Positive and negative switching barriers: promoting hotel customer citizenship behaviour through brand attachment

Purpose This study aims to develop and test a theoretical model postulating that hotel customer’s brand attachment is reinforced by positive negative switching barriers, which, in turn, determine customer citizenship behaviour (CCB) towards brands. Design/methodology/approach Surveys were conducted completed 233 respondents the USA who had favourite brands used these previous year. A framework was developed based on literature, eight hypotheses tested using structural equation modelling. Findings The findings suggest (brand-self connection prominence) strengthened not only relational benefits (positive barriers) but also costs (negative barriers). Brand prominence can promote CCB, whereas impact of brand-self CCB rather limited. Research limitations/implications highlights importance affirmative passive reasons for customers remain relationship with how sub-dimensions barriers are interrelated predict attitude brand. By emphasising role customers’ attachment, this ascertains cognitive affective bonds be significant antecedents their extra-role behaviours. Originality/value research contributes hospitality literature expanding realm consumer CCB.