The strategic effect of corporate reputation on customer citizenship behavior: an empirical verification

Nicola, Manuel De; Arrigo, Elisa; Anees, Umair

doi:10.1007/s11846-023-00618-z

Cited by 4 publications

(2 citation statements)

References 162 publications

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“…Similarly, earlier studies found how customers participate in brand advocacy for social causes, with the individuals with inherent tendencies having a solid emotional bond with the brand and perceiving it as their identity (Delpechitre et al , 2018; Itani et al , 2022). Likewise, customers exhibiting a higher brand engagement are more inclined to showcase customer citizenship behavior (Nicola et al , 2023).…”

Section: Discussionmentioning

confidence: 99%

Linking customer mindsets, brand engagement, and citizenship behavior: the moderating role of brand trust

Soomro,

Eyupoglu,

Ali

2024

JPBM

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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 square structural equation modeling was used to analyze the collected data. Findings The results revealed that growth-mindset customers directly and significantly influence customer citizenship behavior. The impact of a fixed mindset on customer citizenship behavior is indirect through customer brand engagement. The moderating findings revealed that the effect of brand trust on the relationship between customer brand engagement and customer citizenship behavior is higher than that between the fixed mindset and customer brand engagement. Practical implications The findings provide valuable insights for marketing and brand managers to design marketing campaigns considering different mindsets to generate customer citizenship behavior among customers. Originality/value This study provides new avenues in consumer psychology and behavior by unfolding the underlying mechanism through which mindsets lead to customer citizenship behavior, contributing to existing knowledge by extending the cognitive-affective-behavioral model.

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Section: Discussionmentioning

confidence: 99%

Linking customer mindsets, brand engagement, and citizenship behavior: the moderating role of brand trust

Soomro,

Eyupoglu,

Ali

2024

JPBM

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“…It is known that a positive corporate reputation leads customers to positive attitudes and behaviors such as trust, loyalty, and satisfaction (De Nicola et al, 2023). In today's competitive conditions, companies have become more dependent on the positive attitudes and behaviors of customers.…”

Section: Purpose and Sample Of The Studymentioning

confidence: 99%

The Effect of Customer Empowerment on Corporate Reputation Perception

KERSE

2023

İnsan Ve Toplum Bilimleri Araştırmaları Dergisi

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Corporate reputation perception is an effective variable in shaping customer behaviors. A positive perception of reputation leads to positive outcomes such as loyalty, positive word-of-mouth marketing, low perceived risk, and commitment. In the marketing literature, it has been observed that the factors affecting the perception of corporate reputation have not been sufficiently analyzed and certain factors such as satisfaction, trust, corporate social responsibility, and financial strength have been focused on. In this study, unlike the factors in the literature, the effect of customer empowerment on the perception of corporate reputation is examined. Customer empowerment is considered an important tool in the competitive race in marketing. Within the scope of this research, data were collected from 343 consumers by questionnaire technique. Consumers were asked to indicate their degree of agreement with the statements in the questionnaire by thinking about the clothing store they visit most frequently. SPSS 18 and AMOS 18 package programs were used in the analysis of the data obtained. In the reliability analyses, customer empowerment and corporate reputation scales were found to be reliable. As a result of the confirmatory factor analysis of the scales, it was seen that the fit index values of the scales met the reference values. It was determined that the AVE values of the scales also met the reference values. Normality test was also performed for the data in the study. Since the skewness and kurtosis values of the variables were within the reference values, it was observed that the data met the normality assumption. Then, the relationship between variables was analyzed. Partial correlation analysis was preferred for the determination of this relationship. In this direction, correlation analysis was carried out by controlling gender, age, education, and income status variables. As a result of the correlation analysis, it was observed that there is a positive relationship between customer empowerment and corporate reputation. After the determination of the relationship between the variables, path analysis was performed with the AMOS program to test the research hypothesis. In the analysis, it was seen that the fit indices of the research model provided the reference values. In addition, it was determined that customer empowerment positively and significantly effects the perception of corporate reputation.

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