The transformation of the banking sector from transactional service delivery to relationship-oriented engagement has intensified scholarly attention toward customer–brand relationships and their behavioral outcomes. This study investigates how customer–brand relationships influence supportive behaviors—commonly conceptualized as customer citizenship behavior (CCB)—within banking services. Drawing upon attachment theory, relationship marketing, and social exchange theory, the research develops a comprehensive conceptual framework linking emotional brand attachment, customer engagement, perceived value, and corporate social responsibility (CSR) to voluntary customer behaviors that extend beyond transactional obligations.

The study synthesizes prior research to identify key relational constructs such as trust, satisfaction, emotional attachment, and brand identification, examining their influence on behaviors including advocacy, helping other customers, feedback provision, and tolerance. Empirical evidence from prior studies suggests that emotional bonds between customers and brands significantly enhance voluntary contributions, particularly in service-intensive industries like banking where perceived risk and trust are critical (Cheng et al., 2016; Levy & Hino, 2016). Additionally, CSR initiatives and transparent communication are found to strengthen relational quality, thereby encouraging pro-social and pro-organizational behaviors (Ahmad et al., 2021; Castro-González et al., 2019).

The research further highlights the moderating role of digital engagement and social media platforms in strengthening customer–brand relationships. Digital banking ecosystems, combined with e-CRM systems, facilitate continuous interaction, enabling customers to develop stronger relational ties and participate actively in value co-creation (Hendriyani & Raharja, 2018; Hollebeek et al., 2014). However, challenges such as inconsistent service experiences and perceived unfairness can weaken these relationships, reducing the likelihood of supportive behaviors (Kim et al., 2018).

The findings underscore that customer–brand relationships serve as a strategic asset for banks, driving not only customer retention but also voluntary behaviors that enhance organizational performance and service quality. The study contributes theoretically by integrating multiple relational constructs into a unified framework and practically by offering insights into how banking institutions can leverage emotional and social connections to foster customer advocacy and engagement. Limitations and future research directions are also discussed.

Customer–Brand Relationship, Customer Citizenship Behavior, Emotional Attachment, Banking Services

Abror, A.; Wardi, Y.; Trinanda, O.; Patrisia, D. The impact of Halal tourism, customer engagement on satisfaction: Moderating effect of religiosity. Asia Pac. J. Tour. Res. 2019, 24, 633–643.

Ahmad, N.; Mahmood, A.; Ariza-Montes, A.; Han, H.; Hernández-Perlines, F.; Araya-Castillo, L.; Scholz, M. Sustainable businesses speak to the heart of consumers: Looking at sustainability with a marketing lens to reap banking consumers’ loyalty. Sustainability 2021, 13, 3828.

Ahmad, N.; Naveed, R.T.; Scholz, M.; Irfan, M.; Usman, M.; Ahmad, I. CSR communication through social media: A litmus test for banking consumers’ loyalty. Sustainability 2021, 13, 2319.

Ansari, N.Y.; Anjum, T.; Farrukh, M.; Heidler, P. Do Good, Have Good: A Mechanism of Fostering Customer Pro-Environmental Behaviors. Sustainability 2021, 13, 3781.

Bialkova, S.; Te Paske, S. Campaign participation, spreading electronic word of mouth, purchase: How to optimise corporate social responsibility, CSR, effectiveness via social media? Eur. J. Manag. Bus. Econ. 2021, 30, 108–126.

Bilro, R.G.; Loureiro, S.M.C.; Guerreiro, J. Exploring online customer engagement with hospitality products and its relationship with involvement, emotional states, experience and brand advocacy. J. Hosp. Mark. Manag. 2019, 28, 147–171.

Bove, L., Pervan, S., & Beatty, S. (2010). Insufficient discriminant validity: A comment on Bove, Pervan, Beatty, and Shiu (2009). Journal of Business Research, 63(3), 324–327. Retrieved from https://doi.org/10.1016/j.jbusres.2009.05.003

Bowlby, J. (1977). The making and breaking of affectional bonds: I. Aetiology and psychopathology in the light of attachment theory. The British Journal of Psychiatry, 130(3), 201–210. Retrieved from https://doi.org/10.1192/bjp.130.3.201

Brian, D. Social Network Usage & Growth Statistics: How Many People Use Social Media in 2022? Available online: https://backlinko.com/social-media-users#how-many-people-use-social-media (accessed on 20 October 2022).

Castro-González, S.; Bande, B.; Fernández-Ferrín, P.; Kimura, T. Corporate social responsibility and consumer advocacy behaviors: The importance of emotions and moral virtues. J. Clean. Prod. 2019, 231, 846–855.

Chang, C.-W.; Huang, H.-C.; Wang, S.-J.; Lee, H. Relational bonds, customer engagement, and service quality. Serv. Ind. J. 2021, 41, 330–354.

Cheng, G.; Cherian, J.; Sial, M.S.; Mentel, G.; Wan, P.; Álvarez-Otero, S.; Saleem, U. The relationship between csr communication on social media, purchase intention, and e-wom in the banking sector of an emerging economy. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 1025–1041.

Cheng, J., Luo, S., & Yen, C. (2016). Brand attachment and customer citizenship behaviors. The Service Industries Journal, 36(7), 263–277. Retrieved from https://doi.org/10.1080/02642069.2016.1186652

Cordeiro, T.; Weevers, I. Design is No Longer an Option–User Experience (UX) in FinTech. In The FinTech Book: The Financial Technology Handbook for Investors, Entrepreneurs and Visionaries; John Wiley & Sons: Hoboken, NJ, USA, 2016; pp. 34–37.

