Experiential Marketing Activities Enhance Customer Citizenship Behavior: Is It Possible? An Empirical Study on Huawei Mobile Phone, China

This study is to explore the relationship between experiential marketing and customer citizenship behavior by the mediating variables of subjective well-being and brand identity, and by moderating variables of proactive personality. Thus, the research framework is formulated and hypotheses are validated and 332 valid questionnaires were received from 384 respondents. The hypotheses were all supported by data analysis through SPSS 25. Managerial implications were proposed and future studies were suggested.