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PurposeRecent years have witnessed a rise in interest in neuromarketing from academia and industry, as it offers practical tools for determining consumers' subconscious reactions to marketing stimuli. Despite this, the current state of neuromarketing research is not well supported by empirical data. To offer a thorough overview of the studies conducted on this discipline in the past few years, a bibliometric analysis of neuromarketing is carried out, taking into account its techniques, key areas and publication patterns trends from several viewpoints.Design/methodology/approachThis study searched 463 documents for the web of science databases published during the previous sixteen years and visualized them. The graphical display of data was created using the VOS Viewer software.FindingsElectroencephalogram (EEG) appeared as a predominantly tool used in neuromarketing research. EEG is either used alone or together with Human Eye-Tracking (HET). “Emotions” was identified in the study as a crucial area of neuromarketing, among other pertinent concepts. The study's results also showed that authors from the United States produced the most articles on neuromarketing, followed by those from the United Kingdom and Spain. The publishing trend, sources and major contributors in neuromarketing are identified using Web of Science data from 2006 to 2021. Overall, the research provides insight into neuromarketing's past, present and future as well as the most widely utilized analytical techniques.Originality/valueThe study's conclusions will be of interest to researchers in understanding the journals that publish neuromarketing research, the themes that contributors and writers have identified, and the countries where research is carried out. This is the first comprehensive study, to the authors' knowledge, that provides a general summary of the key trends in neuromarketing research throughout its history. To the authors' knowledge, this is the first thorough study that offers a broad overview of the most important developments in neuromarketing research from 2006 to 2021.

Purpose This study aims to investigate consumer brand loyalty toward halal cosmetics using the theory of planned behavior through repurchase intention, which is primarily relying on the consumer’s attitude toward halal cosmetics. Important predictors such as trust on halal cosmetics, quality of halal cosmetics and religious beliefs of millennial Muslim female consumers shape consumer attitude. Design/methodology/approach The present study used the quantitative research design and deductive approach to collect the data from 275 halal cosmetics users in Pakistan by using a judgmental sampling approach. Findings Findings of the study provide useful insights for both theory and practice. The results support product quality, religious belief and trust on halal cosmetics as predictors of consumer’s attitude toward halal cosmetics that further develop consumers’ repurchase intention, which in turn enhances their overall brand loyalty. Besides, the findings also show that consumer repurchase intention has a mediating effect between consumer attitude toward halal cosmetics and consumer brand loyalty. Practical implications The current study helps in advancing practitioners’ understanding of female consumers’ brand loyalty in the halal cosmetics context. This study is considered to be greatly helpful for managers to gain knowledge about how repurchase intention and brand loyalty of millennial Muslim female consumers can be developed in the halal cosmetics segment, especially in the case of Pakistan. Originality/value Brand loyalty has been investigated by previous studies through different predictors and antecedents. This study contributes to the literature of brand loyalty by empirically examining and validating the different antecedents of consumer attitude that are accountable for creating consumer brand loyalty in the domain of halal cosmetics within the Pakistani cultural context. The current study also enhances the previous scholarly understanding on halal cosmetics by investigating the mediating role of consumer repurchase intention of halal cosmetics that further extends the discussion for both theory and practice.

Purpose The purpose of this study is to develop a scale for measuring service inclusion for tourists with disabilities in tourism and hospitality services. Transformative service research serves as the basis for the conceptualization and dimensionality. Design/methodology/approach To develop and purify the items as well as develop dimensions, standard scale development procedures were applied. Two studies were undertaken. In Study 1, the factorial structure of the service inclusion was constructed and confirmed using exploratory and confirmatory factor analysis. In Study 2, the field study was conducted to validate the scale. Findings The study developed a new scale for measuring service inclusion. The results show that service inclusion is a higher-order construct with four dimensions, namely, enabling opportunity, offering choice, relieving suffering and fostering happiness. Furthermore, service inclusion has a significant effect on tourists’ well-being perception, which results in more favorable behavioral responses. The newly constructed scale is declared as valid and reliable by the study that examined it for nomological validity by examining the relationship between service inclusion and tourists’ perceptions of their well-being. Originality/value To the best of the authors’ knowledge, this study is the first to develop measurement scale for service inclusion in the tourism and hospitality industry. The scale is proven as reliable and valid and is well suitable for measuring service inclusion for tourists with physical disabilities. It has potential to use for other relevant service contexts.

