The growth in luxury consumption has fuelled interest in understanding consumer
perceptions of luxury brands, particularly with the escalation of social media usage. This …

The exponential growth of online brand communities has created a platform where
empowered consumers can share knowledge and experiences and participate in …

Purpose This paper aims to provide a better understanding of negative consumer–brand
relationships in social-media-based anti-brand communities from a consumer culture theory …

Profitable and dynamic, the cosmetics industry strives to conform to the environmental ideals
and practices of the 21st century. For years, NGOs, the media, and consumers have accused …

Despite that social capital is widely used to explain social interactions and networking on
social media, there is no consensus on the measurement of social capital, and successful …

This study aims to investigate how social capital can promote customer value co-creation
behavior in Online Brand Communities (OBCs). It further explores the mediating role of …

Users' value co-creation behaviors contribute to the prosperity of brand communities as well
as brand performance. This article aims to answer a basic question: are brand community …

The purposes of this study are to integrate organizational social capital theory and consumer
happiness in a prior brand identification model and test the antecedents and consequences …

Purpose Recent years have witnessed the increasingly fierce competition amongst
smartphone brands. Hence, smartphone firms urge to prevent current consumers from …

To highlight the importance of intellectual property, the authors first introduce an integrated
moderated mediation model to explore the relationships between intellectual capital …