English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

This study investigates the role that environmental marketing strategy plays in enhancing customer citizenship behavior (CCB) – directly, indirectly, and interactively with brand familiarity. Drawing on data collected from 439 Starbucks customers in Lebanon, the findings of the study support the exists of a positive relationship between environmental marketing strategy and two forms of CCB – namely, the policing of other customers and the helping of other customers. Evidence indicated that corporate reputation plays a mediating role in the relationship between environmental marketing strategy and CCB. Moreover, brand familiarity served as a moderator factor that positively influences the relationship between environmental marketing strategy and CCB. Further, the conditional indirect effect of brand familiarity on the relationship between environmental marketing strategy and CCB through corporate reputation indicated a significant positive impact.

Environmental Marketing Strategy and Customer Citizenship Behavior: An Investigation in a Café Setting