Customer Citizenship Behavior in Customer Networks: an Analysis in the Lens of Network and Consumer Value Theories
Most studies that investigate customer citizenship behavior (CCB) in customer networks neglect the impact of networks’ structures on it. Our work is the first to fulfill this gap proposing a framework showing the extent to which CCB depends on the network’s structure and on the purposes customers expect to achieve.
Renata Martins, Sofia Batista Ferraz, and Felipe Zambaldi (2020) ,"Customer Citizenship Behavior in Customer Networks: an Analysis in the Lens of Network and Consumer Value Theories", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1181-1181.
Renata Martins, Fundação Getúlio Vargas
Sofia Batista Ferraz, EAESP-FGV, Brazil
Felipe Zambaldi, FGV/EAESP
NA - Advances in Consumer Research Volume 48 | 2020
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