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The Mediating Role of Brand Attachment on the Relationship between Brand Experience and Customer Citizenship Behavior

Author

Listed:
  • Amira Gamal Ahmed

    (Egypt-Japan University for Science and Technology, Alexandria, Egypt)

  • Ahmed Yehia Ebeid

    (Egypt-Japan University for Science and Technology, Alexandria, Egypt)

  • Mahmoud Fawzy Mohamed

    (Egypt-Japan University for Science and Technology, Alexandria, Egypt
    Damanhour University, Egypt)

Abstract

Despite substantial research on the antecedents of the relationship between brand experience and customer citizenship behavior, the effect of brand attachment remains a neglected subject in marketing research. Using social exchange theory (SET) and attachment theory, this study analyses the role of brand attachment as a mediator in the relationship between brand experience and customer citizenship behavior. Specifically, is to investigate the mediating role of brand attachment in the relationship between brand experience and customer citizenship behavior to clarify the role of the different dimensions of brand values among the customers of fast-food restaurants in Egypt. In this study, data was gathered through a questionnaire based on fast food restaurants. and for data analysis, structural equation modelling (SEM) was used. Findings reveal that customer citizenship behavior is directly influenced by brand experience. Furthermore, brand experience directly and significantly impacts brand attachment. Moreover, brand experience is a strong predictor of brand attachment, which promotes consumer citizenship behavior. The study finds that there is a partial influence on the relationship between Brand experience-consumer citizenship behavior relationship.

Suggested Citation

  • Amira Gamal Ahmed & Ahmed Yehia Ebeid & Mahmoud Fawzy Mohamed, 2024. "The Mediating Role of Brand Attachment on the Relationship between Brand Experience and Customer Citizenship Behavior," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 10(1), pages 66-80.
    • Handle: RePEc:men:journl:v:10:y:2024:i:1:p:66-80
    DOI: 10.11118/ejobsat.2024.001
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    More about this item

    Keywords

    brand attachment; brand experience; customer citizenship behavior;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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