The Mediating Role of Brand Attachment on the Relationship between Brand Experience and Customer Citizenship Behavior

Amira Gamal Ahmed, Ahmed Yehia Ebeid and Mahmoud Fawzy Mohamed
Additional contact information
Amira Gamal Ahmed: Egypt-Japan University for Science and Technology, Alexandria, Egypt
Ahmed Yehia Ebeid: Egypt-Japan University for Science and Technology, Alexandria, Egypt
Mahmoud Fawzy Mohamed: Egypt-Japan University for Science and Technology, Alexandria, Egypt

European Journal of Business Science and Technology, 2024, vol. 10, issue 1, 66-80

Abstract: Despite substantial research on the antecedents of the relationship between brand experience and customer citizenship behavior, the effect of brand attachment remains a neglected subject in marketing research. Using social exchange theory (SET) and attachment theory, this study analyses the role of brand attachment as a mediator in the relationship between brand experience and customer citizenship behavior. Specifically, is to investigate the mediating role of brand attachment in the relationship between brand experience and customer citizenship behavior to clarify the role of the different dimensions of brand values among the customers of fast-food restaurants in Egypt. In this study, data was gathered through a questionnaire based on fast food restaurants. and for data analysis, structural equation modelling (SEM) was used. Findings reveal that customer citizenship behavior is directly influenced by brand experience. Furthermore, brand experience directly and significantly impacts brand attachment. Moreover, brand experience is a strong predictor of brand attachment, which promotes consumer citizenship behavior. The study finds that there is a partial influence on the relationship between Brand experience-consumer citizenship behavior relationship.

Keywords: brand attachment; brand experience; customer citizenship behavior (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://ejobsat.cz/doi/10.11118/ejobsat.2024.001.html (text/html)
http://ejobsat.cz/doi/10.11118/ejobsat.2024.001.pdf (application/pdf)
free of charge

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:men:journl:v:10:y:2024:i:1:p:66-80

DOI: 10.11118/ejobsat.2024.001

Access Statistics for this article

European Journal of Business Science and Technology is currently edited by Svatopluk Kapounek

More articles in European Journal of Business Science and Technology from Mendel University in Brno, Faculty of Business and Economics Contact information at EDIRC.
Bibliographic data for series maintained by Ivo Andrle ().