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

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

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...

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Main Author: Siti Noor Aishah, Mohd Sidik
Format: Thesis
Language:eng
eng
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
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id my-uum-etd.8064
record_format uketd_dc
institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
advisor Shaari, Hasnizam
Adam, Mohamad Zainol Abidin
topic HF5415.33 Consumer Behavior.
spellingShingle HF5415.33 Consumer Behavior.
Siti Noor Aishah, Mohd Sidik
Customer citizenship behaviour (CCB) among automobile online brand communities in Malaysia
description 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.
format Thesis
qualification_name Ph.D.
qualification_level Doctorate
author Siti Noor Aishah, Mohd Sidik
author_facet Siti Noor Aishah, Mohd Sidik
author_sort Siti Noor Aishah, Mohd Sidik
title Customer citizenship behaviour (CCB) among automobile online brand communities in Malaysia
title_short Customer citizenship behaviour (CCB) among automobile online brand communities in Malaysia
title_full Customer citizenship behaviour (CCB) among automobile online brand communities in Malaysia
title_fullStr Customer citizenship behaviour (CCB) among automobile online brand communities in Malaysia
title_full_unstemmed Customer citizenship behaviour (CCB) among automobile online brand communities in Malaysia
title_sort customer citizenship behaviour (ccb) among automobile online brand communities in malaysia
granting_institution Universiti Utara Malaysia
granting_department School of Business Management
publishDate 2019
url https://etd.uum.edu.my/8064/1/s900514.01.pdf
https://etd.uum.edu.my/8064/2/s900514.02.pdf
_version_ 1747828315491663872
spelling my-uum-etd.80642022-04-13T02:54:32Z Customer citizenship behaviour (CCB) among automobile online brand communities in Malaysia 2019 Siti Noor Aishah, Mohd Sidik Shaari, Hasnizam Adam, Mohamad Zainol Abidin School of Business Management School of Business Management HF5415.33 Consumer Behavior. 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. 2019 Thesis https://etd.uum.edu.my/8064/ https://etd.uum.edu.my/8064/1/s900514.01.pdf text eng public https://etd.uum.edu.my/8064/2/s900514.02.pdf text eng public Ph.D. doctoral Universiti Utara Malaysia Adetunji, R. R., Rashid, S. M., & Ishak, M. S. (2018). Social Media Marketing Communication and Consumer-Based Brand Equity: An Account of Automotive Brands in Malaysia. Malaysian Journal of Communication, 34(1). Adetunji, R. R., Sabrina, M. R., & Sobhi, I. M. (2017). User-generated contents in Facebook, functional and hedonic brand image and purchase intention. 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