Purpose This study aims to explore the customers’ behaviour towards online shopping during COVID-19 in a Muslim country and proposes a co-creative service design for online businesses (webstore) in the post-COVID-19 era. Design/methodology/approach The study used a qualitative design for collecting the data where in-depth interviews from 18 customers were conducted following the qualitative design protocol. Due to the limitation of physical distancing, the interviews were conducted online using Microsoft teams. Findings Based on the findings, new potential services are proposed for webstores for customer engagement, the need for expansion of product lines and safety measures for customers and staff during and post-COVID-19 era. Following the findings, a co-creative service design is proposed for webstores to revamp the business during and post-COVID-19. Originality/value The study is unique because it has developed various unique strategic factors essential for revamping online businesses for better growth in post-COVID-19. The proposed new co-creative service design model for an online service provider is expected to create customers engagement and loyalty during and in post-COVID-19.

PurposeThis study examined the relationship between perceived personalization and positive electronic word of mouth, as well as the mediating impact of online advertising engagement and the moderating effect of online users' modes on that relationship. The theory of presence serves as the foundation for the relationships among variables.Design/methodology/approachA quasi-experimental research design was used to carry out the investigation. The analysis was performed on 865 valid responses from the treatment and control groups.FindingsResults showed no mediation for the control group and partial mediation for the treatment group. The treatment group's moderated mediation relationships were found as significant, but the control group's relationships were insignificant. The findings also supported the hypothesis that there is a significant association between perceived personalization and online advertising engagement for playful online users and a weak relationship for serious online users. On the mediation link of online advertising engagement between perceived personalization and positive electronic word of mouth, the conditional indirect influence of “online users' modes” has been specifically studied.Originality/valueThis study is the first to examine online advertising through the lens of the theory of presence and offers a moderated-mediation model of Online Users' Modes and Online Advertising Engagement, which is a valuable addition to the marketing body of knowledge.

Purpose The advent of COVID-19 was followed by an increased demand for organic products along with newfound customer interest in healthy consumption habits. This study aims to explore the impact of multidimensional consciousness on consumers’ attitudes and purchasing intentions toward organic food brands. Design/methodology/approach Given the importance of culture on customers’ decision-making, data were collected from the USA and India to examine the potential cultural differences with respect to organic products. A conceptual model is derived and tested using partial least squares structural equation modeling. Findings The results indicate that organic consciousness (e.g. for organic standards) is the most important predictor of attitudes, whereas environmental consciousness appears to be the prime motive in the formation of purchase intentions. Multidimensional (i.e. organic, environment, health and social) consciousness can predict attitude and intention. However, organic standards and social consciousness fail to directly influence customers’ purchasing intention. The impact of each dimension of consciousness varies between USA and Indian customers. Originality/value This study provides an understanding of customers’ sustainable consumption behavior by clarifying the relative impact of multidimensional perceived values. Also, because of the growth of organic food market globally, the findings of this study offer valuable insights by identifying the cultural difference between Western and Eastern customers’ behavior.

This paper investigates the effect of enterprise risk management (ERM) implementation on the cost of capital (cost of debt [Cd], cost of equity [Ce], and weighted average cost of capital [WACC]) for the oil and gas industry. The research is conducted using panel data analysis from 2008?2017 for 41 oil and gas companies publicly listed on the Bursa Malaysia. ERM implementation data is collected from company annual reports, while the cost of capital data is obtained from Thomson Reuters DataStream. The results indicate that an increase in the level of ERM implementation reduces the cost of capital, which we argue is one mechanism through which ERM increases firm value. Future research can use our investigation to delve deeper into ERM and value creation topics.

Higher education requires access to Information and communication technologies (ICT’s). This exposure and access to ICT, coupled with the excessive usage of social media, has augmented the problem of cyberbullying among university students. Previous studies have investigated cyberbullying among school students while overlooking university students, who are actually more engaged in cyberbullying perpetration. In view of the gravity of the situation and its impact on the wellbeing of the university students, this study aims to understand the role of personal and psychological factors dragging Malaysian undergraduate students of public and private universities towards cyberbullying behaviour. In order to develop the framework, the study has utilized the ‘Theory of planned behavior’ and ‘Social Cognitive Theory’. The study is based on a quantitative research approach and employs a self-administered survey to collect data. The data has been analyzed through the Structured Equation Modeling (SEM) technique using SmartPLS. The results reveal that individual factors including cyberbullying awareness and personality traits are not associated with Malaysian undergraduate students’ cyberbullying behaviour. However, psychological factors, including self-esteem, internalizing behavior, and anti-social behavior, play an instrumental role in developing Malaysian undergraduate students’ cyberbullying attitude. The study also confirms that subjective norms assert a powerful positive impact on cyberbullying attitude of Malaysian undergraduates. Lastly, the study aims to contribute to the research on cyberbullying behavior by offering a conceptual validated model that predicts Malaysian university students’ cyberbullying behavior. This study also found that social media usage plays moderating role between cyberbullying intention and cyberbullying behavior. Parents, universities, and governments will benefit from this study by understanding factors to be considered when making a policy to reduce cyberbullying among university students.

