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Brand attachment and customer citizenship behaviors

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  • Jui-Chang Cheng
  • She-Juang Luo
  • Chang-Hua Yen
  • Ya-Fang Yang

Abstract

Service brand attachment has emerged as a growing body of research. Although previous studies have examined the relationship between brand attachment and customer behaviors, the mechanism underlying this relationship remains unknown, particularly in a service context. The purpose of this study was to examine the relationship between brand attachment and customer citizenship behaviors and to clarify the role of perceived value among regular customers of international hotel brands in Taiwan. To examine this model, confirmatory factor analysis was employed to analyze survey data from 299 hotel customers, the results of which indicated that perceived value completely mediated the relationship between brand attachment and customer citizenship behaviors. Therefore, perceived value is the mechanism that explains how service brand attachment is associated with customer citizenship behaviors. These results demonstrate the importance of perceived value and imply that service managers should strengthen customers’ perceived value of service brands to enhance customer citizenship behaviors.

Suggested Citation

  • Jui-Chang Cheng & She-Juang Luo & Chang-Hua Yen & Ya-Fang Yang, 2016. "Brand attachment and customer citizenship behaviors," The Service Industries Journal, Taylor & Francis Journals, vol. 36(7-8), pages 263-277, June.
    • Handle: RePEc:taf:servic:v:36:y:2016:i:7-8:p:263-277
    DOI: 10.1080/02642069.2016.1186658
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    Cited by:

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    3. Le, Hoang Tran Phuoc Mai & Kim, Dongyoup & Park, Jungkun, 2024. "The way to generate customer citizenship behavior with customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    4. José-Ramón Segarra-Moliner & Miguel-Ángel Moliner-Tena, 2024. "Engaging in customer citizenship behaviours to predict customer lifetime value," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(2), pages 307-320, June.
    5. Ishfaq Ahmed & Mian Sajid Nazir & Imran Ali & Mohammad Nurunnabi & Arooj Khalid & Muhammad Zeeshan Shaukat, 2020. "Investing In CSR Pays You Back in Many Ways! The Case of Perceptual, Attitudinal and Behavioral Outcomes of Customers," Sustainability, MDPI, vol. 12(3), pages 1-15, February.
    6. Akkhaporn Kokkhangplu & Wanida Onlamai & Tananat Chokpreedapanich & Kraisak Phikul, 2023. "What Predicts Behavioral Intention in Eco-Friendly Hotels? The Roles of Tourist’s Perceived Value and Satisfaction: A Case Study of Thailand," Sustainability, MDPI, vol. 15(4), pages 1-21, February.
    7. Badrinarayanan, Vishag & Becerra, Enrique P., 2019. "Antecedents and consequences of shoppers' attitude toward branded store-within-stores: An exploratory framework," Journal of Business Research, Elsevier, vol. 105(C), pages 189-200.
    8. Fangwei Liao & Qingyi Wei & Anya Li & Jin Yang, 2023. "Link Virtual Community Interaction and Citizenship Behavior of Fitness Club Customers: The Role of Psychological Empowerment and Sense of Community," Sustainability, MDPI, vol. 15(3), pages 1-19, January.
    9. Ching-Yi Daphne Tsai & Shih-Hao Wu & Stephen Chi-Tsun Huang, 2017. "From mandatory to voluntary: consumer cooperation and citizenship behaviour," The Service Industries Journal, Taylor & Francis Journals, vol. 37(7-8), pages 521-543, June.
    10. Liu, Aiping & Urquía-Grande, Elena & López-Sánchez, Pilar & Rodríguez-López, Ángel, 2024. "The role of gamification in customer citizenship behavior on China's microfinance platforms," Finance Research Letters, Elsevier, vol. 63(C).
    11. Bassam Dalal & Ahmad Aljarah, 2021. "How Brand Symbolism, Perceived Service Quality, and CSR Skepticism Influence Consumers to Engage in Citizenship Behavior," Sustainability, MDPI, vol. 13(11), pages 1-18, May.
    12. Koryoe Anim-Wright & Rhodalene Amartey, 2024. "The Effect of Customer Citizenship Behavior and Customer Entitlement," International Journal of Business and Management, Canadian Center of Science and Education, vol. 19(2), pages 129-129, March.
    13. Tonder, Estelle van & Saunders, Stephen Graham & Lisita, Inonge Theresa & de Beer, Leon Tielman, 2018. "The importance of customer citizenship behaviour in the modern retail environment: Introducing and testing a social exchange model," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 92-102.
    14. Won-Moo Hur & Tae-Won Moon & Hanna Kim, 2020. "When does customer CSR perception lead to customer extra-role behaviors? The roles of customer spirituality and emotional brand attachment," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 421-437, July.
    15. Huan Minh Nguyen & Yen Nguyen, 2023. "Do Perceptions of Destination Social Responsibility Contribute to Environmentally Responsible Behavior? A Case Study in Phu Quoc, Vietnam," Sustainability, MDPI, vol. 15(22), pages 1-13, November.
    16. Ting Liu & Chun Ma & Jiaqi Xue & Gang Li & Qiuli Lu, 2023. "The Impact of Tourist Operant Resources on Online Citizenship Behavior in Sustainable Tourism," Sustainability, MDPI, vol. 15(23), pages 1-18, November.
    17. Mohsin Raza & Rimsha Khalid & Larisa Ivascu & Jati Kasuma, 2023. "Education Beats at the Heart of the Sustainability in Thailand: The Role of Institutional Awareness, Image, Experience, and Student Volunteer Behavior," Sustainability, MDPI, vol. 15(2), pages 1-16, January.
    18. Ahmed Hassan Abdou & Hossam Said Shehata & Hassan Marzok Elsayed Mahmoud & Azzam Ibrahem Albakhit & Muhanna Yousef Almakhayitah, 2022. "The Effect of Environmentally Sustainable Practices on Customer Citizenship Behavior in Eco-Friendly Hotels: Does the Green Perceived Value Matter?," Sustainability, MDPI, vol. 14(12), pages 1-19, June.
    19. Cuneyd Ikbal SARIOGLU, 2020. "Customer Citizenship Behavior: Scale Development And Validation," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 57-72, May.

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