Does Brand Authenticity Contribute to Customer Citizenship Behavior: The Mediating Role of Self-Brand Connection and Brand Prominence?

The factors influencing customer citizenship behavior (CCB) are critical in the hospitality literature. This area is worth investigating, considering the potential value CCB generates for the company. This study aims to examine brand authenticity’s direct and indirect influence on CCB and identifies critical antecedents of CCB. Also, this study investigates the mediating role of brand self-connection and brand prominence in the relationship between brand authenticity and CCB. Data was collected through a self-administered questionnaire, which surveyed 415 hotel guests. Structural equation modeling (SEM) is used to analyze the data. The findings supported the role of brand authenticity, self-brand connection, and brand prominence in predicting the CCB in hospitality services. This study enhances the theoretical underpinning of brand authenticity and CCB in consumer behavior research by acknowledging the significance of self-brand connection and brand prominence and applying them in the hospitality sector.