Limitations and research opportunities

There are a number of limitations and suggestions pertain to this study: First, its

main focus is on non profit-making community. With respect to this, future testing may expands the subject of study to different non profit-making community. Second, this article focuses on the relationship between brand equity and nonprofit-making communities. Therefore future researches can focus on profit communities compared with nonprofit-making communities. Third, future researches can also work on nonprofit-making communities. Lastly, future researches are encouraged to use mediation or interference to test other results so as to complete brand community construct.

Aaker, D. A. (1991). Managing brand equity: Free Press New York.

Aggarwal, P. (2004). The effects of brand relationship norms on consumer attitudes and behavior. Journal of Consumer Research, 31(1), 87-101.

Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19-34.

Amine, A. (1998). Consumers' true brand loyalty: the central role of commitment. Journal of strategic marketing, 6(4), 305-319.

Andersen, P. H. (2005). Relationship marketing and brand involvement of professionals through web-enhanced brand communities: the case of Coloplast. Industrial Marketing Management, 34(1), 39-51.

Armstrong, A., & Hagel III, J. (1996). The real value of online communities. Harvard business review, 74(3), 134-141.

Bagozzi, R. P., & Dholakia, U. M. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 23(1), 45-61.

Beatty, S. E., & Kahle, L. R. (1988). Alternative hierarchies of the attitude-behavior relationship: the impact of brand commitment and habit. Journal of the Academy of Marketing Science, 16(2), 1-10.

Bergami, M., & Bagozzi, R. P. (2000). Self‐categorization, affective commitment and group self‐esteem as distinct aspects of social identity in the organization. British Journal of Social Psychology, 39(4), 555-577.

Brady, M. K., & Cronin Jr, J. J. (2001). Some new thoughts on conceptualizing perceived service quality: a hierarchical approach. The Journal of Marketing, 34-49.

Bronn, P. S., & Vrioni, A. B. (2001). Corporate social responsibility and cause-related marketing: an overview. International Journal of Advertising, 20(2), 207-222.

branding and the revival of brand meaning. Journal of Marketing, 67(3), 19-33.

Carlson, B. D., Suter, T. A., & Brown, T. J. (2008). Social versus psychological brand community: The role of psychological sense of brand community. Journal of Business Research, 61(4), 284-291.

Cialdini, R. B., & Goldstein, N. J. (2004). Social influence: Compliance and conformity.

Annu. Rev. Psychol., 55, 591-621.

Cova, B. (1997). Community and consumption: Towards a definition of the “linking value”

of product or services. European Journal of Marketing, 31(3/4), 297-316.

Cova, B., Pace, S., & Park, D. J. (2007). Global brand communities across borders: the Warhammer case. International Marketing Review, 24(3), 313-329.

Devasagayam, P. R., & Heuvel, D. (2004). GeoFree BrandComms: Building brand communities using blogs. Paper presented at the 38th Academy of Marketing [UK]

Conference, University of Gloucestershire Business School, Cheltenham,England.

Donath, J. S. (1999). Identity and deception in the virtual community. Communities in cyberspace, 27.

Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships. The Journal of Marketing, 51(2), 11-27.

Ellemers, N., Kortekaas, P., & Ouwerkerk, J. W. (1999). Self categorisation, commitment to the group and group self esteem as related but distinct aspects of social identity.

European Journal of Social Psychology, 29(2/3), 371-389.

Escalas, J. E., & Bettman, J. R. (2003). You are what they eat: The influence of reference groups on consumers' connections to brands. Journal of Consumer Psychology, 13(3), 339-348.

Ewing, M. T., & Napoli, J. (2005). Developing and validating a multidimensional nonprofit brand orientation scale. Journal of Business Research, 58(6), 841-853.

Flavián, C., & Guinalíu, M. (2005). The influence of virtual communities on distribution strategies in the internet. International Journal of Retail & Distribution Management, 33(6), 405-425.

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.

Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-373.

Fournier, S., & Lee, L. (2009). Getting Brand Communities Right. Harvard Business Review (Chinese version), 33, 92-101.

Fullerton, G. (2005). The impact of brand commitment on loyalty to retail service brands.

Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 22(2), 97-110.

Greenwald, A. G., & Leavitt, C. (1984). Audience involvement in advertising: Four levels.

Journal of Consumer research, 581-592.

Groves, R. M., Singer, E., & Corning, A. (2000). Leverage-saliency theory of survey participation: description and an illustration. The Public Opinion Quarterly, 64(3), 299-308.

