All Consumers Are Same for the Effect of Brand Citizenship Behaviors?: The Role of Nationality

Ezgi Erkmen


Managing brand related attitudes and behaviors of customer contact employees has gained importance for airline services recently. However, there is still need for further understanding of employees’ brand related behaviors and their effect on consumers. Therefore, the purpose of this study is to understand the moderating role of consumer nationality on the link between employee brand behaviors and consumers’ relation with the brand in terms of their trust and commitment in the airline industry. This study analyzed both service employees and consumers in the same research model to understand the effect of brand citizenship behaviors of employees on consumer brand relationship as well as the role of nationality on brand trust and commitment of consumers. The uniqueness of this study is to integration of nationality as a moderator into the link between employee behaviors and consumer brand relationship as well as using both employees and customers in the same research setting. While the results suggest that airline employees’ brand related behaviors have a significant effect on passengers’ trust, the relation is moderated by consumers’ nationality. Specifically, the brand trust is higher for the passengers who are from the same nationality with the employees.

Full Text:



Copyright (c)

International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online) E-mail:

Copyright © Canadian Center of Science and Education

To make sure that you can receive messages from us, please add the '' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.