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

  • 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.

 

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Author Biography

Hasnizam Shaari, UNIVERISITI UTARA MALAYSIA

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

Published
28-05-2017
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). Retrieved from https://publisher.uthm.edu.my/ojs/index.php/jtmb/article/view/1611
Section
Articles