, 2018) Therefore, it can be said thatconsumer hope is comprehended as consumer belief in gaining many benefits frombrand community and quality products

Brand relationship quality and Consumer hope

Previous research suggests that the positive influence of customers’ perceptions of abrand's value on their motivating level and behavior towards the purchase of the brand(Bowlby, 1977; Bretherton, 1985; Feeney and Noller, 1990), giving to that whencustomers have significant brand relationship quality, they will be motivated by theirconsumer hope for purchase intention Moreover, the brand value co-creation through

“the interactivity, reliability, usability, content quality and the security of the onlinebrand's platform” may be supportive dramatically for online purchase where the mostdigital product without physically ones, perception of brand value (quality) may bebuilt (Chang and Chen, 2009) Likewise, “customer perceived brand value contributes

in terms of promoting the physical and psychological well-being of a customer –

which in turn improves their levels of motivation (will) and the number of alternatives(way) they undertake to attain their purchase-related goals” (Feeney and Noller, 1990;Goldberg, Muir and Kerr, 2013) Therefore, when customers gain many benefits fromonline brand community with brand relationship quality enhanced by every members

of the online community help them pay more attention as well as attaint consumerhope in near future, they are likely to experience hope for continuing positive

relationships between the brand and themselves Thus, it is hypothesized that:

H5: Brand relationship quality in brand community related positively to consumer hope.

Consumer hope and quality of life

Quality of life

In terms of quality of life, it has been admitted that quality of life is the huge conceptapproached in a variety of aspects (Lee et al 2002; Vaez, Kristenson, and Laflamme2004) It can be defined as the overall satisfaction with life (Vaez, Kristenson, andLaflamme 2004) In term of the satisfaction approach for quality of life, there aremany aspects taken into consideration such as relationship quality satisfaction,

consumer satisfaction and job satisfaction, community value satisfaction

Consumer hope and quality of life

The research on the psychology of hope has demonstrated that “hope requires

individuals to employ successful agency (i.e., goal directed energy) and pathways (i.e.,plans to meet the goals)” (Snyder et al., 1991; Rego, Sousa, Marques and Cunha,2014) Another research states that helps individuals achieve goals, create power for

promotion in the life (Snyder et al., 1991) Furthermore, as presented in the above part

of consumer hope, it is available for positive relationship of hope and customer

choices (Poels and Dewitte, 2008; Kim et al., 2012) as well as advertising and productevaluation and choice outcomes (Macinnis and De Mello, 2005; Poels and Dewitte,2008).According to social exchange theory, customers will feel obligated to

reciprocate and commit to a relationship when they benefit from others When therelationship commitment is strong, they tend to trust the organization and feel moresatisfied with what the organization has promised Because consumer hope may berelated to optimism, belief, motivation help members obtain interested value as well

as benefit satisfaction from on brand community, it can be reinforce quality of life.Thus,

H6: Consumer hope in brand community related positively to quality of life.

Figure 1: Proposed research Model

Design and Sample

To examine the proposed research model as well as explain the effect of value createpractices in brand community on quality of life, a survey was implemented for

interested brand communities in Viet Nam However, in order to improve

respondent’s quality and customers’ focus on their choice of brands, the research wasdesigned a screening question was to exclude respondents having not ever followedany brand community, and a multiple choice for the most usually followed brandcommunity

First of all, qualitative research were carried out in-depth interviews on one-to-onebasic with fifteen respondents for ensuring that were applicable for Viet Nam context

in spite of the available mention of measures in the literature, leading to uncoverunderlying motivation, prejudices, and attitudes of respondents as well as allow morein-depth probing of an issue that is raised for more information Next step was

quantitative research, this study was used key method that was online survey designed

in Google form to access respondents via e-mail or an individual message by socialnetwork with introducing the objectives of the study and an embedded link to thesurvey

The research was designed for the sample size about 250 respondents in online brandcommunities such as Apple brand community for Iphone fans, Channel brand

community for perfume fans, 38 Degree flowers brand community for flower fan andSamSung brand community for the fans of Galaxy lines The suitable reason for

choosing those was the results of the qualitative research showed that most membershad responses about the popularity of them as the most usually followed brand

communities Then, the data was cleaned and remained 239 usable ones In

particularly, the detail infographic was showed in the following table

Table 1: The profile of respondents in the study

Age (in years)

In addition, seven-point likert-type scale, anchored by 1 (strongly disagree) and 7(strongly agree) was used for all items in this study Otherwise, independent variablesare social network practices, community engagement practices, impression

management practices and brand use practices, and mediators is brand relationshipquality, consumer hope, and dependent variable is quality of life

