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

Lishan Xie (Sun Yat-Sen Business School, Sun Yat-Sen University, Guangzhou, China)
Patrick Poon (Department of Marketing and International Business, Lingnan University, Hong Kong, Hong Kong)
Wenxuan Zhang (Sun Yat-Sen Business School, Sun Yat-Sen University, Guangzhou, China)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 8 May 2017

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.

Keywords

Acknowledgements

The authors are grateful to the editor and the anonymous reviewers for their insightful suggestions and guidance. The authors thank Yinmei Peng for helping them in data collection.

Citation

Xie, L., Poon, P. and Zhang, W. (2017), "Brand experience and customer citizenship behavior: the role of brand relationship quality", Journal of Consumer Marketing, Vol. 34 No. 3, pp. 268-280. https://doi.org/10.1108/JCM-02-2016-1726

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited