Role of brand awareness, brand loyalty and customer citizenship behaviour in aviation sector of Pakistan

• Main Authors: Raza, Mohsin, Md. Salleh, Salniza, Shaari, Hasnizam
• Format: Article
• Language: English
• Published: 2019
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/26818/1/IJEFSD%202019%2038%2041.pdf; http://repo.uum.edu.my/26818/; http://journals.researchparks.org/index.php/IJEFSD/issue/view/6
• Institution: Universiti Utara Malaysia

Despite extensive research on customer citizenship behaviour, the influence of branding strategies remains a neglected area in field of marketing. This study investigates the relationship of branding strategies and customer citizenship behaviour. The proposed model is supported by stimulus organism...