ANTECEDENTS OF CUSTOMER CITIZENSHIP BEHAVIOR AMONG AUTOMOBILE ONLINE BRAND COMMUNITY IN MALAYSIA

Authors

  • Siti Noor Aishah UNIVERSITI UTARA MALAYSIA
  • Hasnizam Shaari UNIVERISITI UTARA MALAYSIA

Keywords:

social media, online community, brand trust, brand love, customer citizenship behavior

Abstract

This study intends to explore the antecedents of customer citizenship behavior (CCB) in Malaysia. CCB has been frequently debated in the last few decades, but researchers have not reached consensus on the definitions of various extra-role behavior because due to the inconsistent terminologies of CCB. The systematic sampling among 156 members of automobile online brand communities revealed that brand trust and brand love has a significant relationship on customer citizenship behavior.

 

Downloads

Download data is not yet available.

Author Biography

  • Hasnizam Shaari, UNIVERISITI UTARA MALAYSIA

    School of Business Management, Universiti Utara Malaysia, 06010 Sintok, Kedah, Malaysia

Downloads

Published

28-05-2017

Issue

Section

Articles

How to Cite

Aishah, S. N., & Shaari, H. (2017). ANTECEDENTS OF CUSTOMER CITIZENSHIP BEHAVIOR AMONG AUTOMOBILE ONLINE BRAND COMMUNITY IN MALAYSIA. Journal of Technology Management and Business, 4(1). https://publisher.uthm.edu.my/ojs/index.php/jtmb/article/view/1611