The consumer value-based brand citizenship behavior model: Evidence from local and global coffee businesses

ABSTRACT

In consumer behavior research, one of the well-documented outcomes of the globalization is the development of consumers’ personal values, feelings, and behaviors. Based on local-global consumer values, this study examined a conceptual model that proposed the interrelationships across three dimensions of consumer value (i.e., global connectedness, cultural identity, and consumer ethnocentrism), brand engagement, and three dimensions of brand citizenship behavior (i.e., brand enthusiasm, brand endorsement, and helping behavior). Results confirmed that global connectedness and consumer ethnocentrism played critical roles in nurturing brand engagement. Brand engagement further enhanced customers’ brand citizenship behaviors. Moreover, results identified that the brand origin (i.e., local and global brands) moderated two of the hypothesized relationships (i.e., the impact of consumer ethnocentrism on brand engagement and the impact of brand engagement on brand endorsement). This paper further provided implications to management in the industry and hospitality researchers.

摘要

在消费者行为研究中，全球化的结果之一是消费者个人价值、情感和行为的发展。本研究以本地全球消费者价值观为基础，检视概念模型，提出消费者价值观的三个维度（全球联结、文化认同与消费者民族中心主义）、品牌参与与品牌公民行为三个维度之间的相互关系。IOR（即品牌热情、品牌认可和帮助行为）。结果证实，全球连通性和消费者民族中心主义在培育品牌参与中起着关键作用。品牌参与进一步增强了顾客的品牌公民行为。此外，结果确定品牌起源(即，本地和全球品牌)调节了两种假设的关系(即，消费者民族中心主义对品牌参与的影响和品牌参与对品牌认可的影响). 本文还提供了管理的行业和酒店研究人员的启示。

KEYWORDS:

• Brand citizenship behavior
• brand engagement
• local-global customer value
• brand origin
• coffee business

Disclosure statement

No potential conflict of interest was reported by the author.