De Oliveira Santini, F.; Ladeira, W.J.; Pinto, D.C.; Herter, M.M.; Sampaio, C.H.; Babin, B.J. Customer engagement in social media: A framework and meta-analysis. J. Acad. Mark. Sci. 2020, 48, 1211–1228.

Ettinger, A.; Grabner-Kräuter, S.; Okazaki, S.; Terlutter, R. The desirability of CSR communication versus greenhushing in the hospitality industry: The customers’ perspective. J. Travel Res. 2021, 60, 618–638.

Fletcher-Brown, J.; Turnbull, S.; Viglia, G.; Chen, T.; Pereira, V. Vulnerable consumer engagement: How corporate social media can facilitate the replenishment of depleted resources. Int. J. Res. Mark. 2020, 38, 518–529.

Gürlek, M.; Düzgün, E.; Meydan Uygur, S. How does corporate social responsibility create customer loyalty? The role of corporate image. Soc. Responsib. J. 2017, 13, 409–427.

Hendriyani, C.; Raharja, S.u.J. Analysis building customer engagement through e-CRM in the era of digital banking in Indonesia. Int. J. Econ. Policy Emerg. Econ. 2018, 11, 479–486.

Hiya, A. C. (2025). Client satisfaction in the banking sector: Evidence from local and multinational banks in Bangladesh. American Journal of Social Development and Entrepreneurship, 4(2). doi:https://doi.org/10.54536/ajsde.v4i2.5800

Hilton, B.; Hajihashemi, B.; Henderson, C.M.; Palmatier, R.W. Customer Success Management: The next evolution in customer management practice? Ind. Mark. Manag. 2020, 90, 360–369.

Hollebeek, L.D.; Glynn, M.S.; Brodie, R.J. Consumer brand engagement in social media: Conceptualization, scale development and validation. J. Interact. Mark. 2014, 28, 149–165.

Huang, R.; Kim, H.; Kim, J. Social capital in QQ China: Impacts on virtual engagement of information seeking, interaction sharing, knowledge creating, and purchasing intention. J. Mark. Manag. 2013, 29, 292–316.

Hung, H., & Lu, H. (2018). The rosy side and the blue side of emotional brand attachment. Journal of Consumer Behaviour, 17(1), 141–151. Retrieved from https://doi.org/10.1002/cb.1712

Ibrahim, B.; Aljarah, A. The era of Instagram expansion: Matching social media marketing activities and brand loyalty through customer relationship quality. J. Mark. Commun. 2021, 10, 1–25.

Islam, T.; Islam, R.; Pitafi, A.H.; Xiaobei, L.; Rehmani, M.; Irfan, M.; Mubarak, M.S. The impact of corporate social responsibility on customer loyalty: The mediating role of corporate reputation, customer satisfaction, and trust. Sustain. Prod. Consum. 2021, 25, 123–135.

Itani, O.S.; Kassar, A.-N.; Loureiro, S.M.C. Value get, value give: The relationships among perceived value, relationship quality, customer engagement, and value consciousness. Int. J. Hosp. Manag. 2019, 80, 78–90.

Khan, S., & Amin, F. (2019). Meningeal contribution to migraine pain: a magnetic resonance angiography study. Brain, 142(1), 93–102.

Khan, S., & Amin, F. (2019). Meningeal contribution to migraine pain: a magnetic resonance angiography study. Brain, 142(1), 93–102.

Kim, M.; Shin, D.; & Koo, D. (2018). The influence of perceived service fairness on brand trust, brand experience and brand citizenship behavior. InternationalJournal of Contemporary Hospitality Management, 30(4), 1563–1581.

Kim, M.; Yin, X.; Lee, G. The effect of CSR on corporate image, customer citizenship behaviors, and customers’ long-term relationship orientation. Int. J. Hosp. Manag. 2020, 88, 102520.

Kircova, I.; Esen, E. The effect of corporate reputation on consumer behaviour and purchase intentions. Manag. Res. Pract. 2018, 10, 21–32.

Krajcsák, Z. Implementing open innovation using quality management systems: The role of organizational commitment and customer loyalty. J. Open Innov. Technol. Mark. Complex. 2019, 5, 90.

Kumar, V., & Kaushik, A. (2018). Destination brand experience and visitor behavior: The mediating role of destination brand identification. Journal of Travel & Tourism Marketing, 35(5), 649–663. Retrieved from https://doi.org/10.1080/10548408.2017.1401032

Lee, S.; Park, H.J.; Kim, K.H.; Lee, C.-K. A moderator of destination social responsibility for tourists’ pro-environmental behaviors in the VIP model. J. Destin. Mark. Manag. 2021, 20, 100610.

Levy, S., & Hino, H. (2016). Emotional brand attachment: A factor in customer bank relationships. International Journal of Bank Marketing, 34(2), 136-150. Retrieved from https://doi.org/10.1108/IJBM 06 2015 0092

Li, M.-W.; Teng, H.-Y.; Chen, C.-Y. Unlocking the customer engagement-brand loyalty relationship in tourism social media: The roles of brand attachment and customer trust. J. Hosp. Tour. Manag. 2020, 44, 184–192.

Loureiro, S.M.C.; Lopes, J. How corporate social responsibility initiatives in social media affect awareness and customer engagement. J. Promot. Manag. 2019, 25, 419–438.

National Bank of Pakistan. CSR at NBP. Available online: https://www.nbp.com.pk/csr/index.aspx (accessed on 11 December 2021).

Nyadzayo, M., Matanda, M., & Ewing, M. (2015). Franchisee-based brand equity: The role of brand relationship quality and brand citizenship behavior. Industrial Marketing Management, 52, 163–174. Retrieved from https://doi.org/10.1016/j.indmarman.2015.07.0