Influence of brand community social responsibility on consumer citizenship behaviors: mediating role of collective self esteem
Xiaoxuan Guo,
Yuan He,
Yucheng Wang
et al.
Abstract:Purpose
Drawing from social contagion theory, this study aims to clarify whether consumers become motivated to help a brand and its community when observing other members contributing to society. The authors also analyzed the boundary conditions and mechanisms of this process.
Design/methodology/approach
A mixed-method approach was used to test hypotheses. Study 1 collected survey data from Chinese automobile brand communities, which were analyzed by using partial least squares structural equation modeling. … Show more
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