Customer citizenship behavior is a new concept in the field of customer behavior\nresearch. It is a valuable and constructive behavior of consumers who are\nwilling to do for the brand out of their roles, which makes the enterprise\ncompetitive due to low cost or even zero cost. Therefore, it has gradually attracted\nwidespread concern from domestic and foreign researchers and practitioners\nin marketing. This paper studies the antecedent variables of consumer\ncitizenship behavior. The connection of self and brand acts as the mediator\nbetween the congruence of consumer�s self-image as well as brand image\nand consumer citizenship behavior. Specifically speaking, neither the\nconsumer�s self-image nor brand image directly affects his/her citizenship behavior\nbut affected by the mediate role of self-brand connection. Only when\nthe consumer voluntarily connects himself/herself with the brand and form\nhigh-quality consumer-brand relationship, will consumers voluntarily engage\nin valuable and constructive behaviors for the brands. In this way, the consumer\ncitizenship behavior forms.
Loading....