Linking customer mindsets, brand engagement, and citizenship behavior: the moderating role of brand trust
Journal of Product & Brand Management
ISSN: 1061-0421
Article publication date: 26 March 2024
Issue publication date: 10 April 2024
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.
Keywords
Acknowledgements
The authors are immensely grateful to the editor, associate editor, two anonymous reviewers and Dr. Tahir Islam for their insightful and invaluable comments throughout the revision process. Their expertise and experience have been instrumental in shaping the final version of this article.
Funding: The authors received no financial support for the research, authorship and/or publication of this article.
Ethics statement: The study does not contain human or animal participants.
Declaration of conflicting interest: The authors declared no potential conflicts of interest with respect to the research, authorship and/or publication of this article.
Citation
Soomro, S.A., Eyupoglu, S.Z. and Ali, F. (2024), "Linking customer mindsets, brand engagement, and citizenship behavior: the moderating role of brand trust", Journal of Product & Brand Management, Vol. 33 No. 3, pp. 385-396. https://doi.org/10.1108/JPBM-05-2023-4493
Publisher
:Emerald Publishing Limited
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