 Effects of confidence and social benefits on consumers’ extra-role and in-role behaviors: A social identity and social exchange perspectiveUtkarsh, and Roopak Kumar Gupta Journal of Retailing and Consumer Services, 2022, vol. 65, issue C Abstract: This study explores the effects of relational benefits on consumers' extra-role (civic virtue) and in-role (consumer loyalty) behaviors from social identity and social exchange perspectives, in addition to the mediating role of consumer–company identification (CCI) and perceived value. Structural equation modeling was used to analyze the data obtained from a cross-sectional survey of 254 consumers. The findings reveal that relational benefits promote consumers’ extra-role and in-role behaviors. Specifically, confidence and social benefits, directly and indirectly, affect civic virtue and consumer loyalty. Supporting our integrative framework, the results demonstrate that CCI mediates the effect of confidence and social benefits on civic virtue and consumer loyalty, whereas perceived value only mediates the relationship between confidence and social benefits and consumer loyalty. This study presents important implications for academicians and practitioners. Keywords: Extra-role behavior; Consumer loyalty; Relational benefits; Civic virtue; Consumer company identification; Consumer citizenship behavior (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:65:y:2022:i:c:s0969698921004458 DOI: 10.1016/j.jretconser.2021.102879 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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