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 modeling and bootstrapping methods were used for data analyses. Findings Results show that brand relationship quality mediates the effects of the four dimensions of brand experience (i.e. sensory, affective, behavioral and intellectual) on the two aspects of customer citizenship behavior (i.e. toward other customers and toward the organization). In addition, service provider ratings can moderate the effect of brand relationship quality on customer citizenship behavior. Practical implications The findings suggest that marketing or service managers should build high quality of customer–brand relationship to enhance customer citizenship behaviors by providing memorable and pleasurable brand experiences. Brands with high ratings can facilitate the effect of brand relationship quality on customer citizenship behavior. Originality/value This research sheds light on the mediating role of brand relationship quality in the relationship between brand experience and customer citizenship behavior.

Prior research shows the existence of the construct "global consumer culture" and its related strategic implications for brand positioning strategies. However, the potential contribution of global consumer culture and associated positioning strategy to brand value would depend on consumers' susceptibility to global consumer culture (SGCC), a general trait of consumers that varies across individuals and is reflected in the consumer's desire or tendency for the acquisition and use of global brands. This study develops and validates a three-dimensional scale that can be used to measure the conceptual domain of SGCC across cultures. Questionnaire surveys were conducted in China and Canada, and a three-step structural equation modeling analysis was used to test the proposed scale for the two sample groups. Results indicate that SGCC is composed of three dimensions: conformity to consumption trend, quality perception, and social prestige. This scale could be used for empirical studies of aspects of global consumption behaviors. It may also help marketing managers develop a more focused positioning and communication strategy for global brands.

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ResumenCon el crecimiento económico de China se ha incrementado en los últimos años los viajes al extranjero. Se analizan los motivos, características y preferencias de la población China para viajar al extranjero: gustos, temporada preferida de viajar, duración del viaje, canales de búsqueda de información sobre viajes, lugares de destino preferidos o los problemas que tienen los chinos cuando viajan al extranjero.Palabras clave: Preferencias turísticas; Turismo chino; Destinos turísticos; Problemas turísticos. AbstractWith China's economic growth has increased in recent years overseas travel. The reasons, characteristics and preferences of the Chinese population to travel abroad, we analyzed: tastes, preferred travel season, duration of the trip, travel information search channels, preferred destinations, or the problems that the Chinese have when traveling abroad.

Although there is general consensus that the hippocampus is not critically involved in the acquisition of fear conditioned to an explicit conditioned stimulus (CS), the extent to which the hippocampus participates in contextual fear conditioning remains unclear. To further characterize the potential role of the hippocampus in contextual fear conditioning, the present experiments examined the effect of excitotoxic lesions of dorsal hippocampus on the acquisition of a novel contextual fear conditioning paradigm in which a unimodal (olfactory) cue served to disambiguate discrete "contexts" within a single behavioral training chamber. Selective lesions of dorsal hippocampus severely attenuated olfactory contextual conditioning without affecting conditioning to an explicit auditory or olfactory CS. Additional experiments indicate that these contextual conditioning deficits cannot be attributed to a lesion-induced decrement in olfactory perception, a preferential impairment of "weak" forms of conditioning, or hyperactivity. Thus, the hippocampus appears to contribute importantly to the acquisition of fear conditioned to explicitly nonspatial, unimodal, temporally, and spatially diffuse contextual stimuli.