How Brand Symbolism, Perceived Service Quality, and CSR Skepticism Influence Consumers to Engage in Citizenship Behavior

Brand symbolism, which stems from the vitality of brand and feeds self-symbolism social has become an increasingly important strategy for firms to enhance consumer behavior. Building on attachment theory, identity cognitive consistency using data 439 customers Starbucks in Lebanon, we used integrative model examine how perceived service quality, Corporate Social Responsibility (CSR) skepticism jointly affect two types Customer Citizenship Behavior (CCB): helping other policing customers. The findings revealed that symbolism a significant positive impact CCBs is stronger predictor than hospitality context. Further, quality acts as mediator between CCB dimensions. This study discovered CSR negatively moderates direct indirect effects through quality. contribute literature by examining boundary conditions under what affects enrolling variable moderator symbolism–CCB relationship.