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This study aims to analyse a proposed model depicting the direct and indirect relationship between consumer perceptions of corporate social responsibility (CSR) and customer citizenship behaviour (CCB) in the banking industry.

In this study, data was collected from banking consumers in India. The final sample included 505 responses. The hypotheses were tested using structural equation modelling.

The findings suggest that consumer perceptions of CSR are positively related to consumer identification with the company and CCB. Also, the relationship between consumer perception of CSR and CCB is mediated through consumer–company identification. This suggests that CSR activities are positively related with the consumer identification with their company, which encourages CCB.

This study contributes empirically and theoretically to expand the limited knowledge about the cognitive link between CSR and consumer behaviour. This study provides new insights about the proposed relationships related to the effects of consumer perception of CSR on CCB.

Prior research does not provide a clear picture of how managers can effectively manage customer in-role and extra-role behaviours in a retail setting. This study aims to test the differential impact of the two main customer relationship predictor paths – identity-based and satisfaction-based paths – on customer in-role and extra-role behaviours.

A random sample of 500 customers from the flagship store of an up-market, international department store chain participated in a written survey. Purchase spending data for each customer was obtained from the retailer’s loyalty card database.

The two studied predictor paths possess a differential impact on customer extra-role behaviours. Civic virtue and co-creation behaviours are exclusively driven by the identity-based path, whereas sportsmanship is driven solely by the satisfaction-based path. Moreover, the identity-based path impacts purchase behaviour only when symbolic purchase motivation is high. Overall satisfaction has no impact on purchase behaviour.

In some retailing contexts, extra-role behaviours such as co-creation or civic virtue might simply be irrelevant (e.g. discount chains).

Managers, who have the intention to stimulate customers to give constructive feedback on products or services, or to involve them in co-creation activities, are well advised to also invest in identity-based path activities.

This study is the first to empirically test the effects of customer identification and overall customer satisfaction on the various dimensions of customer in-role and extra-role behaviours. Customer extra-role behaviours should not be conceptualised as one global construct but should comprise distinct dimensions of discretionary behaviours that have different antecedents.

This study aims to examine the effect of halal company identity includes halal identity similarity, halal identity distinctiveness and halal identity prestige on customer satisfaction and customer trust. Furthermore, it verifies the influence of customer satisfaction and customer trust on customer-company identification. Finally, it explores the effect of customer-company identification on halal restaurant loyalty.

This study selected a sample of halal restaurants in the area of Semarang City, Indonesia, using a purposive sampling method with a total of 520 respondents. The data analysis uses confirmatory factor analysis to identify discriminant and convergent validity and then structural equation modeling is used to validate the hypotheses.

The result showed that all aspects of halal company identity, namely, halal identity similarity, halal identity distinctiveness and halal identity prestige, significantly affect customer satisfaction. Halal identity similarity and halal identity distinctiveness insignificantly affect customer trust; however, halal identity prestige successfully affects customer trust. Both customer satisfaction and customer trust positively impact customer-company identification and, in turn, customer-company identification impacts halal restaurant loyalty.

This study contributes to the theory of halal tourism based on social identity theory and the theory of relationship quality in achieving customer loyalty of halal restaurants.

By drawing on theories of social identity, attraction, social comparison and consumer identification, this research seeks to examine how consumers' perceptions of other customers of an organisation (the other customer effect) may have an influence on corporate image and consumer‐company identification. This study aims to test a model integrating these constructs in two contexts, i.e. products and services. It also seeks to investigate the attitudinal and behavioural consequences of a favourable corporate image in order to provide more insights to the argument that a corporate marketing approach helps to enhance marketing performance.

A survey of a convenience sample of 383 adult consumers is conducted. Structural Equation Modelling (SEM) is employed in order to test the proposed model. An alternative model is examined both in products and in services contexts.

The results indicate that perceptions about other customers influence customers' affective and behavioural reactions towards a company for both products and services. This finding suggests that corporate‐level marketing activities aiming to increase interaction among consumers lead to favourable corporate image and higher consumer‐company identification and hence desirable marketing outcomes. Furthermore, results show that for services the other customer effect is more prominent than for product offerings.

This study extends the concept of other customer effect to the context of corporate image and consumer‐company identification studies. It provides evidence that shifting towards corporate‐level marketing gives organisations another avenue for gaining a distinct position in the minds of consumers. Furthermore, by addressing both service and product contexts, it shows that other customer effect may exist beyond services studies.

The purpose of this paper is to examine whether customer-company identification (CCI) can transfer from one organization to the next within the context of service alliances.

A between-subjects experiment using a fictitious alliance and a field study focused on a real alliance tests identification transfer at the time of a service alliance announcement and while the service alliance is in operation.

Identification transfer is enabled by an exclusive service alliance but not an inclusive one. For identification transfer to be maintained, customers must perceive the companies as a coherent group (i.e. high entitativity) and have close physical proximity to the alliance.

By drawing heavily on self-categorization theory for the proposed effects, the current research provides a new theoretical framework to the service and brand alliance literature that contrasts with the attitude-based theories commonly used. Furthermore, the current research explores how company-company relationships influence CCI whereas most research has focused on characteristics of the customer-company relationship. These two differences suggest service alliances provide more value to the companies and customers than currently realized.

Based on the principles of the stakeholder management theory, the purpose of this paper is to explore customers’ multidimensional perceptions of both banking companies and the corporate social responsibility (CSR) orientations of these companies. The paper also explores how these multidimensional perceptions affect customer identification and satisfaction towards banking companies.

A structural equation model is tested using information collected from 1,124 banking service customers.

