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The purposes of this study are (1) to identify the impact of the attributes of cruise service employees on customers' perceived emotional brand attractions, (2) to verify relationships between emotional brand attraction and consumers’ dedicational behaviors including enhancement, cooperation and advocacy, and (3) to test the moderating role of WOM communication. The research model was designed based on previous studies and empirically tested through the data from 399 customers with cruise experiences. The findings indicate (1) two factors of cruise service employees' attribute influence consumers’ emotional brand attractions, (2) emotional brand attraction has a positive effect on customers’ dedicational behaviors(enhancement, cooperation and advocacy), and (3) WOM communication moderates the relationship between helpfulness of cruise employee and emotional brand attractions. Based on these findings, practical and academic implications were discussed.



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Cruise service employee attributes, Emotional brand attraction, Dedicational Behaviors, WOM communication