The main purpose of this study is to find the factors affecting value co-creation behavior. This study also aimed to find the mediating role of customer co-creation attitude on the relationship between factors and value co-creation behavior. The target population selected for this study was the northern areas of Pakistan. The sample size of this study was (n=480) respondents. The data were collected at three different time's intervals, i.e. at the time, 1, independent variables data were collected at time 2 mediating variable was collected, and at time 3 dependent variable data was collected. This study results revealed that all factors have a positive and significant effect on customer value co-creation behavior. The results revealed that customer co-creation attitude has a positive and significant mediating role between factors and customer value co-creation behavior. The results of this study will open a new avenue in the tourism sector and as well for scholars and practitioners.

This paper aims to increase the efficiency of estimator through the optimal pairing of units in systematic sampling. The proposed Optimal Systematic Sampling Scheme is very simple, yet more general...

This paper empirically investigates the impact of overall sustainability reporting as well as its components (economic, environmental, and social sustainability reporting) on the cost of debt and equity capital for Malaysian oil and gas companies. The data was collected from 41 publicly listed oil and gas companies in Malaysia for the period from 2008 to 2017. Qualitative information was gathered for sustainability reporting and then converted into quantitative form by assigning weights according to the extent of reporting. The cost of capital information was sourced through Thomson Reuters Datastream. Panel data analysis was employed using generalized least square (GLS) random effects regression to examine the relationship between sustainability reporting and cost of capital. Firm reputation, size, and profitability were included as control variables. The findings indicate that overall sustainability reporting and one component, economic sustainability reporting, reduce both cost of debt and cost of equity. However, environmental sustainability reporting reduces only the cost of debt but does not reduce the cost of equity. Social sustainability reporting shows no effect on the cost of debt or equity. The findings of this paper should be useful for regulators, legislators, shareholders, creditors, and practitioners in pursuing sustainability practices that not only improve economic and environmental performance but also enhance overall performance by reducing the cost of capital. The results of the paper highlight that companies investing in sustainability can generate positive value through the enhancement of reputational capital. This study is the first to empirically investigate the relationship between overall sustainability reporting, including its three components, and the cost of both debt and equity capital.

Although social media-based brand equity has become a vital area of interest for brand managers, insights into its destination-based dynamics and applications remain scarce, specifically in the destination brand context. To address this gap, we develop and test a theoretical model to investigate the role of destination marketing organization-generated and tourist-generated social media communication to determine the brand awareness and brand image of the Gilgit-Baltistan region, which in turn influence customer-based brand equity (CBBE) (i.e. perceived quality), satisfaction, and loyalty. Data come from well-known tourist sites in Gilgit-Baltistan. Using the multi-sequential approach in WarpPLS 7.0, findings shows that the social media communication dimensions show differential impacts on brand awareness as a metric of CBBE. Second, destination awareness demonstrates a differential impact on perceived destination image dimensions. Third, the destination image dimensions exert different effects on the perceived quality of the destination. Fourth, perceived quality positively influences satisfaction, which in turn enhances loyalty. We offer important implications that emerged from the analyzes and also suggest directions for future research.

In the context of non-fuel retailing, the goal of this study is to find out what motivates frontline employees to participate in value cocreation activities with consumers. According to this study, frontline employees participate in value cocreation activities to attain the expected or perceived value they desire. Through the conduction of six interviews in Malaysia's automotive sector, this study used an exploratory technique to investigate the underlying characteristics of frontline employees' motives. Semi structured interviews were done with the use of a topic guide, but the researchers were not confined in their frame of reference, allowing them to explore for clarification and confirmation. The results of the interviews were examined using an idiographic technique and then compared using cross-case analysis. Professional identity, financial benefits, career progression opportunities, and workplace recognition are all motivators for frontline employees to cocreate value. Due to variances in the employees' past expectations, these reasons may change across different service situations. Managers may begin measuring and managing service interactions between frontline personnel and customers by understanding their motives to cocreate value.

