Consumers as volunteers? The influence of value congruence on consumers’ voluntary performance

The study explores how consumer–brand value congruence affects the quality of consumer relationships and drives propensity to leave consumers’ voluntary performance. It also examines mediates between both moderating role relationship length age. Data from an online survey 371 consumers drawn contrasting service contexts (restaurants hospitals) were collected. In settings, results reveal that is positively related performance, negatively leave. Furthermore, while influences performance in restaurant context, its influence does not exist hospital context. Contrary expectations, a with brand enhance relationship; rather, takes precedence. We emphasize need for special efforts fostering congruent perceptions among older get them engaged Since few marketing scholars have examined as antecedent quality, we advance extant literature examining impact on outcomes.