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

M. Nicola (), E. Arrigo () and U. Anees ()
Additional contact information
M. Nicola: University of Teramo
E. Arrigo: University of Milano-Bicocca
U. Anees: University of Chieti-Pescara

Review of Managerial Science, 2024, vol. 18, issue 1, No 7, 208 pages

Abstract: Abstract Corporate reputation (CR) can support a business from different perspectives, significantly affecting its key outcomes; however, the relationship between CR and customer citizenship behaviour (CCB) has received little consideration in research so far. The aim of this paper is therefore dual: to study the direct effect of CR on three different dimensions of CCB; and to examine the moderating effects of personality differences (extroversion and neuroticism) and gender in relation to the respective relationships. This investigation employs structural equation modelling using a sample of 278 consumers of retail fashion in Italy. The results show that CR positively affects the three considered dimensions of CCB. Even though no significant moderating effect of the considered personality traits was found, the connection between CR and helping others appears to be significantly moderated by gender, suggesting that females are more willing to help others than males.

Keywords: Corporate reputation; Customer citizenship behaviour; Big five personality traits; Social identity theory; Structural equation modelling (search for similar items in EconPapers)
Date: 2024
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s11846-023-00618-z Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:rvmgts:v:18:y:2024:i:1:d:10.1007_s11846-023-00618-z

Ordering information: This journal article can be ordered from
http://www.springer.com/business/journal/11846

DOI: 10.1007/s11846-023-00618-z

Access Statistics for this article

Review of Managerial Science is currently edited by R. Ewert and W. Kürsten

More articles in Review of Managerial Science from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().