Data analysis and results

Testing the measurement model

Scale reliability and factor analysis: The first step of reliability and factor analysiswas cronbach’s alpha analysis by SPSS 16 software with the proposed values of 0.6(Cronbach, 1970) for each construct Particularly, all the Cronbach’ alpha value of thefactors exceeds proposed values in the following table

Table 2: Cronbach’s Alpha for all constructs

(Steenkamp & van Trijp, 1991) As presented in the following output, the followingfactors achieved the given condition with factor loading over 0.5

Table 3: Pattern Matrix in EFA analysis

Then, confirmatory factor analysis was implemented by Amos 20 software in order tomeasure model fit The final CFA model received an acceptable fit to the data withthe results exceed proposed values because of Chi-square/df = 1.341 (< 3); p-value

= 000 (<0.05); GFI = 900 (<0.9); CFI = 949(<0.9); TLI = 940 (<0.9) and RMSEA

5, this explained the individual measured items were represented by only one talentconstruct

Table 4: Standardized CFA loadings of items

Standardized CFA Loadings CR AVE Impression_Management .801 404

It is important for members to show why they love this brand 691

Members of this brand community actively engage in discussions to

justify their affinity towards this brand .672

It is important for members of this brand community to create a

favorable impression of this brand for other members .601

Members of this brand community positively compare this brand with

Members of this brand community share good news about this brand

Members of this brand community actively encourage others to adopt

Quality of life .870 692

I have gotten the important things I want in life 764

Consumer Hope .771 533

I hope that the brand I purchased online will benefit me 848

I hope the brand I purchased online will help me pursue my goals .702

I hope the brand I purchased online leads to my success 623

Brand Use .723 396 Members of this brand community share their experiences about their

successful and UN-successful attempts at customizing its products .626

Members share their market knowledge to enhance the usage of the

Caring for the brand is a value in the brand community 608

Members of this brand community are concerned with the optimal uses

Brand Relationship Quality .725 471 This brand says a lot about the kind of person I am 789

This brand's image and my self-image are similar in many respects .655

This brand plays an important role in my life .600

Social_Network .676 417 This brand community emotionally supports its members when they

There are many pages on social media that are devoted to a specific

Seminal experiences with the brand are highly valued in the brand

Table 5: Correlations of items

Testing the hypothesis model

This step was measured by Amos 20 software The structural equation modelling

results indicated that the theoretical model had a good fit to the data thanks to square/df = 1.339 (<3), p-value = 0.000(< 0.05), CFI =0.948 (> 0.9), TLI = 0.940 (>0.9), and RMSEA = 0.038(<0.05) (Bentler, 1990) However, there was two

Chi-hypotheses H1 and H2 were unsupported because of the p-value of both were lowerthan proposed value (0.05) The remained ones were supported with p-value < 0.05

Table 6: Regression Weights in SEM analysis

Estimate S.E C.R P

Brand_Relationship_Quality < -H3 Impression_Management 181 086 2.097 036 Accepted

Brand_Relationship_Quality < -H4 Brand_Use 249 102 2.452 014 Accepted

Brand_Relationship_Quality < -H1 Social_Network 104 084 1.229 219 Rejected

Brand_Relationship_Quality < -H2 Community_Engagement 015 114 129 897 Rejected

Consumer_Hope < -H5 Brand_Relationship_Quality 494 108 4.562 *** Accepted

Quality_of_Life < -H6 Consumer_Hope 436 089 4.918 *** Accepted

Hypothesis H1, H2, H3, H4 presented the effects of value co-creation practices in thebrand community on brand relationship quality based on social media Specially, theeffects of social network and community engagement on brand relationship quality(H1 and H2) are unsupported with p-value of 219 and 897 respectively (>0.05)

(Bentler, 1990) On the other hand, the effects of impression management and branduse (H3 and H4) on brand relationship quality are significant and supported becausethe both had p-value of 036 and 014 respectively (Bentler, 1990) As respected,

brand relationship quality had significantly positive influences on consumer hope (H5)

and consumer hope had also significantly positive influences on quality of life (H6)with both p-values of 0.00 (Bentler, 1990).

Discuss and implications

According to the output results of SEM model, it can be said that the existence ofrelationship between two elements of value co-creation practices in online brandcommunity including impression management, brand use and brand relationshipquality as well as the presence of the relationship in series from brand relationshipquality to consumer hope and then quality of life Specifically, brand relationshipquality has remarkable influence on consumer hope and then consumer hope hasessential effect on quality of life

Contrary to expectations, the effect of social networking and community engagement

on brand relationship quality (H1) is not significant In order to discover some

possible explanations for this finding, a qualitative research was conducted withconsumers who are using popular brands such as Apple brand community for Iphonefans, Channel brand community for perfume fans, 38 Degree flowers brand

community for flower fans and SamSung brand community for the fans of Galaxylines In particular, the selection for interviewees was implemented with

representatives of each above brand communities, they actually desire, interested inthe their brand so much as well as follow their brand community regular most Thequalitative research found the insights of their opinion with the detail question “What

is your opinion about the enhancing influence of the following factors on brand

relationship quality?”

