Investigating the effects of customer-based brand equity on turnover intentions with mediating effect of customer citizenship behavior

• Main Authors: Raza, Mohsin, Salleh, Salniza, Tariq, Beenish, Altayyar, Raed Saud, Shaari, Hasnizam
• Format: Article
• Language: English
• Published: Growing Science Ltd. 2020
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/26819/1/MSL%2010%202020%20279%20286.pdf; http://repo.uum.edu.my/26819/; http://doi.org/10.5267/j.msl.2019.9.004

This study addresses the issue of rising turnover intention in Pakistan’s aviation industry and provides a theoretical foundation for lowering the turnover intention with the help of consumer citizenship behavior (CCB) and consumer-based brand equity by using the S-O-R theory. The data is collected...