The influences of customer citizenship behaviors on brand reputation

Company reputation, as one of firm marketing performance indexes, has been a focus in brand research field for many years. Assessments of the influences of customer citizenship behaviors (CCBs) on manufacture brand reputation (MBR) and distributor brand reputation (DBR) are the primary focus of this paper. CCBs are voluntary, outside of the customer´s required role for service delivery, which provide assistance and are conducive to effective organizational functioning. In this paper, CCBs are the predictors of MBR and DBR. Further, DBR serves as a mediator of the effects of CCBs on MBR. The findings offer new insights into the role of CCBs and the effects on key marketing outcomes, with important implications for marketing theory and practice.