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The Mediating Effect of Brand Community Commitment on the Relationship between Brand Trust, Brand Love and Customer Citizenship Behavior: Evidence from Malaysia

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  • Siti Noor Aishah Mohd Sidik

    (Faculty Business and Management, Universiti Teknologi Mara 23000 Dungun, Terengganu, Malaysia)

  • Adilah Othman

    (Faculty Business and Management, Universiti Teknologi Mara 23000 Dungun, Terengganu, Malaysia)

  • Chuan Huat Ong

    (Graduate School of Business, SEGi University, 47810 Damansara, Malaysia)

  • Nabihah Muhammad

    (Academy Contemporary Islamic Studies, Universiti Teknologi Mara 23000 Dungun, Terengganu, Malaysia)

Abstract

This study examines the relationship between brand trust, brand love and brand community commitment on customer citizenship behaviour (CCB) as well as the mediating effect of brand community commitment in the relationship between brand trust and brand love on CCB. The data collection process is accomplished using online surveys. Partial Least Squares Structural Equation Modelling (PLS-SEM) 3.0 is used for the data analysis. Survey from 240 members of online automobile brand communities reveals that brand trust and brand love play a vital role in influencing brand community commitment and CCB. Brand community commitment also mediates the relationship between brand trust and brand love on CCB. Implication and research suggestions are further highlighted for future studies.

Suggested Citation

  • Siti Noor Aishah Mohd Sidik & Adilah Othman & Chuan Huat Ong & Nabihah Muhammad, 2025. "The Mediating Effect of Brand Community Commitment on the Relationship between Brand Trust, Brand Love and Customer Citizenship Behavior: Evidence from Malaysia," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(3), pages 1113-1129, March.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-3:p:1113-1129
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