The Effects of Employee Brand Equity on Brand Citizenship Behavior and Customer Orientation

2020 ◽  
Vol 30 (2) ◽  
pp. 51-69
Author(s):  
Tongho Shin
Keyword(s):  
Brand Equity ◽  
Customer Orientation ◽  
Citizenship Behavior ◽  
Brand Citizenship Behavior

What makes a brand citizen in the restaurant industry?

2019 ◽  
Vol 47 (10) ◽  
pp. 1-11
Author(s):  
Ling Xiang ◽  
Yi-Chun Yang
Keyword(s):  
Structural Equation ◽  
Profit Sharing ◽  
Restaurant Industry ◽  
Psychological Ownership ◽  
Citizenship Behavior ◽  
Equation Modeling ◽  
Corporate Management ◽  
Frontline Employees ◽  
Modeling Analysis ◽  
Brand Citizenship Behavior

We proposed a framework comprising the 3 dimensions of formal ownership practices (profit sharing, participation in decision making, and access to business information) that influence brand psychological ownership, thereby facilitating brand citizenship behavior. Data were collected from 342 frontline employees in restaurants in Taiwan. The results of structural equation modeling analysis showed that the 3 dimensions of formal ownership practices were all strong predictors of brand psychological ownership, which enhanced brand citizenship behavior. Also, brand psychological ownership was an effective mediator in the relationship between formal ownership practices and brand citizenship behavior. If employees are to demonstrate positive brand behavior, that is, brand citizenship behavior, it is necessary for organizations to generate employees’ positive brand awareness, that is, brand psychological ownership, which plays a cross-level intermediary role between corporate management and brand citizenship behavior.

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.

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