Table 7: A again qualitative survey report

Respondents The most usually followed brand

community

Social networking Community engagement management Impression Brand use

Respondent 1

( Gender: Female; Age: 30;

Education: Master; Income: > 30

million)

Channel brand community for perfume fans

(how long: 3-5 years)

Not sure because I see that social network has many advertising posts.

No, I have engaging with community but not show my personality.

Yes, I am interested in the feature scent that I choose, scent show my personality.

Yes, I consider it as a necessary partner, I use it everyday and Channel has been by me for 3 years.

Respondent 2

( Gender: Male; Age: 26;

Education: Bachelor; Income:10-20

million)

Sam Sung brand community for the fans

of Galaxy lines (how long: 3-5 years)

No, because I am

on social network

in order to chat my friends there.

Not sure, I see that members share their experiences about brand but I follow regularly to update new market trends.

Yes, my personality is pay more attention about technology so that I always like share every about unique technology of Galaxy lines.

Sure, I use this smart phone everyday so I away take care about effective use and loading favour apps.

Respondent 3

( Gender: Female; Age: 27;

Education: Bachelor; Income:10-20

million)

38 Degree Flowers brand community for flower fans

(how long: 1-3 years)

No, because the posts in social network may not be true.

May be no, I engage there in order to read news and lovely flower stories.

Yes, I love flowers and dreamlike beauty I want to be similar with petal: beautiful, delicate, bright.

Yes, I collect flowers every week When I sad, looking at favour flowers makes me more positive and enjoy my life.

Respondent 4

( Gender: Male; Age: 32;

Education: Bachelor; Income:

20-30 million)

Apple brand community for Iphone fans (how long: 3-5 years)

No, because I do not believe in social network, I deem it is a virtual world for funny activities.

Not too much, I almost read news and share new Iphone products.

May be yes, I see members share unique features : smart, creative, dynamic, lively, individuality.

My personality is similar like that.

May be yes, This smart phone stands by me everywhere, every time It helps my life become easily and convenient.

So I pay more attention about effective use, especially, smart apps on Apple apps store.

In general, it can be seen in above responses that there are some quite suitable reasonfor explanation of output SEM results.

Firstly, social network may be considered as a entertainment space, “virtual world”for enjoying with friends There is no denying that social network make everyonecloser with remarkable interaction, however, members in online brand communitydeem that post there may not be true or for advertising so that they rarely share theirpersonality As an results, social network has not impact on brand relationship quality

An author indicates that many comments are namelessly published for online sales,also reduces the credibility of information in the background of social network

(Wellman, 1997) Secondly, community engagement has no effect with brand

relationship quality because that members in online brand communities engage theircommunity for finding new market trends, technology as well as knowledge, but notinterested in displaying their characteristics

Nevertheless, according to the table 6, members in online brand community may becuriously about impression management practices and brand use practices, and theboth is considered that has significant influences on brand relationship quality owing

to impression management and brand use bring pleasure to them Specifically, theymay have concentration on unique features of brand they prefer due to the observablesimilarity of their personality such as be favourite technology, scent and delicate,leading to enhance brand relationship quality Additional, they may also concern

brand as a partner when they use it everyday as it may be deemed as their friends, andmake their life better and enjoying

For reality, several implications have arisen from the results of this research First,individuals should aware that brand they are using everyday and online brand

community they are following everyday have remarkable effect on their quality of life.Because this is a process from value co-creation practices including impression

management and brand use to building continuously the similarity of brand featuresand their personality, leading to stimulate consumer hope and then quality of life And

by extension, if anyone have a feeling about a boring life and want to improve theirquality of life, one of aspects they should consider is to change brands they are using

as well as revive value co-creation practices in followed brand communities, the

followed community should be right one with their personality, these will make theirlife become much more interesting Second, in terms of business cooperation,

Cooperate Social Responsibility (CSR) is taken in substantial consideration in recentyears because of large cost in order to build value for social and improve quality oflife Nonetheless, building brand community with the value co-creation practices inbrand communities, businesses will gain the potential consequences due to vast reach,low cost and popularity of social media, many businesses almost blindly take theseadvantages to optimize CSR cost The findings of the study help CEO have moreinsights into value co-co-creation practices for social as well as share helpful

knowledge Hence, this can be a efficient solution for the CSR problem of

cooperation by building harmonious brand community based on social media