2024
DOI: 10.1108/jpbm-05-2023-4493
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Linking customer mindsets, brand engagement, and citizenship behavior: the moderating role of brand trust

Suhaib Ahmed Soomro,
Serife Zihni Eyupoglu,
Fayaz Ali

Abstract: Purpose The paper aims to explore the relationship between customer mindsets and customer citizenship behavior. This study used the cognitive-affective-behavioral model to examine how customer mindsets relate to customer citizenship behavior. In addition, it investigated the mediating effect of customer brand engagement and moderating role of brand trust. Design/methodology/approach The study used a self-administered online survey from 412 respondents using cellular mobile operating brands. Partial least squ… Show more

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Cited by 2 publications
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