Employer Brandıng on Brand Cıtızenshıp Behavıor: Explorıng the Medıatıon of Brand-Person Fıt and Brand Commıtment

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

Journal of Business & Finance in Emerging Markets ◽

10.32770/jbfem.vol289-100 ◽

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.

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Internal brand management, brand understanding, employee brand commitment, and brand citizenship behavior: a meta-analysis

Journal of Strategic Marketing ◽

10.1080/0965254x.2021.2016896 ◽

2021 ◽

pp. 1-29

Author(s):

Mona Afshardoost ◽

Mohammad Sadegh Eshaghi ◽

Jana Lay-Hwa Bowden

Keyword(s):

Brand Management ◽

Meta Analysis ◽

Citizenship Behavior ◽

Brand Commitment ◽

Internal Brand Management ◽

Brand Citizenship Behavior ◽

Brand Understanding

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MULTILEVEL RELATIONSHIPS BETWEEN BRAND-CENTERED HRM AND BRAND CITIZENSHIP BEHAVIOR: MEDIATING ROLES OF PERSON-BRAND FIT AND BRAND COMMITMENT

10.15444/gmc2014.10.08.01 ◽

2014 ◽

Author(s):

Hsu-Hsin Chiang ◽

◽

Tzu-Shian Han ◽

David McConville

Keyword(s):

Citizenship Behavior ◽

Brand Commitment ◽

Brand Citizenship Behavior

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The Structural Relationship between Workplace fun, Brand Commitment, Brand Citizenship Behavior of Hotel Employees: Focused on the mediating effects of Job Satisfaction

International Journal of Tourism Management and Sciences ◽

10.21719/ijtms.34.1.2 ◽

2019 ◽

Vol 34 (1) ◽

pp. 25-44

Author(s):

Sehee Kim ◽

Hyungryong Lee

Keyword(s):

Job Satisfaction ◽

Structural Relationship ◽

Citizenship Behavior ◽

Brand Commitment ◽

Mediating Effects ◽

Hotel Employees ◽

Workplace Fun ◽

Brand Citizenship Behavior

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

Revista CEA ◽

10.22430/24223182.1459 ◽

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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