CONSUMER WELL-BEING: PERAN BRAND AUTHENTICITY DAN DAMPAKNYA TERHADAP CONSUMER CITIZENSHIP BEHAVIOR

Autor:	Sunarti Sunarti, Suharyono Suharyono, Nanang Gunawan
Rok vydání:	2021
Předmět:	Organizational citizenship behavior Advertising Proposition General Medicine Meaning (existential) Marketing research Construct (philosophy) Psychology Consumer behaviour Consumer satisfaction
Zdroj:	Profit. 15:12-26
ISSN:	2338-4654 1978-743X
DOI:	10.21776/ub.profit.2021.015.01.3
Popis:	This article aims to deepen knowledge about the importance of the concept of consumer well-being in marketing research, as well as to build propositions related to the potential for consumer well-being and its consequences for marketing outcomes. Through an in-depth study of the existing literature, it can be revealed that CWB is an important construct in marketing research and consumer behavior. CWB measurement can be done by measuring consumer satisfaction which contributes to several positive states of consumers in the form of positive emotions, attachments, relationships, meaning, and achievement (PERMA). In addition, this article succeeded in building a proposition that brand authenticity can have a significant effect on CWB and marketing outcomes in the form of consumer citizenship behavior. The relationship between these variables is based on self-determination theory.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::b655e1700e16e3a14c0218daf29196ca https://doi.org/10.21776/ub.profit.2021.015.01.3 Zobrazit plný text záznamu