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The strategic effect of corporate reputation on customer citizenship behavior: an empirical verification

The strategic effect of corporate reputation on customer citizenship behavior: an empirical... Corporate reputation (CR) can support a business from different perspectives, significantly affecting its key outcomes; however, the relationship between CR and customer citizenship behaviour (CCB) has received little consideration in research so far. The aim of this paper is therefore dual: to study the direct effect of CR on three different dimensions of CCB; and to examine the moderating effects of personality differences (extroversion and neuroticism) and gender in relation to the respective relationships. This investigation employs structural equation modelling using a sample of 278 consumers of retail fashion in Italy. The results show that CR positively affects the three considered dimensions of CCB. Even though no significant moderating effect of the considered personality traits was found, the connection between CR and helping others appears to be significantly moderated by gender, suggesting that females are more willing to help others than males. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Review of Managerial Science Springer Journals

The strategic effect of corporate reputation on customer citizenship behavior: an empirical verification

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References (179)

Publisher
Springer Journals
Copyright
Copyright © The Author(s), under exclusive licence to Springer-Verlag GmbH Germany, part of Springer Nature 2023. Springer Nature or its licensor (e.g. a society or other partner) holds exclusive rights to this article under a publishing agreement with the author(s) or other rightsholder(s); author self-archiving of the accepted manuscript version of this article is solely governed by the terms of such publishing agreement and applicable law.
ISSN
1863-6683
eISSN
1863-6691
DOI
10.1007/s11846-023-00618-z
Publisher site
See Article on Publisher Site

Abstract

Corporate reputation (CR) can support a business from different perspectives, significantly affecting its key outcomes; however, the relationship between CR and customer citizenship behaviour (CCB) has received little consideration in research so far. The aim of this paper is therefore dual: to study the direct effect of CR on three different dimensions of CCB; and to examine the moderating effects of personality differences (extroversion and neuroticism) and gender in relation to the respective relationships. This investigation employs structural equation modelling using a sample of 278 consumers of retail fashion in Italy. The results show that CR positively affects the three considered dimensions of CCB. Even though no significant moderating effect of the considered personality traits was found, the connection between CR and helping others appears to be significantly moderated by gender, suggesting that females are more willing to help others than males.

Journal

Review of Managerial ScienceSpringer Journals

Published: Jan 1, 2024

Keywords: Corporate reputation; Customer citizenship behaviour; Big five personality traits; Social identity theory; Structural equation modelling

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