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

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.