Building customer citizership behavior through multiple selt-congruencies with brand passion as a mediator-a case of LeTAO Thailand Brand Community on Facebook Page

Name: Dolnapa Tumwattana

LCSH: Kasetsart University -- Dissertations. Ph.D. (Business Administration) 2020

Classification :.LCCS: HD69.B7

LCSH: Kasetsart University. -- Faculty of Business Administration -- Dissertations

LCSH: Brand name products

LCSH: Consumer behavior

LCSH: Customer loyalty

LCSH: Self-perception

Abstract: This research aims to study the relationship between Multiple Self-congruencies (MSC), Brand Passion (BP) and Customer Citizenship Behavior (CCB). The authors used the Structural Equation Model (SEM) to test the effects on the relationship of Multiple Self-congruencies (MSC) on Brand Passion (BP) and Customer Citizenship Behavior (CCB), where Brand Passion (BP) acted as the mediator to the relationship between Multiple Self-congruencies (MSC) and Customer Citizenship Behavior (CCB). The samples for this research consisted of LeTAO Thailand’s customers who are fans of the LeTAO Thailand Facebook page. The total of 530 survey samples were obtained online and at two LeTAO Cafés. The results of the fitted Structural Equation Model were chi-square = 4,888.4, p-value less than 0.0000. The result was significant at p < 0.05. The fit indices was CMIN/DF =2.680, CFI = 0.948, GFI = 0.803, NFI = 0.919, RFI = 0.912, TLI = 0.943, IFI = 0.948 and RMSEA = 0.056. Multiple Self-congruencies (MSC) measured in different aspects adapted from the Customer Centric Model of the Social media based Brand community by McAlexander et al. (2002). The aspects include product, brand, other customers and celebrity to determine effective levels at factor loadings with p-value< 0.001. The results revealed Self and Product Congruence = 0.994, Self and Brand Congruence = 0.983, Self and Other Consumer Congruence = 0.913, and Self and Celebrity Congruence = 0.818. The research revealed that marketing strategies should build a relationship between customer’s self and elements of the brand effect Brand Passion (BP) and Customer Citizenship Behavior (CCB), with a standardized value = 0.641 and 0.665 at p-value < 0.001. The relationship between Multiple Self-congruencies (MSC) and Customer Citizenship Behavior (CCB) showed both direct and indirect effects with Brand Passion (BP) is a mediator. The standardized value of positive direct effect was 0.230 and the standardized indirect effect value was 0.435, respectively at p-value < 0.001. Brand Passion (BP) also had a positive direct effect on Customer Citizenship Behavior (CCB) with the standardized value of 0.678 at p-value < 0.001. The research implies that companies must develop a community with communication strategies that tie customers to the elements of the brand. This allows customers to become passionate about the brand and become citizens of the brand instead of just loyal customers.

Kasetsart University. Office of the University Library

Address: Bangkok

Email: tdckulib@ku.ac.th

Name: Thongchai Srivardhana

Role: Thesis Advisor

Name: Nawin Minakan

Role: Thesis CO-Advisor

Name: Tipparat Laohavichien

Role: Thesis CO-Advisor

Created: 2020

Modified: 2025-07-02

Issued: 2025-07-02

วิทยานิพนธ์/Thesis

application/pdf

URL: https://www.lib.ku.ac.th/KUthesis/2563/dolnapa-tum-all.pdf

CallNumber: HD69.B7 .D64

eng

DegreeName: Doctor of Philosophy

Level: Doctoral Degraee

Descipline: Business Administration

Grantor: Kasetsart University

©copyrights Kasetsart University

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