Customer citizenship behaviour (CCB) among automobile online brand communities in Malaysia

• Main Author: Siti Noor Aishah, Mohd Sidik
• Format: Thesis
• Language: English; English
• Published: 2019
• Subjects: HF5415.33 Consumer Behavior.
• Online Access: https://etd.uum.edu.my/8064/1/s900514.01.pdf; https://etd.uum.edu.my/8064/2/s900514.02.pdf; https://etd.uum.edu.my/8064/

Customer citizenship behaviour is important to companies because it helps to improve products and services indirectly. Hence, this study aims to examine the influence of brand identification, brand experience, brand trust, brand love, and brand community commitment on customer citizenship behaviour with the mediating role of brand community commitment. A research framework was established based on existing literature to test the relationship among these variables. Social Exchange Theory and Brand Resonance Model was employed to explain the relationship between the studied variables. In order to empirically test the research framework of the study, data were collected by employing online survey. A total 386 respondent’s form automobile online brand community were selected using systematic random sampling. The data collected was analysed using Partial Least Square Structural Equation Modelling (PLS-SEM). The empirical result revealed that brand identification, brand trust, brand love, and brand community commitment influenced customer citizenship behaviour. However, this study does not find any significant relationship between brand experience and customer citizenship behaviour. In addition, it was also found that brand community commitment mediates the relationship between brand identification, brand experience, brand trust, and brand love with customer citizenship behaviour. The results provide insight for marketing managers to strengthen relationship between customers and brands. This finding also suggested members of brand community who are committed to a brand community will contribute to the customer citizenship behaviour. Given the importance of customer citizenship behaviour in the online context, this study provides scholars and practitioners with suggestions and recommendations on how customer citizenship behaviours can be encouraged among automobile online brand communities.