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
Language
English
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