... 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...

...Salman Yousaf; Huaibin Li Purpose – This paper aims to show how the relative global status of a country influences its internal country reputation and resulting social cognitions of citizens. Design/methodology/approach – The theories of social identity and collective self-esteem were...