The findings demonstrate that customers’ perceptions of customer-related CSR and broad legal and ethical issues have significant positive impact on both customer identification and satisfaction with banking companies. Perceptions of shareholder-related CSR also significantly boost customer satisfaction. In contrast, perceptions of employee- and community-related CSR do not have a profound effect on customer identification or satisfaction. These findings also confirm the importance of customer identification with the company as a key mediator in their satisfaction responses to the multidimensional perceptions of the companies’ CSR orientations.

The contribution of the paper is based on the exploration of a multidimensional approach, relying on the principles of the stakeholder management theory to study customer responses and perceptions of the CSR orientations of banking companies. Previous scholars have reported mixed findings while exploring customer responses to their perceptions of companies’ CSR orientations. However, they frequently considered customer CSR perceptions either as one-dimensional or a reflective second-order construct, thus ignoring the possibility of multidimensional CSR perceptions having multiple effects on customer responses such as identification and satisfaction.

Environmental issues have triggered the need for sustainable behavior around the globe. The tourism industry’s rapid growth also contributes to environmental degradation through natural resource depletion and excess water and energy utilization. Based on social identity theory, this study aims to assess the impact of environmental corporate social responsibility initiatives on green customers’ citizenship behavior. Furthermore, the study assesses the mediating effects of green trust, customer–company identification and green image.

This study is a quantitative approach, and purposive sampling technique was used to collect the data from the hotels’ customers from northern areas of Pakistan. This study used partial least square-structural equation modeling to analyze the data of 426 customers.

The study’s findings show that environmental corporate social responsibility initiatives significantly impact green customers’ citizenship behavior, green trust, customer–company identification and green corporate image. However, the relationship between green corporate image and green customers’ citizenship behavior was insignificant. Furthermore, the study’s results revealed that green trust and customer–company identification partially mediate between environmental corporate social responsibility initiatives and green customers’ citizenship behavior.

The findings suggest that hotels’ environmental corporate social responsibility initiatives improve green customer citizenship behavior, green trust and enhance customer–company identification. Therefore, hotel industry managers should consider reinforcing existing environmental corporate social responsibility initiatives and make further efforts to highlight the importance of such initiatives for environmental sustainability, which ultimately affects customers’ green customer citizenship behavior.

This research developed a novel framework to understand green customers’ citizenship behavior in the tourism industry. It extended the literature on environmental corporate social responsibility initiatives and green customers’ citizenship behavior. In addition, the research adds value by confirming the significant direct and mediating role of customer–company identification in tourism industry context.

This study aims to uncover the underlying multiple intervening mechanisms between corporate social responsibility (CSR) and customer loyalty. Social identity and social exchange theories offer the ground for prediction that the primary outcomes of CSR initiatives are customer–company (C–C) identification and customer trust, which in turn affect customer loyalty. Also, the differential effect of CSR behaviors toward specific stakeholder groups on customer attitudes and behaviors are examined.

Data were collected from 333 customers of telecommunication companies in Greece. Structural equation modeling was used to test the postulated relationships.

The findings demonstrate that both C–C identification and customer trust intervene in the relationship between customer perceptions of CSR and customer loyalty; however, the identification mechanism is stronger than the trust mechanism in building customer loyalty while C–C identification seems to drive customer trust. Moreover, out of the three CSR components (customers, employees, and society/environment) that were considered as relevant to customers and were investigated, customer-centric activities were found to be the stronger predictor of both C–C identification and customer trust. Also, CSR toward society/environment was found to positively influence C–C identification.

The findings of this research can assist practitioners in effectively conceptualizing CSR image from a customers’ point of view and designing their company’s CSR and communication strategies to boost positive customer responses and strong long-term relationships.

The current study provides further insights into the complex relationship between CSR and customer responses and the impact that different CSR activities may have on customers.

This study aims to examine consumption emotions and customer–company identification as mediating variables to explore the association of perceived corporate social responsibility (CSR) on green consumer behavior in a hospitality–lodging context.

Using a stimulus–organism–response framework, an integrated model is developed. The hypothesized relationships of the research model are tested using the structural equation modeling technique. Data were gathered from hotel guests at a UNESCO World Heritage Site in China.

Perceived CSR directly affects positive emotions, negative emotions and customer–company identification. Positive emotions significantly influence customer–company identification. Positive emotions and customer–company identification partially mediate the relationship between perceived CSR and green consumer behavior. Hotel type was not found to be a moderating factor.

Perceived CSR can act to influence consumers’ behaviors more broadly via an increased likelihood of engaging in green consumer behavior. Implementing CSR strategies at the company level may provide additional benefits to society as a whole. The proposed relationships need to be replicated in other service organizations, segments and cultures to better assess the generalizability of the findings.

This study investigates the association between consumption emotions and customer–company identification, which has been missing in the tourism/hospitality literature. This study also extends previous CSR literature by examining the potential moderating role of hospitality type.

This study aims to examine the internal brand knowledge dissemination process in the banking sector and its effects on employees. Specifically, it focuses on the key roles of employee identification with both the organization and with the customer as antecedents of behaviors supportive of the brand, i.e. employee citizenship behaviors and recommendation behaviors.

An empirical study was carried out in a major Spanish bank. Data gathered from a survey of 315 employees were analyzed through structural equation modeling.

The results showed that employees' perceptions of brand value congruence are key in explaining their identification with both the organization and with the customer. However, the employees' perceptions of the brand's authenticity explained only their recommendations of the bank as a good place to work.

These findings contribute to the advance in the current knowledge of the role of variables such as brand authenticity and employee–customer identification in internal brand management. From a managerial viewpoint, the results provide insights into the importance of employees' perceptions and attitudes when it comes to brand knowledge dissemination.