Purpose – The aim of the current study is to investigate how fans behave towards greater introduction political identities in pop culture. Theoretical framework idea consumption as an identity-building instrument, growing discussions on and emergence entertainment industry arena for consumer resistance are associated with each other. Design/methodology/approach Foucauldian archeogenealogy was a...

In the last two decades customer citizenship behavior (CCB) has attracted considerable attention. This systematic review maps what we already know about CCB. The study proposes remedies to conceptual confusion in extant CCB research and positions it vis-a-vis similar but distinct concepts. systematizes existing knowledge antecedents consequences of are organized into six categories: company res...