Customer Citizenship Behavior (CCB): the role of brand experience and brand community commitment among automobile online brand community in Malaysia

• Main Authors: Mohd Sidik, Siti Noor Aishah, Shaari, Hasnizam
• Format: Article
• Language: English
• Published: Universiti Tun Hussein Onn Malaysia 2017
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/26038/1/JTMB%2004%2002%202017%2050%2064.pdf; http://repo.uum.edu.my/26038/; http://penerbit.uthm.edu.my/ojs/index.php/jtmb/article/view/1774

This paper aims to examine the relationship of brand experience and brand community commitment on customer citizenship behaviour (CCB), as well as the mediating effect of brand community commitment in the relationship between brand experience and customer citizenship behaviour. Data were collected...