This study essentially aims to provide empirical evidences on the relationship between brand attachment and behavioral intention in the context of national carrier’s service failure. In this study, behavioral intention refers to the intention to fly again with the airline in the future (loyalty) as well as to recommend the airline to others (referral). Underpinned by the Theory of Causal Attribution, it is also the aim of this study to verify whether causal attributions of the failure (representing by the constructs of stability and controllability) play a moderating roles between airline’s brand attachment and behavioral intention. This study involving 419 national carrier’s passengers who had experienced some forms of service failures employed questionnaire survey as the main method of data collection and Smart PLS to analyze the data. The respondents must be the citizens of the country from where the national carrier is originated from. As anticipated, the results revealed that there is a strong positive relationship between brand attachment and behavioral intentions and both stability as well as controllability moderate (weakened) the main relationship.

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