TITLE:
Research on Influence of the Congruence of Self-Image and Brand Image on Consumers’ Citizenship Behavior
AUTHORS:
Wanling Huang, Ming Chen
KEYWORDS:
Consumer Citizenship Behavior, Self-Brand Connection, Self-Image and Brand Image
JOURNAL NAME:
Open Journal of Business and Management,
Vol.6 No.1,
January
30,
2018
ABSTRACT: Customer citizenship behavior is a new concept in the field of customer behavior
research. It is a valuable and constructive behavior of consumers who are
willing to do for the brand out of their roles, which makes the enterprise
competitive due to low cost or even zero cost. Therefore, it has gradually attracted
widespread concern from domestic and foreign researchers and practitioners
in marketing. This paper studies the antecedent variables of consumer
citizenship behavior. The connection of self and brand acts as the mediator
between the congruence of consumer’s self-image as well as brand image
and consumer citizenship behavior. Specifically speaking, neither the
consumer’s self-image nor brand image directly affects his/her citizenship behavior
but affected by the mediate role of self-brand connection. Only when
the consumer voluntarily connects himself/herself with the brand and form
high-quality consumer-brand relationship, will consumers voluntarily engage
in valuable and constructive behaviors for the brands. In this way, the consumer
citizenship behavior forms.