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.

 

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Author Biography

Hasnizam Shaari, UNIVERISITI UTARA MALAYSIA

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

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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

Issue

Vol. 4 No. 1 (2017)

Section

Articles

License

Open access licenses

Open Access is by licensing the content with a Creative Commons (CC) license. 

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.