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.

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This paper aims to investigate the influence of customer–organization identification from a customer–employee relationship perspective. Specifically, this paper examines the mediating effects of the customer–employee identification and customer–employee trust between the relationship between customer–organization identification and customer citizenship behavior. Based on social identity theory, this paper builds a research framework that is empirically tested using a sample of 465 patients or their families from one of the largest high-level hospitals in China. Structural equation modeling and a bootstrapping method were adopted to test the model and the mediation effects. Results of data analysis reveal that customer–organization identification has a direct positive influence on customer citizenship behavior, and customer–employee identification and customer–employee trust have positive mediation effects between customer–organization identification and customer citizenship behavior. Funding: This study was supported by the National Natural Science Foundation of China [Grant 71772186 to L. Xie and Grant 71802052 to X. Guan].