The strategic effect of corporate reputation on customer citizenship behavior: an empirical verification

Corporate reputation (CR) can support a business from different perspectives, significantly affecting its key outcomes; however, the relationship between CR and customer citizenship behaviour (CCB) has received little consideration in research so far. The aim of this paper is therefore dual: to study direct effect on three dimensions CCB; examine moderating effects personality differences (extroversion neuroticism) gender relation respective relationships. This investigation employs structural equation modelling using sample 278 consumers retail fashion Italy. results show that positively affects considered CCB. Even though no significant traits was found, connection helping others appears be moderated by gender, suggesting females are more willing help than males.