Impact of customer citizenship behavior on corporate brand experience

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 t...

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Main Authors: Abdul Jamak, A.B.S., Shamim, A., Ghazali, Z.
Format: Conference or Workshop Item
Institution: Universiti Teknologi Petronas
Record Id / ISBN-0: utp-eprints.26172 /
Published: Institute of Electrical and Electronics Engineers Inc. 2015
Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-84962256718&doi=10.1109%2fISTMET.2015.7359027&partnerID=40&md5=87f1c3ce49d8859823809b3a173071cb
http://eprints.utp.edu.my/26172/
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id utp-eprints.26172
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spelling utp-eprints.261722021-08-30T08:53:36Z Impact of customer citizenship behavior on corporate brand experience Abdul Jamak, A.B.S. Shamim, A. Ghazali, Z. 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. © 2015 IEEE. Institute of Electrical and Electronics Engineers Inc. 2015 Conference or Workshop Item NonPeerReviewed https://www.scopus.com/inward/record.uri?eid=2-s2.0-84962256718&doi=10.1109%2fISTMET.2015.7359027&partnerID=40&md5=87f1c3ce49d8859823809b3a173071cb Abdul Jamak, A.B.S. and Shamim, A. and Ghazali, Z. (2015) Impact of customer citizenship behavior on corporate brand experience. In: UNSPECIFIED. http://eprints.utp.edu.my/26172/
institution Universiti Teknologi Petronas
collection UTP Institutional Repository
description 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. © 2015 IEEE.
format Conference or Workshop Item
author Abdul Jamak, A.B.S.
Shamim, A.
Ghazali, Z.
spellingShingle Abdul Jamak, A.B.S.
Shamim, A.
Ghazali, Z.
Impact of customer citizenship behavior on corporate brand experience
author_sort Abdul Jamak, A.B.S.
title Impact of customer citizenship behavior on corporate brand experience
title_short Impact of customer citizenship behavior on corporate brand experience
title_full Impact of customer citizenship behavior on corporate brand experience
title_fullStr Impact of customer citizenship behavior on corporate brand experience
title_full_unstemmed Impact of customer citizenship behavior on corporate brand experience
title_sort impact of customer citizenship behavior on corporate brand experience
publisher Institute of Electrical and Electronics Engineers Inc.
publishDate 2015
url https://www.scopus.com/inward/record.uri?eid=2-s2.0-84962256718&doi=10.1109%2fISTMET.2015.7359027&partnerID=40&md5=87f1c3ce49d8859823809b3a173071cb
http://eprints.utp.edu.my/26172/
_version_ 1741197094784335872
score 11.62408

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