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

Xie, Lishan; Poon, Patrick; Zhang, Wenxuan - In: Journal of Consumer Marketing 34 (2017) 3, pp. 268-280

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...

Persistent link: https://www.econbiz.de/10014849884

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