The Mediating Effect of Brand Community Commitment on the Relationship between Brand Trust, Brand Love and Customer Citizenship Behavior: Evidence from Malaysia

Siti Noor Aishah Mohd Sidik, Adilah Othman, Chuan Huat Ong and Nabihah Muhammad
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Siti Noor Aishah Mohd Sidik: Faculty Business and Management, Universiti Teknologi Mara 23000 Dungun, Terengganu, Malaysia
Adilah Othman: Faculty Business and Management, Universiti Teknologi Mara 23000 Dungun, Terengganu, Malaysia
Chuan Huat Ong: Graduate School of Business, SEGi University, 47810 Damansara, Malaysia
Nabihah Muhammad: Academy Contemporary Islamic Studies, Universiti Teknologi Mara 23000 Dungun, Terengganu, Malaysia

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 3, 1113-1129

Abstract: This study examines the relationship between brand trust, brand love and brand community commitment on customer citizenship behaviour (CCB) as well as the mediating effect of brand community commitment in the relationship between brand trust and brand love on CCB. The data collection process is accomplished using online surveys. Partial Least Squares Structural Equation Modelling (PLS-SEM) 3.0 is used for the data analysis. Survey from 240 members of online automobile brand communities reveals that brand trust and brand love play a vital role in influencing brand community commitment and CCB. Brand community commitment also mediates the relationship between brand trust and brand love on CCB. Implication and research suggestions are further highlighted for future studies.

Date: 2025
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