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003			ZW-GwMSU
005			20210510115236.0
008			210510b |||||||| |||| 00| 0 eng d
040			_aMSU _cMSU _erda
100	1		_aGilde, Christian. _eauthor
245	1	0	_aExamining the boundary conditions of customer citizenship behaviour: _ba focus on consumption ritual _ccreated by Christian Gilde, Stefano Pace, Simon J. Pervan and Carolyn Strong.
264			_aAbingdon _bTaylor and Francis _c2011
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
440			_aJournal of Strategic Marketing _vVolume 19, number 7,
520			_aCustomer citizenship behaviour (CCB) is discretionary activity by a customer, over and above the normal requirements of an exchange, which benefit the firm. In this study, a review is conducted of the range of activity positioned as customer citizenship behaviour and a call is made to broaden the boundary conditions within which this activity falls. A four by three framework is developed in terms of exchange focus and time of exchange. Through this lens, new behaviours are identified, including marketing hype and consumption rituals. Qualitative research is presented on consumption rituals in a major sporting event: premiership rugby. Findings suggest that managers need to understand the time, space and practices within which their brands can have relevance. This will enable firms to position their brands to both benefit from CCB activity as well as form part of CCB activity.
650	4		_aCustomer citizenship behaviour
650	4		_aCustomer extra role behaviour
650	4		_aConsumption rituals
700			_aPace, Stefano. _eauthor
700			_aPervan, Simon J.
700			_aStrong, Carolyn. _eauthor
856			_uhttps://doi.org/10.1080/0965254X.2011.603053
942			_2lcc _cJA
999			_c157088 _d157088