Do Social Capital Affect In-Role and Extra-Role Consumer Behavior in Pakistan: The Mediatory Role of Consumer-Company Identification and Brand Image

33 Pages Posted: 3 Sep 2020 Last revised: 9 May 2022

See all articles by Nousheen Munawar

Nousheen Munawar

Karachi University Business School

Danish Ahmed Siddiqui

University of Karachi - Karachi University Business School

Date Written: August 28, 2020

Abstract

Consumers are no longer merely passive recipients of brand-related information, but rather, act as dynamic participants and co-creators of value, and of brand meaning. Hence the success of a brand is linked in its social capital making social capital and consumer behavior mutually reinforcing. The purpose of this paper is to study the effect of social capital on consumer attitudinal evaluations. We propose a theoretical framework thereby applying Sun & Lii (2018) mediation framework because of social capital. We hypothesized that social capital would enhance the brand image as well as consumer-company identification, these would in turn make favorable in-role and extra-role consumer Behavior towards the brand. Empirical validity was established by conducting a survey using a close-ended questionnaire. Data was collected from 425 respondents mainly students from Karachi and analyzed using confirmatory factor analysis and structured equation modeling. The results showed that social capital had a positive and significant relationship with consumer Extra role behavior, as well as with two mediators i.e. brand image and consumer company identification. Moreover, both mediators also have a significant impact on both in-role and extra-role behavior. However, the direct effect of social capital on in-role behavior is not substantiated. This research would help companies in gaining a competitive edge by giving a little more focus on social capital in order to enhance the image of their brands as well as their relationship with their customers.

Keywords: social capital (SC) consumer company identification (CCI) brand image (BI) consumer in role behavior (CRB) and consumer extra role behavior (CERB)

Suggested Citation

Munawar, Nousheen and Siddiqui, Danish Ahmed, Do Social Capital Affect In-Role and Extra-Role Consumer Behavior in Pakistan: The Mediatory Role of Consumer-Company Identification and Brand Image (August 28, 2020). Available at SSRN: https://ssrn.com/abstract=3682795 or http://dx.doi.org/10.2139/ssrn.3682795

Nousheen Munawar

Karachi University Business School ( email )

Karachi
Pakistan

Danish Ahmed Siddiqui (Contact Author)

University of Karachi - Karachi University Business School ( email )

University Road
Karachi, Sindh 75270
Pakistan
3333485884 (Phone)

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