Gundlach, G. T., Achrol, R. S., & Mentzer, J. T. (1995). The structure of commitment in exchange. The Journal of Marketing, 59(1), 78-92.

Hassay, D. N., & Peloza, J. (2009). Building the charity brand community. Journal of Nonprofit & Public Sector Marketing, 21(1), 24-55.

Heitmann, M., Prykop, C., & Aschmoneit, P. (2004). Using means-end chains to build mobile brand communities. Paper presented at the Hawaii International Conference on System Sciences, Hawaii.

Hoeffler, S., & Keller, K. L. (2002). Building brand equity through corporate societal

Hsu, S. L., & Liao, Y. C. (2007). Antecedents of group-related and brand-related behavior of participants in web-based brand communities. Paper presented at the International Conference on Business and Information, Tokyo.

Jansen, B. J., Zhang, M., Sobel, K., & Chowdury, A. (2009). Twitter power: Tweets as electronic word of mouth. Journal of the American society for information science and technology, 60(11), 2169-2188.

Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 57(1), 1-22.

Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595-600.

Martin, C. L. (1998). Relationship marketing: a high-involvement product attribute approach.

Journal of product & brand management, 7(1), 6-26.

Mathwick, C., Wiertz, C., & De Ruyter, K. (2008). Social capital production in a virtual P3 community. Journal of Consumer Research, 34(6), 832-849.

McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building brand community.

Journal of Marketing, 66(1), 38-54.

McMillan, D. W., & Chavis, D. M. (1986). Sense of community: A definition and theory.

Journal of community psychology, 14(1), 6-23.

Mittal, B. (1989). A theoretical analysis of two recent measures of involvement. Advances in Consumer Research, 16(1), 697-702.

Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing.

The Journal of Marketing, 58(3), 20-38.

Morris, R. J., & Martin, C. L. (2000). Beanie Babies: a case study in the engineering of a high-involvement/relationship-prone brand. Journal of product & brand management, 9(2), 78-98.

27(4), 412-432.

Muniz Jr, A. M., & Schau, H. J. (2005). Religiosity in the abandoned Apple Newton brand community. Journal of Consumer Research, 31(4), 737-747.

Nambisan, S., & Baron, R. A. (2007). Interactions in virtual customer environments:

Implications for product support and customer relationship management. Journal of Interactive Marketing, 21(2), 42-62.

Nambisan, S., & Baron, R. A. (2009). Virtual Customer Environments: Testing a Model of Voluntary Participation in Value Co‐creation Activities. Journal of Product Innovation Management, 26(4), 388-406.

Ouwersloot, H., & Odekerken-Schroder, G. (2008). Who's who in brand communities-and why? European Journal of Marketing, 42(5/6), 571-585.

Piskorski, M. J. (2011). Social strategy that work Harvard Business Review (Chinese version), 63, 60-67.

Ramaseshan, B., & Tsao, H. Y. (2007). Moderating effects of the brand concept on the relationship between brand personality and perceived quality. Journal of Brand Management, 14(6), 458-466.

Ramaswamy, V., & Gouillart, F. (2010). The Power of Co-creation: Build It with Them to Boost Growth, Productivity, and Profits: Free Pr.

Rauyruen, P., & Miller, K. E. (2007). Relationship quality as a predictor of B2B customer loyalty. Journal of Business Research, 60(1), 21-31.

Rheingold, H. (2000). The virtual community: Citeseer.

Schau, H. J., Muniz Jr, A. M., & Arnould, E. J. (2009). How brand community practices create value. Journal of Marketing, 73(5), 30-51.

Sicilia, M., & Palazón, M. (2008). Brand communities on the internet: A case study of Coca-Cola's Spanish virtual community. Corporate Communications: An

Stockdale, R., & Borovicka, M. (2006). Developing an online business community: A travel industry case study. Paper presented at the Proceedings of the 39th Annual Hawaii International Conference on System Sciences

Van Riel, A. C. R., Pahud de Mortanges, C., & Streukens, S. (2005). Marketing antecedents of industrial brand equity: An empirical investigation in specialty chemicals.

Industrial Marketing Management, 34(8), 841-847.

Webster Jr, F. E. (1975). Determining the characteristics of the socially conscious consumer.

Journal of Consumer research, 188-196.

Wellman, B., Salaff, J., Dimitrova, D., Garton, L., Gulia, M., & Haythornthwaite, C. (1996).

Computer networks as social networks: Collaborative work, telework, and virtual community. Annual review of sociology, 22(1), 213-238.

Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.

Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of consumer research, 341-352.