标题：Theorizing the moderating roles of perceived service fairness and self-congruence on the relationship between experiential marketing, customer citizenship behavior and brand loyalty
摘要：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.
其他摘要：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.
