scholarly journals The Effect of Communication on Employee Brand Understanding, Brand Commitment, and Brand Citizenship Behavior: An Abstract

2017 ◽  
pp. 635-635 ◽  
Author(s):  
Rico Piehler ◽  
Michael Schade ◽  
Christoph Burmann
Keyword(s):  
Citizenship Behavior ◽  
Brand Commitment ◽  
Brand Citizenship Behavior ◽  
Brand Understanding

scholarly journals BRAND COMMITMENT DAN BRAND PSYCHOLOGICAL OWNERSHIP DALAM MEMEDIASI PENGARUH INTERNAL CORPORATE BRANDING TERHADAP BRAND CITIZENSHIP BEHAVIOR

2019 ◽  
Vol 9 (2) ◽  
pp. 312
Author(s):  
Agus Purnomo
Keyword(s):  
Significant Influence ◽  
Corporate Branding ◽  
Psychological Ownership ◽  
Citizenship Behavior ◽  
Brand Commitment ◽  
Telecommunications Services ◽  
Brand Citizenship Behavior ◽  
The City

This study examined the influence of internal corporate branding on brand citizenship behavior. Research conduct on leading telecommunications services companies in the city of Malang. The results show that internal corporate branding has a positive and significant effect on brand citizenship behavior. Internal corporate branding also has a positive and significant effect on brand commitment and brand psychological ownership. Brand commitment and brand psychological ownership mediate relationship internal corporate branding to brand citizenship behavior, as well as directly each variable has a positive and significant influence on brand citizenship behavior.

scholarly journals THE RELATIONSHIP BETWEEN INTERNAL BRAND MANAGEMENT WITH BRAND TRUST, BRAND CITIZENSHIP BEHAVIOR, AND INTENTION TO STAY

2019 ◽  
Vol 2 (2) ◽  
pp. 89-100
Author(s):  
Nurina Putri Handayani ◽  
Aldrin Herwany ◽  
Dewi Wahyu Handayani
Keyword(s):  
Job Satisfaction ◽  
Brand Management ◽  
Banking Industry ◽  
Citizenship Behavior ◽  
Equation Modeling ◽  
Brand Commitment ◽  
Brand Trust ◽  
Intention To Stay ◽  
Internal Brand Management ◽  
Brand Citizenship Behavior

This paper attempts to provide an understanding of employee behavior among gen Y known as millennial workers in banking industry. This study provides insights into how internal brand management, brand commitment, job satisfaction shape brand trust, brand citizenship behavior, and intention to stay. Data were collected from 635 employees of public banking in Indonesia. Structural equation modeling (SEM) was used to test the model and the hypotheses. Findings reveal that internal brand management has a significant effect on brand commitment and job satisfaction. This study also found that brand commitment has strong impact on brand trust and brand citizenship behavior. Then, job satisfaction has significant effect on brand citizenship behavior intention to stay. The distinct of this study is the integration of brand commitment and job satisfaction for its effect on brand trust, brand citizenship behavior, and intention to stay of employees as well providing empirical support for their relationship within the context of banking industry.

scholarly journals Impact of External Communication on Internal Brand Management Outcomes Using Employees as a Second Audience: A Comparative Analysis of Manufacturing and Service Sectors of Pakistan

2019 ◽  
Vol 5 (2) ◽  
pp. 1
Author(s):  
Syed Hussain Raza Rizvi ◽  
Danish Ahmed Siddiqui
Keyword(s):  
Management Practices ◽  
Brand Management ◽  
Citizenship Behavior ◽  
Equation Modeling ◽  
Manufacturing Firm ◽  
External Communication ◽  
Internal Brand Management ◽  
Brand Citizenship Behavior ◽  
Brand Understanding

This study investigated the effect of External Brand Communications on internal brand management practices using brand commitment and brand understanding as factors determining the phenomenon and subsequently analyzing the effect of both internal and external factors on brand citizenship behavior. A sample size of 300 respondents was selected from manufacturing and service oriented companies and the effects were analyzed using Structural Equation Modeling. It was found that there is significant and positive influence of brand understanding in determination of brand citizenship behavior and reflected mediating role of external communication congruence. Furthermore, it has also found that internal brand management practices are more evident in case of manufacturing firm i.e. a reputed Biscuits Manufacturing Company as compare to financial firm i.e. a renowned Private Limited Bank. It reveals necessity of work required in case of Private Limited Bank to work on external communication practices and integrate it with internal brand management practices to increase its role in determination of employee behavior and their role in propagating brand image as second audience.

scholarly journals Examining the Relationship among Brand Commitment, Brand Trust, and Brand Citizenship Behavior in the Service Industry

Revista CEA ◽  
2020 ◽  
Vol 6 (11) ◽  
pp. 13-23
Author(s):  
Nurina Putri Handayani ◽  
Aldrin Herwany
Keyword(s):  
Structural Equation ◽  
Banking Sector ◽  
Service Industry ◽  
Citizenship Behavior ◽  
Brand Commitment ◽  
Sustainable Competitive Advantage ◽  
Brand Trust ◽  
Private Banks ◽  
Brand Citizenship Behavior ◽  
Private Banking

Brands are strategic prerequisites that help organizations to generate more value for customers and sustainable competitive advantage among competitors. Employee behavior is crucial for brand success because the service provided by employees is located in the interface between brand commitment and brand delivery. As a result, an increasing number of banks is encouraging their employees to be more competitive and improve the efficacy and stability of the banking sector. The main objective of this work is to investigate the relationships among brand commitment, brand trust, and brand citizenship behavior in private banks. The data were collected from 249 respondents from private banking companies in Indonesia. Structural equation modelling was used to test research hypotheses, and a highly reliable and valid model was developed. The findings indicate that brand commitment has a positive effect on brand citizenship behavior, while brand trust is not a predictor of brand citizenship behavior. Furthermore, there is a correlation between brand commitment and brand trust. These findings provide useful insight and suggestions for managers in the banking sector.

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