Role of Organizational Citizenship Behaviour on Internal Brand Identification

2019 ◽  
Vol 11 (2) ◽  
Author(s):  
G.Radha Kiranmayi ◽  
P. Jyothi
Keyword(s):  
Competitive Advantage ◽  
Organizational Citizenship ◽  
Significant Role ◽  
Organizational Citizenship Behavior ◽  
Citizenship Behavior ◽  
Brand Identification ◽  
Educational Qualification

The study Role of Organizational Citizenship Behavior on Employee Brand Identification was conducted to analyze the influence of OCB on Internal or employee brand identification. A survey was conducted administering a questionnaire on a sample of 265 employees of select IT companies in Hyderabad and Bengaluru. The survey has stated certain key findings. The study identified that OCB has a significant impact on employee brand identification and altruism and courtesy play a significant role in this relationship. The study also found that any change in gender, age, educational qualification and location of the workplace has no impact on brand identification while designation or level at which employee is placed influences his brand identification. Therefore, it was implied that, both branding and HR personnel of the organizations to work in harmony to create greater sense of OCB and thus, Brand Identification that can in turn create competitive advantage. Further, the limitations of the study and scope for further research has been discussed.

scholarly journals The Effect of Self-concept and Organizational Identity on Organizational Citizenship Behavior ( A Case Study in Social Security Organization of Isfahan city)

2012 ◽  
Vol 2 (1) ◽  
pp. 175
Author(s):  
Sayyed Mohsen Allameh ◽  
Saeed Alinajimi ◽  
Ali Kazemi
Keyword(s):  
Social Security ◽  
Organizational Behavior ◽  
Organizational Citizenship ◽  
Organizational Citizenship Behavior ◽  
Organizational Identity ◽  
Self Concept ◽  
Citizenship Behavior ◽  
Isfahan Province ◽  
The Relationship

During the two recent decades, researchers of organizational behavior have paid special attention to extra-social behavior in organizations, and there has been specific focus on employees' affairs which are developed beyond formal job demands. Globalization era has created increased inter-individual mutual dependencies among organizations and groups. Thus, it has made more need for extra-social cooperation and interaction inside and outside the organizations. Therefore, organizational citizenship behavior plays a role in increasing the effectiveness and durability of the organization. The main purpose of this survey is to study the manner of impact of self-concept, and organizational identity on organizational citizenship behavior of employees of Social Security Corporation in Isfahan province and also to examine the existence of the balancing role of self-concept variable in the relationship between organizational identity and organizational citizenship behavior. This survey was conducted using descriptive-metrical method. Obtained results of this survey reveal that organizational citizenship behavior is affected by organizational identity, and self-concept; and each variable of organizational identity has positive correlation with organizational citizenship behavior. It means that by strengthening and improving the above variables it is possible to enhance organizational citizenship behavior. Also, results demonstrate that self-concept balances the relationship between organizational identity and organizational citizenship behavior.

Corporate social responsibility and employee organizational citizenship behavior

2017 ◽  
Vol 55 (2) ◽  
pp. 294-309 ◽  
Author(s):  
Yongqiang Gao ◽  
Wei He
Keyword(s):  
Corporate Social Responsibility ◽  
Distributive Justice ◽  
Organizational Citizenship ◽  
Ethical Leadership ◽  
Organizational Citizenship Behavior ◽  
Citizenship Behavior ◽  
Content Type ◽  
Corporate Social ◽  
Positive Effect

Purpose An increasing number of studies have demonstrated a positive effect of corporate social responsibility (CSR) on employee organizational citizenship behavior (OCB), but little attention has been paid to the mechanisms and boundary conditions underlying this effect. The purpose of this paper is to propose a trickle-down model and examine the mediating role of supervisor ethical leadership and the moderating role of perceived organizational distributive justice in the CSR-OCB relationship. Design/methodology/approach To test the arguments, the authors collected field data in four companies located in a central city of China. Through a multi-wave data collection design, a total of 187 employees reported their perceptions toward firms’ CSR and organizational justice at Time 1, and reported their direct supervisors’ ethical leadership behaviors, and their own OCBs at Time 2 (four weeks later). Findings Empirical findings demonstrated that CSR had a positive effect on employee OCB, as mediated by supervisors’ ethical leadership. In addition, this mediation effect was found to be moderated by perceived organizational distributive justice such that the mediation relationship was stronger when perceived organizational distributive justice was lower than when it was higher. Originality/value The present study makes three major contributions. First, it contributes to the CSR literature by revealing the underlying mechanism of ethical leadership through which CSR will lead to increased employee OCB in the workplace. Second, the moderation findings of the study add a new piece of empirical evidence suggesting the boundary condition of organizational distributive justice affecting the positive effect of CSR on employee OCB. Finally, the trickle-down theoretical model demonstrates the pivotal role of leadership in transforming CSR into positive employee outcomes, providing valuable insights into future research that examines why CSR motivates in-organization employees at work.

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