Main Article Content
This study aims to explore: 1) the impact of different customer experience values on community loyalty and brand loyalty in virtual brand community, and 2) its implication on
the private universities of Thailand in constructing brand loyalty for Chinese students. This is a quantitative research. The employed instrument was a questionnaire. The research sample
consisted of 538 Chinese students from different private universities in Bangkok, obtained by multi-stage random sampling technique. Path analysis was employed as the hypothesis testing. The structural equation modeling (SEM) was used to test the brand loyalty model in virtual community. The results showed that: 1) in virtual brand community, community loyalty was positively influenced by practical value, social value, but negatively influenced by entertainment value; and 2) brand loyalty was positively influenced by practical value, social value, and entertainment value and community loyalty had positive influence on brand value.
I and co-author(s) certify that articles of this proposal had not yet been published and is not in the process of publication in journals or other published sources. I and co-author accept the rules of the manuscript consideration. Both agree that the editors have the right to consider and make recommendations to the appropriate source. With this rights offering articles that have been published to Panyapiwat Institute of Management. If there is a claim of copyright infringement on the part of the text or graphics that appear in the article. I and co-author(s) agree on sole responsibility.
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