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

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.