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1-2 of 2
Keywords: Customer citizenship behaviour
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Journal Articles
Journal of Hospitality and Tourism Insights (2026) 9 (5): 2145–2164.
Published: 20 January 2026
...Mei Kei Leong; Kim Leng Khoo; Cindy Ngun Purpose The present study aims to scrutinise the relationship between activism, brand perception and customer citizenship behaviour mediated by brand trust and brand pride. Additionally, the study included ethical beliefs as a moderator of the relationship...
Journal Articles
Journal of Hospitality and Tourism Insights (2025) 8 (6): 2206–2231.
Published: 30 January 2025
... (CCCP) conducting hotel dialogue, access, risk assessment and transparency (DART) activities; customer participation behaviour (CPB – information seeking, information sharing, responsible behaviour and personal interaction); customer citizenship behaviour (CCB – feedback, advocacy, helping and tolerance...
