Work

Beyond the plate: the role of brand activism on customer citizenship behaviour in the food services brands

Year: 2026

Type: article

Study design: Observational Study

Source: Journal of Hospitality and Tourism Insights

DOI: 10.1108/jhti-05-2025-0579

Authors: Mei Kei Leong, Kim Leng Khoo, Cindy Ngun

Institutions: Taylor's University, Monash University Malaysia

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Peace, justice, and strong institutions

Open Access status: closed

OpenAlex ID: W7124936009

FWCI: 9.939

Cites: 53

Cited by: 1

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