Internal Branding and Brand Citizenship Behavior: The Role of Trust, Commitment, and Organizational Climate

2021 ◽  
pp. 441-462
Author(s):  
Ahmad Aljarah ◽  
Pelin Bayram
Keyword(s):  
Organizational Climate ◽  
Citizenship Behavior ◽  
Internal Branding ◽  
Brand Citizenship Behavior

scholarly journals Recruitment Create Passage towards Brand Citizenship Behavior: A Conceptual Analysis

2018 ◽  
Vol 1 (1) ◽  
pp. 21-27
Author(s):  
Asad Ur Rehman ◽  
Muhammad Sajid Tufail ◽  
Muhammad Imdad Ullah ◽  
Mohsin Altaf
Keyword(s):  
Conceptual Analysis ◽  
Citizenship Behavior ◽  
Successful Implementation ◽  
Recruitment Process ◽  
Internal Branding ◽  
Marketing Literature ◽  
Brand Promise ◽  
Recruitment Practice ◽  
Brand Citizenship Behavior

The Brand citizenship behavior (BCB) is relatively a new aspect in marketing literature. Researchers have given a label of BCB to the discretionary behavior that employees’ exhibit for the successful delivery of brand promise. In internal branding, the role of an employee is recognized as critical in delivering the service as promised by the brand. As practitioners and academicians argue that, an employee’s brand-aligned behavior that goes above and beyond the job responsibility can be an asset for the company. So far skills competencies of employees are difficult for competitors to imitate. Drawing on employees brand-aligned behavior to build the strong organizational brand(s) this study conceptualized that, the successful implementation of internal branding doctrine could be strengthened by brand-centered recruitment practice. This study found that fair recruitment process in an organization can build an employees’ deeper understanding of the brand and the role they play would enhanced the brand citizenship behavior.

scholarly journals Brand-Centered Human Resource Practices and Brand Citizenship Behavior: The Notion to Develop Competitive Advantage

2019 ◽  
Vol 5 (2) ◽  
pp. 333-342
Author(s):  
Asad Ur Rehman ◽  
Salniza Bt Md. Salleh ◽  
Norzieiriani bt. Ahmad
Keyword(s):  
Competitive Advantage ◽  
Human Resource ◽  
Citizenship Behavior ◽  
Successful Implementation ◽  
Human Resource Practices ◽  
Recruitment Process ◽  
Internal Branding ◽  
Brand Promise ◽  
Brand Citizenship Behavior

The Brand citizenship behavior (BCB) is relatively a new aspect in marketing literature. Researchers have given a label of BCB to the discretionary behavior that employees’ exhibit for the successful delivery of brand promise. In internal branding, the role of an employee is recognized as critical in delivering the service as promised by the brand. As practitioners and academicians argue that, an employee’s brand-aligned behavior that goes above and beyond the job responsibility can be an asset for the company and is difficult for competitors to imitate. Drawing on employees’ brand- aligned behavior to build the strong organization brand this study conceptualized that, the successful implementation of internal branding doctrine could be strengthened by brand-centered human resource practices and develop a new route for companies to build the competitive advantage. Thus, the study found that the human resource practices such as fair recruitment process, training programs, and socialization practice could enhance the employees’ brand citizenship behavior.

scholarly journals An investigation on the role of organizational climate on organizational citizenship behavior

2014 ◽  
Vol 4 (4) ◽  
pp. 771-774 ◽  
Author(s):  
Mahsan Hajirasouliha ◽  
Elham Agha Alikhani ◽  
Ashkan Faraji ◽  
Saba Kamali ◽  
Hosseinali Aziziha ◽  
...  
Keyword(s):  
Organizational Climate ◽  
Organizational Citizenship ◽  
Organizational Citizenship Behavior ◽  
Citizenship Behavior

scholarly journals Organizational Citizenship Behavior on Nurses : The Role of Organizational Climate and Commitment

2021 ◽  
Vol 17 (1) ◽  
pp. 32-41
Author(s):  
Abdhy Aulia Adnans ◽  
Sherry Hadiyani ◽  
Siti Zahreni ◽  
Fahmi Fahmi
Keyword(s):  
Organizational Commitment ◽  
Organizational Climate ◽  
Organizational Citizenship ◽  
Organizational Citizenship Behavior ◽  
Quantitative Research ◽  
Citizenship Behavior ◽  
Quality Health ◽  
Simultaneous Influence ◽  
Quality Health Services

Abstract Hospitals in organizing excellent quality health services require human resources committed to the organization and a positive and conducive organizational climate. This study aims to determine the effect of organizational climate and organizational commitment to organizational citizenship behavior of nurses at USU Hospital. In this study, there are two independent variables: organizational climate and organizational commitment, and one dependent variable: organizational citizenship behavior. This research is quantitative research conducted using samples from the population of nurses at USU Hospital, where a sample of 125 nurses was obtained. The data analysis method used in this study is a statistical analysis with multiple regression analysis methods. Findings. The result of this study indicates a simultaneous influence between organizational climate and organizational commitment to organizational citizenship behavior.

Internal branding and employees’ brand outcomes: do generational differences and organizational tenure matter?

