RT Journal Article
SR Electronic
A1 Ahmed, Amira Gamal
A1 Yehia Ebeid, Ahmed
A1 Mohamed, Mahmoud Fawzy
T1 The Mediating Role of Brand Attachment on the Relationship between Brand Experience and Customer Citizenship Behavior
JF European Journal of Business Science and Technology
YR 2024
VO 10
IS 1
SP 66
OP 80
DO 10.11118/ejobsat.2024.001
UL https://ejobsat.cz/artkey/ejo-202401-0004.php
AB 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.