• ระพีพรรณ พิริยะกุล คณะวิทยาศาสตร์ มหาวิทยาลัยรามคำแหง
  • ดลยา จาตุรงคกุล สาขาการตลาด คณะบริหารธุรกิจ มหาวิทยาลัยเทคโนโลยีราชมงคลธัญบุรี


Brand Equity, Virtual Community, BAV, BRANDZ and Brand Resonance Model


Brand Equity is a topic that has been of increasing interest to practice and academic in recent decades. In this context, a widely discussed means of achieving Brand Equity is to retain the customer and Branding. In particular, the Brand Equity in the virtual community has received attention in the recent study, since customer (consumer) are often connected via social media. However, the literature does not provide a full account of the variety and detail in Brand Equity models. This paper addresses these issues by defining the concept of Brand Equity, providing the detailed of models : BAV, BRANDZ and Brand Resonance Model.


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How to Cite

พิริยะกุล ร., & จาตุรงคกุล ด. (2018). LEVERAGING VIRTUAL COMMUNITIES TO ENHANCE BRAND EQUITY. Academic Journal Phranakhon Rajabhat University, 9(2), 363–378. Retrieved from https://so01.tci-thaijo.org/index.php/AJPU/article/view/145250



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