...Li-Chun Hsu Purpose This study explores the creation of online brand relationships from the personal, social and brand perspectives of social media and its influence on the community citizenship behavior to establish an integrative model. With social identity theory (SIT) and the theory...

... apparel industry. Therefore, this study aims to fulfil this gap by proposing an integrated framework applying the theory of planned behaviour (TPB), optimal distinctiveness theory, and social identity theory to examine the factors that affect Gen-Y consumers’ attitude and purchase intention towards...