European Journal of Business Science and Technology 2024, 10(1):66-80 | DOI: 10.11118/ejobsat.2024.001

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

Amira Gamal Ahmed1, Ahmed Yehia Ebeid1, Mahmoud Fawzy Mohamed1,2
1 Egypt-Japan University for Science and Technology, Alexandria, Egypt
2 Damanhour University, Egypt

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
JEL classification: M3

Received: July 31, 2023; Revised: November 13, 2023; Accepted: January 2, 2024; Published: June 30, 2024  Show citation

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Ahmed, A.G., Yehia Ebeid, A., & Mohamed, M.F. (2024). The Mediating Role of Brand Attachment on the Relationship between Brand Experience and Customer Citizenship Behavior. European Journal of Business Science and Technology, 10(1), 66-80. doi: 10.11118/ejobsat.2024.001
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