skip to main content
Language:
Search Limited to: Search Limited to: Resource type Show Results with: Show Results with: Search type Index

Brand experience and customer citizenship behavior: the role of brand relationship quality

The Journal of consumer marketing, 2017-01, Vol.34 (3), p.268-280 [Peer Reviewed Journal]

Emerald Publishing Limited ;Emerald Publishing Limited 2017 ;ISSN: 0736-3761 ;EISSN: 2052-1200 ;DOI: 10.1108/JCM-02-2016-1726

Full text available

Citations Cited by
  • Title:
    Brand experience and customer citizenship behavior: the role of brand relationship quality
  • Author: Xie, Lishan ; Poon, Patrick ; Zhang, Wenxuan
  • Subjects: Alliances ; Behavior ; Brand loyalty ; Brands ; Business schools ; Consumption ; Customer satisfaction ; Customer services ; Employees ; Hotels & motels ; Internal customers ; Loyalty programs ; Market strategy ; Marketing ; Personal relationships ; Quality of service ; Social exchange theory ; Structural equation modeling ; Studies
  • Is Part Of: The Journal of consumer marketing, 2017-01, Vol.34 (3), p.268-280
  • Description: Purpose This paper aims to examine the mediating role of brand relationship quality in the relationship between brand experience and customer citizenship behavior. Design/methodology/approach Two studies were conducted in China. Data were collected via questionnaire surveys. Structural equation modeling and bootstrapping methods were used for data analyses. Findings Results show that brand relationship quality mediates the effects of the four dimensions of brand experience (i.e. sensory, affective, behavioral and intellectual) on the two aspects of customer citizenship behavior (i.e. toward other customers and toward the organization). In addition, service provider ratings can moderate the effect of brand relationship quality on customer citizenship behavior. Practical implications The findings suggest that marketing or service managers should build high quality of customer–brand relationship to enhance customer citizenship behaviors by providing memorable and pleasurable brand experiences. Brands with high ratings can facilitate the effect of brand relationship quality on customer citizenship behavior. Originality/value This research sheds light on the mediating role of brand relationship quality in the relationship between brand experience and customer citizenship behavior.
  • Publisher: Santa Barbara: Emerald Publishing Limited
  • Language: English
  • Identifier: ISSN: 0736-3761
    EISSN: 2052-1200
    DOI: 10.1108/JCM-02-2016-1726
  • Source: ProQuest One Psychology
    AUTh Library subscriptions: ProQuest Central
Back to results list
INSPIRE LIBRARY - TON DUC THANG UNIVERSITY (84-028) 37 755 057 Feedback
19 Nguyen Huu Tho St. Dist.7, HCM thuvien@tdtu.edu.vn

Copyright © 2017 INSPIRE LIBRARY - TON DUC THANG UNIVERSITY

Searching Remote Databases, Please Wait