Mohd Sidik, Siti Noor Aishah and Shaari, Hasnizam (2017) Antecedents of customer citizenship behavior among automobile online brand community in Malaysia. Journal of Technology Management & Business, 4 (1). pp. 76-86. ISSN 2289-7224

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Abstract

This study intends to explore the antecedents of customer citizenship behavior (CCB) in Malaysia. CCB has been frequently debated in the last few decades, but researchers have not reached consensus on the definitions of various extra-role behavior because due to the inconsistent terminologies of CCB. The systematic sampling among 156 members of automobile online brand communities revealed that brand trust and brand love has a significant relationship on customer citizenship behavior.

Item Type:	Article
Uncontrolled Keywords:	social media, online community, brand trust, brand love, customer citizenship behavior
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	School of Business Management
Depositing User:	Mrs. Norazmilah Yaakub
Date Deposited:	29 Apr 2018 01:39
Last Modified:	29 Apr 2018 01:39
URI:	https://repo.uum.edu.my/id/eprint/23976

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