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Keywords: Social capital
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Journal Articles
Journal of Product & Brand Management (2025) 34 (5): 634–647.
Published: 23 April 2025
...Jiangle Zhang; Liqin Yu; Zhimin Zhou Purpose This study aims to explore the impact of the humor climate in online brand communities on consumer engagement behavior, as well as the roles played by social capital, value heterogeneity and information heterogeneity in this process. Design...
Journal Articles
Journal of Product & Brand Management (2022) 31 (6): 984–1001.
Published: 03 March 2022
... luxury consumption behavior. Additionally, the moderating effects of COVID-19 anxiety and social capital on the relationship between bandwagon luxury consumption behavior and subjective well-being and intention to purchase luxury brands are tested. Design/methodology/approach Survey responses from...
Journal Articles
Journal of Product & Brand Management (2022) 31 (5): 808–822.
Published: 07 December 2021
...Zhimin Zhou; Rixiang Wang; Ge Zhan Purpose This study aims to investigate the role of multidimensional social capital and consumer subjective well-being in online brand communities (OBCs). The aim was to provide practical guidance to global brand marketers for cultivating and strengthening OBC...
