The consumer value-based brand citizenship behavior model: Evidence from local and global coffee businesses

Abstract

ABSTRACTIn consumer behavior research, one of the well-documented outcomes of the globalization is the development of consumers’ personal values, feelings, and behaviors. Based on local-global consumer values, this study examined a conceptual model that proposed the interrelationships across three dimensions of consumer value (i.e., global connectedness, cultural identity, and consumer ethnocentrism), brand engagement, and three dimensions of brand citizenship behavior (i.e., brand enthusiasm, brand endorsement, and helping behavior). Results confirmed that global connectedness and consumer ethnocentrism played critical roles in nurturing brand engagement. Brand engagement further enhanced customers’ brand citizenship behaviors. Moreover, results identified that the brand origin (i.e., local and global brands) moderated two of the hypothesized relationships (i.e., the impact of consumer ethnocentrism on brand engagement and the impact of brand engagement on brand endorsement). This paper further provided implications to management in the industry and hospitality researchers.