NDLI: Mediation effect of brand relationship quality between airline brand experience and customer citizenship behavior

Content Provider	IEEE Xplore Digital Library
Author	Lishan, Xie Wenxuan, Zhang Yinmei, Peng
Copyright Year	2014
Description	Author affiliation: Department of Tourism and Hospitality Management, Business School, Sun Yat-sen University, Guangzhou, China (Lishan, Xie; Wenxuan, Zhang; Yinmei, Peng)
Abstract	Although there have been many researches on brand experience, brand relationship quality and customer citizenship behavior, not enough attention is given to the relationship between them. The purpose of this paper is to examine the relationship between brand experience and customer citizenship behavior by testing the mediating role of brand relationship quality in the airline industry, in the context of an emerging experience economy. A survey of 316 MBA students in Sun Yat-sen Business School and passengers at Guangzhou Baiyun International Airport was conducted. The results reveals that the four dimensions of brand experience (sense experience, affective experience, behavioral experience and intellectual experience) all has direct and significant impact on brand relationship quality. And brand relationship quality mediates the relationship between brand experience and customer citizenship behavior except the mediation effect of brand relationship quality between sensory brand experience and customer citizenship behavior(helping other customers) is not significant.
Sponsorship	IEEE Syst., Man, Cybern. Soc.
Starting Page	1
Ending Page	5
File Size	182965
Page Count	5
File Format	PDF
e-ISBN	9781479931347
DOI	10.1109/ICSSSM.2014.6874080
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2014-06-25
Publisher Place	China
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Industries brand experience brand relationship quality Customer satisfaction Educational institutions Mathematical model customer citizenship behavior Mediation Sun
Content Type	Text
Resource Type	Article

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