TY - JOUR
T1 - Examining the boundary conditions of customer citizenship behaviour: a focus on consumption ritual
AU - Gilde, Christian
AU - Pace, Stefano
AU - Pervan, Simon J
AU - Strong, Carolyn
PY - 2011
Y1 - 2011
N2 - Customer citizenship behaviour (CCB) is discretionary activity by a customer, over and above the normal requirements of an exchange, which benefit the firm. In this study, a review is conducted of the range of activity positioned as customer citizenship behaviour and a call is made to broaden the boundary conditions within which this activity falls. A four by three framework is developed in terms of exchange focus and time of exchange. Through this lens, new behaviours are identified, including marketing hype and consumption rituals. Qualitative research is presented on consumption rituals in a major sporting event: premiership rugby. Findings suggest that managers need to understand the time, space and practices within which their brands can have relevance. This will enable firms to position their brands to both benefit from CCB activity as well as form part of CCB activity.
AB - Customer citizenship behaviour (CCB) is discretionary activity by a customer, over and above the normal requirements of an exchange, which benefit the firm. In this study, a review is conducted of the range of activity positioned as customer citizenship behaviour and a call is made to broaden the boundary conditions within which this activity falls. A four by three framework is developed in terms of exchange focus and time of exchange. Through this lens, new behaviours are identified, including marketing hype and consumption rituals. Qualitative research is presented on consumption rituals in a major sporting event: premiership rugby. Findings suggest that managers need to understand the time, space and practices within which their brands can have relevance. This will enable firms to position their brands to both benefit from CCB activity as well as form part of CCB activity.
UR - http://www.scopus.com/inward/record.url?scp=84858982441&partnerID=8YFLogxK
UR - http://dx.doi.org/10.1080/0965254X.2011.603053
U2 - 10.1080/0965254X.2011.603053
DO - 10.1080/0965254X.2011.603053
M3 - Article
SN - 0965-254X
VL - 19
SP - 619
EP - 631
JO - Journal of Strategic Marketing
JF - Journal of Strategic Marketing
IS - 7
ER -