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Keywords = hometown brand citizenship behavior

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16 pages, 533 KB  
Article
The Hometown Is Hard to Leave, the Homesickness Is Unforgettable—The Influence of Homesickness Advertisement on Hometown Brand Citizenship Behavior of Consumers
by Chenwen Wei, Chao Wang, Lili Sun, Anxin Xu and Manhua Zheng
Behav. Sci. 2023, 13(1), 54; https://doi.org/10.3390/bs13010054 - 6 Jan 2023
Cited by 5 | Viewed by 3875
Abstract
The hometown brand is symbolic of a hometown and can induce homesickness in consumers. Especially for those who live in other countries, it can stimulate their inner sense of belonging, self-identity, and effectiveness, in turn generating a series of brand behaviors and promoting [...] Read more.
The hometown brand is symbolic of a hometown and can induce homesickness in consumers. Especially for those who live in other countries, it can stimulate their inner sense of belonging, self-identity, and effectiveness, in turn generating a series of brand behaviors and promoting sustainable brand development. In this study, we adopt a situational experimental research method from the perspective of sense of place theory and social exchange theory in order to assess the regulatory mechanism of place attachment through the mediating mechanism of psychological ownership. In this way, we explore the mechanism underlying the relationship between homesickness advertising (vs. non-homesickness advertising) on the hometown brand citizenship behavior of consumers. Our findings suggest that (1) homesickness advertising has a more positive effect on consumer hometown brand citizenship behavior than non-homesickness advertising; (2) psychological ownership plays a fully mediating role in the relationship between homesickness advertising (vs. non-homesickness advertising) and consumer hometown brand citizenship behavior; and (3) place attachment plays a moderating role in the influence of homesickness advertising (vs. non-homesickness advertising) on the hometown brand citizenship behavior of consumers through psychological ownership. Full article
(This article belongs to the Special Issue Consumption, Identity, Demographics and Self-Concept)
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