Reporting is a method for businesses to communicate with their various stakeholders. While the factors contributing to sustainability reporting and disclosure have been thoroughly investigated, the findings are inconclusive. Similarly, the non-financial reporting literature is disclosed of operational and non-operational activities related to ecological as well as social disclosure of firm. However, in recent years, stakeholders have increased their demand for green innovation practices (GIPs) to be included as a new component of ecological reporting. Thus, companies' proactivity in adopting green innovation reporting is reflected (GIR). This research propounds enhancing transparency in sustainability reporting by including corporations' GIPs, which will increase the transparency level of firm operations and instil greater stakeholder confidence. To accomplish this study, the legitimacy and signalling theories were used as an environmental solution. Additionally, an exhaustive assessment of the literature was conducted in order to develop a GIR framework for enterprises to use when integrating GIPs into sustainability reporting. The outcome of this study indicates that current sustainability reporting takes a minimalist approach, with GIR being presented superficially. This non-financial reporting approach does not accurately reflect a company's genuine GIPs or the environmental effect of existing business operations. As such, this study calls for the integration of GIR into firms' sustainability reporting to accurately reflect their actual firm sustainable practices.

Purpose In the prevailing COVID-19 pandemic, organizations now are expected to serve customers who are highly conscious of safety and sanitation. Among others, the hospitality industry is significantly and negatively influenced by this pandemic. Given the unique characteristics of services, using advanced technology is not enough to create a memorable experience without physical interaction between service providers and customers. Thus, this study aims to define the “new normal” for service customers and to explore the “new service design” for the hotel industry. Design/methodology/approach As most of the Southeast Asian countries heavily rely on the tourism industry, this study focuses on one of the emerging tourism destinations in this region, Malaysia. The data is collected through in-depth interviews with 17 potential national and international tourists. Findings The results suggest that considering the “new normal” for customers, there is an immediate need for the hotel industry to revamp their service design by mainly practicing disinfection and sanitation activities, re-designing overall infrastructure and introducing promotional offers. Originality/value This study is novel in its kind as it provides useful guidelines for both practitioners and academicians/researchers. Under this crucial time, very few research is conducted specifically focusing on the hotel industry and tourists’ behaviors amidst the COVID-19 pandemic. The study will provide in-depth knowledge about tourists’ expectations from the hotel services, especially in their own voices.

Software development is a cooperative process, which relies upon the integration of knowledge spread across various domains. The shift from the industrial economy toward a decentralized knowledge-based economy has given knowledge more value and importance for organizations, which operate globally. Management of knowledge sharing activities becomes challenging and complex, specifically when operating in a globally distributed organization. The impact of “personal factors” and “environmental factors” on software developers with regard to knowledge sharing behavior in global software development organizations is an important subject, which is still not well discussed. The social cognitive theory has been utilized in the formation of the conceptual model with a focus on knowledge sharing behavior. This paper examines the impact of key factors, including “time zone difference,” “geographic distance,” “linguistic distance,” “trust,” “motivation,” and “social interaction” on knowledge sharing behavior. Self-administrative postal and online questionnaire were used as the medium of data collection. It was found that “social interaction” had the strongest impact on knowledge sharing behavior.

The purpose of this research is to develop a scale for measuring customer value co-creation attitude (CVCCA).,Scale development procedures are used for item generation, item purification and validation. Two studies are conducted. In Study 1, exploratory and confirmatory factor analysis is used to generate and confirm the factorial structure of the CVCCA construct. Study 2 validates the scale on a large field sample.,The study develops a new scale for measuring CVCCA. Results suggest that CVCCA is a higher-order construct comprising three dimensions: interaction attitude, knowledge sharing attitude and responsive attitude. Additionally, experiential value significantly predicts CVCCA, which subsequently leads to customer value co-creation behaviour confirming nomological validity of the scale.,The CVCCA scale should be of interest for researchers in exploring factors and outcomes of CVCCA. The scale is useful to managers who are interested in measuring their customers’ co-creation of value attitude and their willingness to engage in value co-creation behaviour.,This is the first scale using the service logic of marketing lens. The scale is found to be a valid and reliable tool to measure customer attitude to engage in value co-creation.

