Chen, Longshan; Yuan, Leping; Zhu, Zhangxiang - In: Asia Pacific Journal of Marketing and Logistics 34 (2021) 10, pp. 2033-2051
Purpose: This study aims to explore the value co-creation for developing cultural and creative virtual brand communities (CCVBCs) by developing a conceptual framework based on the stimulus-organism-response framework, social cognition theory (SCT) and social exchange theory (SET)....