This study addresses the issue of rising turnover intention in Pakistan’s aviation industry and provides a theoretical foundation for lowering the turnover intention with the help of consumer citizenship behavior (CCB) and consumer-based brand equity by using the S-O-R theory. The data is collected with the help of structured personally administered questions following the intercept approach. Three most frequently used international airports which are located at Lahore, Karachi and Peshawar are targeted for data collection and total of 388 Pakistani flyers who traveled to international destinations participate in the survey. In addition, this study uses SmartPLS 3.2.7 for data analysis with the help of a two-stage approach. The results state that CBBE had a significant effect on CCB and CCB had a significant impact on turnover intentions. Furthermore, CCB plays the role of an important mediator for the effect of customer based brand equity (CBBE) on turnover intention. These results enhance existing literature about lowering the turnover intention with the help of CCB and CBBE in aviation industry of Pakistan. The study also highlights that managers and practitioners should improve customer engagement for exhibiting CCB to reduce customer turnover intentions in the aviation industry.

This study empirically investigates the mediating effect of brand satisfaction on the relationship between brand personality and brand loyalty among Malaysian customers toward local automobile brands (Proton and Perodua). Four hypotheses were developed to test hypothesizing relationships between brand personality and brand satisfaction on brand loyalty. The data were collected from consumers of automobile brands in north Malaysia peninsula from three states which were Kedah, Penanag, and Perlis. This study applies partial least squares to a sample of 458 customers to test hypothesized relationships. The findings indicate that brand personality and brand satisfaction appear to have a positive and significant relationship with brand loyalty. Moreover, brand satisfaction was found to be a mediator in the relationship between brand personality and brand loyalty. The results are compared with earlier findings and implications for further research are discussed.