Cyber Citizen Brand community Capabilities the impact modeling on media manufacturing organizations brand performance promote

The aim of this paper is to provide a model for brand community impact on brand performance in the media products producer organizations. The study population is Sony's society that is consisted of two groups: online customers of Sony's brand and managers, marketers and sellers of Sony products. The sample size for two groups in the absence of accurate statistics according to Cochran is 384 people that were selected by simple random sampling. Research tools for online customers of Sony's brand is online brand community, Inventory and research tools for managers, marketers and sellers of Sony products are brand performance and openness questionnaire . To validate the assessment tool was used lisrel software and then The Cronbach's alpha was used to ratability. Hypothesis tested by PLS structural software. The results showed a online brand community powerful influence on brand performance four elements and also the results showed that online brand community impact the mediation role of openness brand on brand performance was confirmed. This study developed a unique model of a brand community impact process on brand performance. Openness brand as a bridge and get feedback, on the other hand, openness brand can effect on the relationship between the brand community and brand performance.