eprintid: 5562
rev_number: 2
eprint_status: archive
userid: 1
dir: disk0/00/00/55/62
datestamp: 2023-11-09 16:17:18
lastmod: 2023-11-09 16:17:18
status_changed: 2023-11-09 16:03:11
type: conference_item
metadata_visibility: show
creators_name: Abdul Jamak, A.B.S.
creators_name: Shamim, A.
creators_name: Ghazali, Z.
title: Impact of customer citizenship behavior on corporate brand experience
ispublished: pub
keywords: Industrial management; Retail stores; Sales, brand experience; citizenship behavior; Customer citizenship behaviors; Hypermarkets; Malaysia; Structural equation modeling; Three dimensions, Consumer behavior
note: cited By 0; Conference of 2nd International Symposium on Technology Management and Emerging Technologies, ISTMET 2015 ; Conference Date: 25 August 2015 Through 27 August 2015; Conference Code:118506
abstract: The aim this paper is to investigate the impact of customer citizenship behavior on corporate brand experience in hypermarkets. The data were collected from 711 respondents of four hypermarkets located in five different states of Malaysia. Covariance-Based Structural Equation Modeling was used for the data analysis. Three dimensions of customer citizenship behavior namely helping behavior, feedback and tolerance were regressed on corporate brand experience. Findings reveal that customers' helping behavior and tolerance behavior has positive impact on corporate brand experience while customers' feedback has insignificant impact on corporate brand experience. This research is unique in its investigation as corporate brand experience as consequence of customer citizenship behavior has not been investigated in the past literature. © 2015 IEEE.
date: 2015
publisher: Institute of Electrical and Electronics Engineers Inc.
official_url: https://www.scopus.com/inward/record.uri?eid=2-s2.0-84962256718&doi=10.1109%2fISTMET.2015.7359027&partnerID=40&md5=87f1c3ce49d8859823809b3a173071cb
id_number: 10.1109/ISTMET.2015.7359027
full_text_status: none
publication: 2nd International Symposium on Technology Management and Emerging Technologies, ISTMET 2015 - Proceeding
pagerange: 193-196
refereed: TRUE
isbn: 9781479917235
citation:   Abdul Jamak, A.B.S. and Shamim, A. and Ghazali, Z.  (2015) Impact of customer citizenship behavior on corporate brand experience.  In: UNSPECIFIED.