The Impact of Brand Experience on Customer Citizenship Behavior among Airlines’ Passengers: An Examination of the Mediating Roles of Brand Relationship Quality, Affective Commitment, and Brand Loyalty.

• Main Author: Fahim, Syed Muhammad
• Format: Thesis
• Language: English
• Published: University Malaysia Sarawak 2022
• Subjects: H Social Sciences (General); HE Transportation and Communications; HF Commerce
• Online Access: http://ir.unimas.my/id/eprint/40432/7/S%20Muhd%20Fahim.pdf; http://ir.unimas.my/id/eprint/40432/

This study investigates the significance of brand experience in deciding customer citizenship behavior with the mediating roles of brand relationship quality, affective commitment, and brand loyalty for airline passengers of 20 international airline brands operating on international routes to and fr...