PERAN EMOTIONAL BRANDING ATTACHMENT TERHADAP CUSTOMER CITIZENSHIP BEHAVIOR PADA PERGURUAN TINGGI
DOI:
https://doi.org/10.35446/bisniskompetif.v4i3.2580Abstract
This study aims to examine the influence of Emotional Brand Attachment (EBA) on Customer Citizenship Behavior (CCB) among university students. As competition in higher education intensifies, understanding the psychological factors that drive students to engage in voluntary behaviors that benefit their institutions becomes increasingly important. Emotional Brand Attachment reflects students’ emotional connection with their university, including feelings of trust, pride, and commitment. Customer Citizenship Behavior refers to voluntary actions performed by students that contribute positively to the institution, such as providing feedback, recommending the university to others, and assisting fellow students.
Using a quantitative survey approach, data were collected from 200 active students from various higher education institutions in Pekanbaru. The analysis was conducted using SPSS to test the direct effect between variables. The results show that Emotional Brand Attachment has a positive and significant effect on Customer Citizenship Behavior. This finding indicates that students who feel emotionally attached to their university are more likely to engage in extra-role behaviors that support the institution’s image and service quality.
The study contributes to the literature by providing empirical evidence on the role of emotional factors in shaping student behaviors within the context of Indonesian higher education, an area that remains underexplored. Practically, the findings highlight the importance for universities to strengthen emotional connections with students through meaningful experiences, supportive academic environments, and strong institutional identity. Future research may explore additional mediating or moderating variables to deepen understanding of the mechanisms linking EBA and CCB.
References
Abdullah, A., Razak, A., & Bustami, R. (2015). Service quality in higher education: A review and research agenda. International Journal of Quality and Service Sciences, 7(2), 170–185.
Balaji, M. S. (2014). Managing customer citizenship behavior: A relationship perspective. Journal of Strategic Marketing, 22(3), 222–239.
Black, I. R., & Veloutsou, C. (2017). Working consumers: Co-creation of brand identity, consumer identity and brand community identity. Journal of Business Research, 70, 416–429.
Choi, L., Lawry, C. A., & Kim, M. (2019). The role of emotions in customer citizenship behavior. Service Industries Journal, 39(9–10), 709–733.
Dennis, C., Papagiannidis, S., Alamanos, E., & Bourlakis, M. (2016). The role of brand attachment strength in higher education. Journal of Business Research, 69(8), 3049–3057.
Foroudi, P., Jin, Z., Gupta, S., Foroudi, M. M., & Kitchen, P. J. (2016). Co-creation and the brand experience. European Journal of Marketing, 50(6), 1–28.
Groth, M. (2005). Customers as good soldiers: Examining citizenship behaviors in internet service deliveries. Journal of Management, 31(1), 7–27.
Hrnjic, A. (2016). Enhancing student loyalty in higher education institutions. Journal of Education and Training Studies, 4(12), 1–9.
Hinson, R. (2006). Exploring service quality in higher education: A case of a Ghanaian public university. Academy of Educational Leadership Journal, 10(1), 71–81.
Iglesias, O., Markovic, S., & Rialp, J. (2020). How does sensory brand experience influence brand credibility? International Journal of Hospitality Management, 86, 102–111.
Le, H. T. P. M., Kim, D., & Park, J. (2024). Customer citizenship behavior in service encounters. Journal of Services Marketing, 38(1), 45–59.
Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional brand attachment and brand personality. Journal of Marketing, 75(4), 35–52.
Oldfield, B. M., & Baron, S. (2000). Student perceptions of service quality in a UK university business and management faculty. Quality Assurance in Education, 8(2), 85–95.
Pansari, A., & Kumar, V. (2017). Customer engagement: The construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294–311.
Prihartini, E., & Abdullah, D. (2023). Higher education service improvements in Indonesia. International Journal of Evaluation and Research in Education, 12(1), 345–355.
Schmitt, B., Brakus, J. J., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68.
Sharif, K., & Sidi Lemine, M. (2024). Emotional brand attachment and student citizenship behavior in higher education. Journal of Marketing for Higher Education, 34(1), 1–26.
Tomlinson, M. (2017). Student perceptions of themselves as customers of higher education. British Journal of Sociology of Education, 38(4), 450–467.
Woodall, T., Hiller, A., & Resnick, S. (2014). Making sense of higher education: Students as consumers and the value of higher education. Studies in Higher Education, 39(1), 48–67.
Zhang, H., Fu, X., Cai, L. A., & Lu, L. (2018). Destination image and tourist loyalty in China. Tourism Management, 66, 337–347.
Downloads
Published
Versions
- 2026-02-12 (3)
- 2025-12-27 (2)
- 2025-12-27 (1)
