Linking customer mindsets, brand engagement, and citizenship behavior: the moderating role of brand trust

IF 5.2 2区管理学 Q1 BUSINESS Journal of Product and Brand Management Pub Date : 2024-03-26 DOI:10.1108/jpbm-05-2023-4493

Suhaib Ahmed Soomro, Serife Zihni Eyupoglu, Fayaz Ali

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Abstract

Purpose

The paper aims to explore the relationship between customer mindsets and customer citizenship behavior. This study used the cognitive-affective-behavioral model to examine how customer mindsets relate to customer citizenship behavior. In addition, it investigated the mediating effect of customer brand engagement and moderating role of brand trust.

Design/methodology/approach

The study used a self-administered online survey from 412 respondents using cellular mobile operating brands. Partial least square structural equation modeling was used to analyze the collected data.

Findings

The results revealed that growth-mindset customers directly and significantly influence customer citizenship behavior. The impact of a fixed mindset on customer citizenship behavior is indirect through customer brand engagement. The moderating findings revealed that the effect of brand trust on the relationship between customer brand engagement and customer citizenship behavior is higher than that between the fixed mindset and customer brand engagement.

Practical implications

The findings provide valuable insights for marketing and brand managers to design marketing campaigns considering different mindsets to generate customer citizenship behavior among customers.

Originality/value

This study provides new avenues in consumer psychology and behavior by unfolding the underlying mechanism through which mindsets lead to customer citizenship behavior, contributing to existing knowledge by extending the cognitive-affective-behavioral model.

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将顾客心态、品牌参与和公民行为联系起来：品牌信任的调节作用

目的本文旨在探讨顾客心态与顾客公民行为之间的关系。本研究采用认知-情感-行为模型来探讨顾客心态与顾客公民行为之间的关系。此外，本研究还探讨了顾客品牌参与的中介效应和品牌信任的调节作用。设计/方法/方法本研究采用自填式在线调查的方式，对使用手机移动运营品牌的 412 名受访者进行了调查。研究结果表明，具有成长型思维模式的顾客直接并显著地影响着顾客的公民行为。固定型思维模式对顾客公民行为的影响是通过顾客品牌参与间接产生的。研究结果为市场营销和品牌管理者提供了有价值的见解，帮助他们在设计营销活动时考虑到不同的思维模式，从而在顾客中产生顾客公民行为。原创性/价值这项研究通过扩展认知-情感-行为模型，揭示了思维模式导致顾客公民行为的内在机制，为现有知识做出了贡献，从而为消费者心理学和行为学提供了新的途径。

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来源期刊

Journal of Product and Brand Management Multiple-

CiteScore

10.90

自引率

19.60%

发文量

期刊介绍： Branding has evolved and organizations are facing a lot of new challenges when managing their brand reputations, an activity that has become strategic and interdisciplinary. The Journal of Product and Brand Management (JPBM) advances the theoretical and managerial knowledge of products and brands. Manuscripts may either report results based on rigorously analysed qualitative/quantitative data or be purely conceptual. All manuscripts must offer significant research findings and insights and offer meaningful implications for the real world. This journal is proudly international and inter-disciplinary. We publish manuscripts which compare international markets and encourage submissions approaching branding and product management from any discipline. We focus on all aspects of branding and product management from development to dilution. This includes areas as broad as person, place or political brands.