Raza, Mohsin and Md. Salleh, Salniza and Shaari, Hasnizam (2019) Role of brand awareness, brand loyalty and customer citizenship behaviour in aviation sector of Pakistan. International Journal on Economics, Finance and Sustainable Development, 1 (2). pp. 38-41. ISSN 2615-4021

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Abstract

Despite extensive research on customer citizenship behaviour, the influence of branding strategies remains a neglected area in field of marketing. This study investigates the relationship of branding strategies and customer citizenship behaviour. The proposed model is supported by stimulus organism response model. In addition, this study explains the mediating role of brand loyalty and effect of brand awareness on customer citizenship behaviour with mediating effect of brand loyalty. It is investigated that brand awareness generates brand loyalty of customers and this loyal behaviour of customers turns into citizenship behaviour which provide great assistance to brand and other customers. The findings of studies incorporate the ongoing problems of Pakistan aviation sector. Based on literature, theoretical and managerial implications are provided in this study

Item Type:	Article
Uncontrolled Keywords:	brand awareness, brand loyalty, customer citizenship behaviour (CCB),stimulus organism response model.
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:	12 Feb 2020 08:23
Last Modified:	12 Feb 2020 08:23
URI:	https://repo.uum.edu.my/id/eprint/26818

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