2019 ◽  
Vol 51 (4) ◽  
pp. 209-227 ◽  
Author(s):  
Decha Dechawatanapaisal
Keyword(s):  
Brand Loyalty ◽  
Generational Differences ◽  
Mediating Effect ◽  
Citizenship Behavior ◽  
Equation Modeling ◽  
Brand Identification ◽  
Internal Branding ◽  
Content Type ◽  
Brand Citizenship Behavior ◽  
Organizational Tenure

PurposeThe purpose of this paper is to investigate the mediating effect of brand identification between internal branding and brand citizenship behavior as well as brand loyalty, and the roles of working generation and organizational tenure as moderators of the relationship between internal branding and brand identification.Design/methodology/approachThis research used a survey method and a structured questionnaire to collect data from salespeople working in the cement and construction materials industry. The hypothesized relationships were tested and analyzed by means of a confirmatory factor analysis, structural equation modeling, hierarchical regression and a bootstrapping procedure.FindingsBrand identification partially mediates the link between internal branding and brand citizenship behavior and fully mediates that between internal branding and brand loyalty. Also, the influences of internal branding on brand identification are varied among generational cohorts and employees with different tenure.Research limitations/implicationsThe current research took place among customer-interface employees, which can be extended to back-end or supporting workers, in order to better reflect the overall effect of internal branding efforts.Practical implicationsOrganizations need to undertake internal branding to induce a shared understanding among employees about brand insights, and to foster their perception of belongingness in order to motivate desired brand behaviors. Furthermore, managers may improve internal branding mechanisms by taking generational differences and duration of employment into consideration, since these factors impinge on the effects of internal branding.Originality/valueThis study contributes to internal branding research by addressing the contingent influences of employees’ differences on the success of internal branding efforts.

Employee-generated content: the role of perceived brand citizenship behavior and expertise on consumer behaviors

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Fathima Z. Saleem ◽  
Matthew A. Hawkins
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Citizenship Behavior ◽  
Equation Modeling ◽  
Media Content ◽  
Control Mechanisms ◽  
Internal Branding ◽  
Content Type ◽  
Brand Citizenship Behavior

Purpose Situated between the literature on internal branding and user-generated content, this study aims to demonstrate the effect of employee-generated content (EGC) on consumers’ purchase intentions and positive word of mouth (WOM). Design/methodology/approach The conceptual model was empirically tested using structural equation modeling based on a sample of 442 participants. Findings The findings support a sequential mediation model in which employee-created social media content impacts perceptions of brand citizenship behavior (BCB) and perceptions of expertise, which in turn increases purchase intention and WOM. Practical implications Based on the findings, this research suggests that employee ambassador programs can work to attract employees with an interest in brand-related social media content creation. Facilitating EGC through support, empowerment and reinforcement rather than traditional control mechanisms is recommended. Originality/value This research introduces the concept of EGC and employee content creators while extending the literature on perceived BCB by empirically demonstrating its relationship with perceived expertise and positive consumer behavior outcomes.

scholarly journals Boosting brand citizenship behavior through internal green marketing: The role of brand trust and willingness to be environmentally friendly.

2021 ◽  
Vol 2 (1) ◽  
pp. 1-9
Author(s):  
Ehdaa Amireh
Keyword(s):  
Social Exchange ◽  
Strong Predictor ◽  
Environmentally Friendly ◽  
Mediating Effect ◽  
Green Marketing ◽  
Citizenship Behavior ◽  
Brand Trust ◽  
Brand Citizenship Behavior ◽  
The Relationship

Green marketing is a critical issue in today’s society. The purpose of this study is to investigate the influence of internal green marketing (IGM) on brand citizenship behavior (BCB). Drawing on the theoretical foundations of social identity theory, cognitive consistency theory, and social exchange theory, this study presents and validates a unique model that examines the mediating effect of brand trust and the moderating effect of willingness to be environmentally friendly on the relationship between IGM and BCB. Using a sample of 176 employees employed in a telecommunication company in Jordan, the findings of this study revealed that internal green marketing is a strong predictor of BCB. Further, the positive effect of internal green marketing on brand citizenship behavior is mediated by brand trust. The findings of this study also confirmed the contingent role of willingness to be environmentally friendly on the relationship between IGM and BCB. Theoretical and managerial implications have been provided accordingly.

Exploring the Impact of Construed External Image on Brand Citizenship Behavior of Service Employees

2019 ◽  
Vol 3 (3) ◽  
pp. 137-147
Author(s):  
Verena Batt ◽  
Manfred Bruhn
Keyword(s):  
Empirical Support ◽  
Citizenship Behavior ◽  
Service Employees ◽  
Mediating Role ◽  
Service Companies ◽  
Using Data ◽  
Brand Citizenship Behavior ◽  
Construed External Image ◽  
The Impact

Given the importance of brands in the service context, service companies in particular should be aware of the antecedents of employees’ brand citizenship behavior (BCB). Although a considerable number of antecedents of BCB have been identified, the impact of construed external image on BCB has been neglected so far. The present study addresses this research gap by investigating the impact of construed external image on BCB of service employees. Furthermore, the mediating role of pride in brand membership and respect through brand membership are examined. Using data from a Swiss service company, the results provide empirical support for the impact of construed external image on BCB. In addition, the results show that construed external image not only influences BCB directly, but also indirectly via pride in brand membership. Construed external image also affects respect through brand membership, however, the data did not reveal a significant influence of respect through brand membership on BCB. The results provide implications for research and practice.

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