Impact of customer citizenship behavior on corporate brand experience

• Main Authors: Abdul Jamak, A.B.S., Shamim, A., Ghazali, Z.
• Format: Conference or Workshop Item
• Published: Institute of Electrical and Electronics Engineers Inc. 2015
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-84962256718&doi=10.1109%2fISTMET.2015.7359027&partnerID=40&md5=87f1c3ce49d8859823809b3a173071cb; http://eprints.utp.edu.my/26172/
• Institution: Universiti Teknologi Petronas

The aim this paper is to investigate the impact of customer citizenship behavior on corporate brand experience in hypermarkets. The data were collected from 711 respondents of four hypermarkets located in five different states of Malaysia. Covariance-Based Structural Equation Modeling was used for t...