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Purpose The purpose of this paper is to investigate the role of brand identification (BI), brand knowledge (BK) and brand psychological ownership (BPO) to predict brand citizenship behaviours (BCB) in a mediating role of brand pride. Design/methodology/approach Using survey data collected from 372 front line employees (FLEs), employed in different banks in Pakistan, the path analysis through structural equation modelling procedures is used to perform data analysis. Findings The results show that BI, BK and BPO strongly predict BCB in a mediating role of brand pride. Practical implications The results have pragmatic value to guide managers and marketing policymakers to develop a brand culture where the company as a brand is internally owned by its employees. The supervisors should offer FLEs with opportunities to speak up and must socialize with them so that communication touch points can be established and strengthened. Furthermore, delegation of authority and positive enforcement are important tools to trigger psychological ownership among FLEs. Originality/value Three antecedents (i.e. BI, BK and BPO) to advocate and channelize brand-oriented citizenship behaviours are unique to this study. Furthermore, the mediating role of brand pride is yet another unique contribution.

In China, online sales continue to grow against the generally adverse effects of the COVID-19 pandemic on economic development. Although advertisers favor online targeted advertising for its precision, consumers may find it intrusive and avoid it. This study constructed a conceptual model based on Stimulus-Organism-Response (SOR) theory, Approach-Avoidance Theory, and Brand Avoidance Theory to investigate the influence mechanism of consumers’ perceived risk on the avoidance behavior of online targeted advertising via an online survey. Collected 436 validated data was analyzed through structural equation method in AMOS statistical software. Results showed that the positively influenced advertising avoidance, and negative emotions mediated the relationship between perceived performance risk, time-loss risk, freedom risk, and advertising avoidance, but perceived privacy risk did not influence advertising avoidance through negative emotions. Perceived COVID-19 risk moderates the effect of negative emotions on advertising avoidance. The findings provide important insights for helping governments, advertisers and online platforms into which risk perceptions influence advertising avoidance, and suggests ways to mitigate consumers risk perceptions for the mutual benefit of brands and users.

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