NDLI: Impact of customer citizenship behavior on corporate brand experience

Content Provider	IEEE Xplore Digital Library
Author	Bakar Sedek Abdul Jamak, A. Shamim, A. Ghazali, Z.
Copyright Year	2015
Description	Author affiliation: Dept. of Manage. & Humanities, Univ. Teknol. PETRONAS, Bandar Seri Iskandar, Malaysia (Bakar Sedek Abdul Jamak, A.; Shamim, A.; Ghazali, Z.)
Abstract	The aim this paper is to investigate the impact of customer citizenship behavior on corporate brand experience in hypermarkets. The data were collected from 711 respondents of four hypermarkets located in five different states of Malaysia. Covariance-Based Structural Equation Modeling was used for the data analysis. Three dimensions of customer citizenship behavior namely helping behavior, feedback and tolerance were regressed on corporate brand experience. Findings reveal that customers' helping behavior and tolerance behavior has positive impact on corporate brand experience while customers' feedback has insignificant impact on corporate brand experience. This research is unique in its investigation as corporate brand experience as consequence of customer citizenship behavior has not been investigated in the past literature.
Starting Page	193
Ending Page	196
File Size	411673
Page Count	4
File Format	PDF
e-ISBN	9781479917235
DOI	10.1109/ISTMET.2015.7359027
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2015-08-25
Publisher Place	Malaysia
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Analytical models Consumer behavior Computational modeling Brand experience Hypermarkets Citizenship behavior Data models Malaysia Mathematical model Reliability Indexes Business
Content Type	Text
Resource Type	Article

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1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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