Abstract
This study applies the Stimulus-Organism-Response (SOR) theory to examine the influence of brand communication on customer citizenship behavior and brand preference, while stimultaneously investigating the mediating role of brand image in this relationship among customers in Ho Chi Minh City. Based on a survey of 263 consumers and employing partial least squares structural equation modeling (PLS-SEM), the findings indicate that brand communication positively affects both customer citizenship behavior and brand preference. Moreover, brand image plays a mediating role in the relationship between brand communication and both customer citizenship behavior and brand preference. Based on these findings, the study offers several managerial implications for firms in designing and implementing brand communication strategies that enhance customer engagement, voluntary supportive behaviors, and brand preference.
Keywords: Customer citizenship behavior, Brand image, Brand preference, Brand communication, PLS-SEM.
JEL classification: D21, D22, M31, M37.
DOI: 10.63767/TCKT.36.2026.58.65
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
