... with a fictional Chinese smartphone brand community. Findings Results showed that brand community social responsibility influenced brand community citizenship behavior but did not directly influence brand citizenship behavior. Collective self-esteem respectively mediated the relationships between brand...

...Sang Bong Lee; Shih-Hao Liu; Carl P. Maertz; Nitish Singh; James Fisher Purpose This study aims to identify different antecedents and reveal divergent moderating effects of horizontal collectivism, thereby unlocking the asymmetric mechanisms for employees’ brand citizenship behavior (BCB...

.../approach The conceptual model was empirically tested using structural equation modeling based on a sample of 442 participants. Findings The findings support a sequential mediation model in which employee-created social media content impacts perceptions of brand citizenship behavior (BCB...

... for the predictive nature of DC on CBC was found. Based on the compatibility principle, relationships between DC and department citizenship behavior (DCB) as well as between CBC and brand citizenship behavior (BCB) are empirically supported. Negligible spillover effects were found. Research limitations...