Online brand community climate, psychological capital, and customer value cocreation

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Jianbin Zhao
Jianrong Tao
Guobao Xiong
Cite this article:  Zhao, J., Tao, J., & Xiong, G. (2019). Online brand community climate, psychological capital, and customer value cocreation. Social Behavior and Personality: An international journal, 47(3), e7649.


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Following social exchange and broaden-and-build theories, we built a research model of supportive, justice, and ethical climates of an online brand community (OBC), taking into account psychological capital and customer value cocreation. We conducted a survey with members of the Huawei HuaFans Club, and used a structural equation method to test the reliability and validity of the model. We found that supportive, justice, and ethical climates are valuable to OBC customers. Results showed that supportive and justice climates positively influenced psychological capital, but the influence of ethical climate was nonsignificant. In addition, psychological capital mediated the relationship between OBC supportive and justice climates only and customer value cocreation. Our findings contribute to researchers’ and managers’ understanding of the effect of OBC climate on customer value cocreation.

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