Yang, Shuang; Cai, Jian; Tu, Hongwei - In: Marketing Intelligence & Planning 39 (2021) 7, pp. 909-923
Purpose: This study examines the effects of the online brand community's (OBC) humor climate on the value cocreation (VCC) behavior of consumers using the affective events theory. It also evaluates the serial mediating roles of positive emotions and brand engagement and the moderating effect of...