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| Innovation within Online brand Community: Activities, Antecedents and Effects |
| WANG Xiaochuan,CHEN Rongqiu,JIANG Yi |
| 1. Huazhong University of Science & Technology, Wuhan, China;
2. China University of Geosciences, Wuhan, China |
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Abstract Taking brand identification and community identification as the psychological antecedents of innovative activities, and innovative performance as the effects of behavior, we apply Partial Least Squares (PLS) Path Modeling to analyzing the relationship between identifications, public and nonpublic innovative activities and innovative performance within OBC. It is proved that brand identification and community identification both has positive impacts on innovative activities; innovative activities mediate completely between identifications and OBC innovative performance; public innovative activities enhance innovative performance while nonpublic activities may have negative impacts on performance.
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Received: 20 September 2012
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2014, Vol. 11 
