Developing Brand Resonance Based on the Value of Customer Relationships and Virtual Co-creation in the Context of the Mobile Phone Network service Providers: ABC Company Limited

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Dolaya Chaturongakul
Rapepun Piriyakul
Chuta Thianthai


The purpose of this research is to study on the influence of customer relationship level and engagement in virtual brand community through the emotional value from internal and external factors. This study is a quantitative research. The survey was conducted by using 506 questionnaires to sampling of the representatives of ABC’s clients who also members of ABC’s virtual community ( fan-pages).

The research result revealed that the overall average means score of studied factors namely; the customer relationship value, emotional extrinsic value, virtual co-creation value and emotional Intrinsic value were 2.236,1.963,1.949 and 1.870 respectively.

Casual model data analysis results showed that the virtual co-creation participation and the customer relationship value influenced on brand resonance. The virtual co-creation participation had direct influence on the level of emotional perception which was internal factor as the mediator, while the customer relationship value had indirect influence on the same variable. The output has also extracted two serial mediators of the resonance branding model in the context of the Thai virtual co-creation fan-page society in Thailand.


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Chaturongakul, D., Piriyakul, R., & Thianthai, C. (2020). Developing Brand Resonance Based on the Value of Customer Relationships and Virtual Co-creation in the Context of the Mobile Phone Network service Providers: ABC Company Limited. Ph.D. In Social Sciences Journal, 10(1), 197–210. Retrieved from
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