E3S Web Conf.
Volume 235, 20212020 International Conference on New Energy Technology and Industrial Development (NETID 2020)
|Number of page(s)||5|
|Section||Industrial Technology Development and Industrial Structure Adjustment and Upgrading|
|Published online||03 February 2021|
Theorizing the moderating roles of perceived service fairness and self-congruence on the relationship between experiential marketing, customer citizenship behavior and brand loyalty
College of Innovation and Management Suan Sunandha Rajabhat University, Bangkok, Thailand
In such a fierce market competition, brand loyalty and the extent to which consumers participate in the corporate value chain cycle are even more important. At present, scholars’ research on customer behavior and brand loyalty are still relatively limited. Therefore, the purpose of this article is to use the subjective well-being and brand identity as the mediators, the perceived service fairness as the roles of moderating to explore the experiential marketing, probing into a relationship between the customer citizenship behavior and the brand loyalty to build a research framework as the basis for subsequent empirical research.
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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