Purpose– The purpose of this paper is to investigate the influence of corporate brand experience (CBE) on customer value co-creation attitude and behaviour (CVCCA and CVCCB). By integrating congruity theory with the theory of reasoned action, the study proposes an integrated model for developing CVCCB in a retailing context.Design/methodology/approach– Structural Equation Modelling, using AMOS software was conducted using a sample of 711 respondents from four hypermarkets located in five Malaysian states.Findings– The research findings indicate that CBE plays a significant role for developing customer attitude and behaviour of value co-creation activities. Results show that CBE has a strong positive influence on CVCCA and subjective norms (SN) which further lead to CVCCB. SN were found to be a partial mediator between CBE and CVCCA. CVCCA was found to be a partial mediator between SN and CVCCB. Full mediation of CVCCA and SN between CBE and CVCCB is confirmed.Originality/value– The research contributes to value co-creation literature by proposing an integrated model for developing CVCCB in retailing. This research opens avenues for future research to consider the importance of brand experiences in value co-creation practices.

Despite the high relevance of Corporate Social Responsibility (CSR) in service businesses, investigations of its influence on the cruise sector are scarce. Relying on institutional theory, this study proposes a model with cruise customers’ trust and identification as the key factors between CSR reputation and customers’ loyalty. Using data from 292 cruise customers, results support the impact of customers’ perceived CSR reputation of cruise companies on two relational constructs and loyal behavior. Only customers’ identification mediates the relationships between reputation and brand loyalty. Thus, findings suggest that cruise customers likely form high-level loyal behavior when they perceive companies’ CSR activities and their similarities with such companies. From these significant findings, the authors draw several theoretical and practical implications, including the importance of enhancing the company’s focus on its CSR reputations. This study also provides directions to promote identity strengths for enhancing the impact of CSR reputation on company performance.

Value Co-Creation (VCC) is an emerging concept that has vast applications in theory and practice. Though previous research has provided enough insights on the customers' role in VCC, relatively less research exists on employee motivation to co-create value (EMCCV) with customers. Among other reasons for such less empirical investigations, one is the unavailability of measurement scale for EMCCV. Therefore, the drive of this study is to conceptualize, develop, and validate a scale to measure EMCCV. Drawing from the expectancy theory and adapting the standard scale development procedure, this study develops EMCCV as a higher-order construct that constitutes four dimensions namely professional identity, financial motives, recognition motives, and career opportunities motives measured by 17 items. The measurement scale is developed in the context of automotive service centers; however, it has a broader application on the frontliners of all service industries and can be adapted in other service-oriented contexts. The scale is tested in a theoretical framework and has provided sound reliability, convergent, discriminant, and nomological validity.

The study aims to investigate the factors that contribute to children’s subjective well-being. We used playful-consumption experiences in children’s smartphone usage to determine their subjective well-being. In total, 210 valid responses were obtained from the parents and analyzed using PLS-SEM in SmartPLS 3.2.8. The results of the measurement model revealed that the investigated constructs were reliable and valid. The findings based on the structural model revealed that children’s emotional involvement, enjoyment, and sensory experiences with smartphones positively influenced their subjective well-being. However, children’s fantasy, escapism, arousal, and role-projection experiences with smartphones failed to impact children’s subjective well-being. The study is among the pioneers to investigate children’s subjective well-being from the perspective of smartphone usage and playful-consumption experiences.

The study examines the critical role of customer experience in determining hotel brand loyalty and the moderating role of gender, loyalty card membership, age, and critical incident recovery in this relationship. Based on a sample of 408 hotel guests and employing structural equation modeling approach, dimensions that comprise ‘customer experience with hotel brands’—hotel location, hotel staff competence, hotel stay, and ambience, hotel website and social media, and guest-to-guest experience—are found to have relative effects on hotel brand loyalty. The results contribute to hospitality realm by suggesting the moderating effect of gender, loyalty card membership, age, and critical incident recovery on customer experience-loyalty relationship. Implications for managerial practice and theory are discussed together with limitations and further research directions.

