Customer Citizenship Behavior (CCB): the role of brand experience and brand community commitment among automobile online brand community in Malaysia
This paper aims to examine the relationship of brand experience and brand community commitment on customer citizenship behaviour (CCB), as well as the mediating effect of brand community commitment in the relationship between brand experience and customer citizenship behaviour. Data were collected...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universiti Tun Hussein Onn Malaysia
2017
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| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/26038/1/JTMB%2004%2002%202017%2050%2064.pdf |