Title

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

Document Type

Journal article

Source Publication

Journal of Consumer Marketing

Publication Date

2017

Volume

34

Issue

3

First Page

268

Last Page

280

Publisher

Emerald Publishing Limited

Keywords

Brand experience, Brand relationship quality, Customer citizenship behavior

Abstract

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.

DOI

10.1108/JCM-02-2016-1726

Print ISSN

07363761

E-ISSN

20521200

Publisher Statement

Copyright © Emerald Publishing Limited 2017. Access to external full text or publisher's version may require subscription.

Full-text Version

Publisher’s Version

Recommended Citation

Xie, L., Poon, P. & Zhang, W. (2017). Brand experience and customer citizenship behavior: The role of brand relationship quality. Journal of Consumer Marketing, 34(3), 268-280. doi: 10.1108/JCM-02-2016-1726