Purpose – The purpose of this paper is to study the influence of entrepreneurial attributes, subjective norms and perceived desirability on entrepreneurial intentions. Design/methodology/approach – The data were collected from the business students of the Quaid-i-Azam School of Management Sciences, Quaid-i-Azam University, Islamabad, Pakistan. In total, 200 questionnaires were circulated among students of which, 185 were returned, representing 92.5 per cent response rate. After discarding incomplete and biased questionnaires, 170 were left for further analysis. The SPSS 20.0 was used to perform statistical analysis. Findings – The research finds that students’ entrepreneurial attitude, perceived desirability and subjective norms significantly lead to the development of students’ intentions to become entrepreneurs. Interestingly, the student’s existing skills and capabilities do not prove to be a significant predictor of their intentions to become entrepreneurs. The study concludes that the students can become successful entrepreneurs even without existing entrepreneurial skills and capabilities, provided that they have the entrepreneurial attitude, desirability and support by the community. Research limitations/implications – Limited sample size is one of the main limitations which confines its generalizability. Nonetheless, this research can create a ripple effect to further explore the factors on a large-scale sample in different cities, universities and countries. Originality/value – In the existing economic crises in the country, developing entrepreneurs is one of the important ways to boost-up financial growth. Students are one of the best potential segments, in this regard, to be developed as potential future entrepreneurs. Research on student’s intentions to become entrepreneurs in Pakistan is limited. This research had added value in both theory and practice by identifying the factors that can develop students’ intentions to become entrepreneurs.

This article studies the DART model and its importance in developing actors value co-creation attitude and behavior within the firms’ micro-level ecosystem. Fifteen propositions are proposed based on the literature from service-dominant logic perspective. Two major contributions are made. First, the article provides the importance and need of co-creation between the actors such as frontline employees with internal service providers in firms’ micro-level ecosystem. Second, it highlights the dialogue, access, risk and transparency as important factors that can develop actors’ attitude towards engagement in co-creation which subsequently lead to actors’ actual engagement in co-creation. The article is conceptual and needs empirical validation.

Purpose – The purpose of this paper is to explore the direct and indirect influence of brand experience on a customer's brand attitude, brand credibility and customer-based brand equity. Design/methodology/approach Design/methodology/approach – The data were collected from 400 users of mobile hand sets, using convenience sampling technique. Data were analysed using structural equation modelling procedure to test the proposed relationships in the model. Findings Findings – The results indicate that the data were a good fit to the proposed model. All the paths in the model remained statistically significant. Although, Chi square test was not significant (6.10, df, 2, p Research limitations/implications – This research investigates the proposed model for a single product category. Future researchers can test the model for other product and service categories. Also, this research only explores the three most critical outcomes of brand experience; however future researchers can incorporate satisfaction, loyalty and commitment as the possible outcome of brand experience. Practical implications – This study demonstrates that brand experience can directly and indirectly influence some of the most important concepts in branding literature. This model will help managers to understand how investments in different aspects of branding process lead towards brand differentiation. Originality/value – This research is the first of its type that incorporates brand credibility, attitude and equity as the consequences of brand experience in a single causal model.

The objective of this research is two fold. First is to determine the impact of brand experience, brand trust and affective commitment on purchase intentions. Second is to ascertain the mediating role of brand love in the relationships of purchase intentions and word-of-mouth. The data was obtained from 265 cell phone customers from Islamabad and Rawalpindi cities of the Islamic Republic of Pakistan. Simple random sampling technique was used for the collection of data and the data was analyzed in SPSS 15.0 where correlation and regression analyses were performed. Results indicate that brand experience, brand trust and affective commitment have significant positive impacts on purchase intentions. In this relationship, the intensity of the impact of affective commitment is quite high as compared to other variables. Other results revealed that purchase intentions significantly predict brand love and word-of-mouth, and brand love also significantly predicts word-of-mouth. And finally, brand love has partial mediation affect in the relationship of purchase intentions and word-of-mouth.

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 the data analysis. Three dimensions of customer citizenship behavior namely helping behavior, feedback and tolerance were regressed on corporate brand experience. Findings reveal that customers' helping behavior and tolerance behavior has positive impact on corporate brand experience while customers' feedback has insignificant impact on corporate brand experience. This research is unique in its investigation as corporate brand experience as consequence of customer citizenship behavior has not been investigated in the past literature.

The research on customer citizenship behavior is getting much attention in service marketing literature. However, past researches in finding antecedents of customer citizenship behavior are limited to intrinsic value while the role of extrinsic value in customer citizenship behavior is largely ignored. The aim of this study is to fill this gap by investigating the effect of extrinsic experiential value on customer citizenship behavior. The data was collected from 800 customers of four hypermarkets located in five states of Malaysia. The covariance-based structural equation modeling approach was used to analyze the data. Findings indicate that extrinsic value has significant and positive impact on all four dimensions (feedback, helping, advocacy, tolerance) of customer citizenship behavior. The findings suggest that extrinsic value, that is, customer return on investment and service excellence, are important source for developing customer citizenship behavior. Therefore, there is dire need to focus on extrinsic value to achieve customer citizenship behavior which will subsequently lead to gain competitive advantage.