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.

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.

Identification of Sources of Job Stress: A Study of Bank Marketing Executives

2016 ◽  
Vol 5 (2) ◽  
Author(s):  
Sakshi Sharma ◽  
Jashandeep Singh
Keyword(s):  
Job Stress ◽  
Banking Sector ◽  
Interpersonal Relations ◽  
Personal Information ◽  
Private Banks ◽  
Managerial Implications ◽  
Bank Marketing ◽  
Private Banking ◽  
Self Administered Questionnaire ◽  
Marketing Executives

The present study identified the sources of job stress among marketing executives working in private banking sector of Punjab. A self-administered questionnaire consisting of personal information and items related to respondents job stress was used to collect the data from 600 marketing executives. The factors having potential to produce job stress identified through factor analysis are lack of clarity and growth, work-life imbalance, work overload, lack of autonomy, unachievable targets, poor communication system and poor interpersonal relations. The detailed findings and managerial implications for private banks are discussed.

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 Do strategic planning dimensions and transformational leadership contribute to performance? Evidence from the banking sector

2021 ◽  
pp. 719-728 ◽  
Author(s):  
Sarminah Samad ◽  
Waleed Abdulkafi Ahmed
Keyword(s):  
Transformational Leadership ◽  
Strategic Planning ◽  
Organizational Performance ◽  
Leadership Style ◽  
Structural Equation ◽  
Business Performance ◽  
Banking Sector ◽  
Private Banks ◽  
Banking Institutions ◽  
Managerial Employees

While some organizations realize the important role of strategic planning (SP) and leadership in influencing their business performance, it is unknown what SP dimensions and leadership style are required to improve the performance of banking institutions. The purpose of this study is to investigate the effects of transformational leadership (TL) style and SP dimensions (strategic planning level, implementation and barriers) on organizational performance. To this end, a self-administered questionnaire is distributed to a sample of 246 managerial employees from private banks in Yemen. The analysis with structural equation modelling using partial least squares indicates that TL style and SP dimensions significantly influence the performance of Yemeni banks. The results reveal that TL and SP dimensions are profoundly needed to enable Yemeni banks to propel to improved bank performance. The results draw several pertinent implications for decision makers that will help enhance the performance of the banking sector. Limitations from the findings and recommendations for further research are put forward.

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 Does brand orientation lead to brand loyalty among senior and top management in a South African business-to-business organisation?

2018 ◽  
Vol 49 (1) ◽  
Author(s):  
Gail M. Dludla ◽  
Siphiwe Dlamini
Keyword(s):  
South African ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Commitment ◽  
Brand Trust ◽  
The South ◽  
Brand Orientation ◽  
Business Organisation ◽  
The Impact ◽  
Business To Business

Background: At the heart and depth of building a strong and prosperous brand in the marketplace, is brand orientation. A few studies have investigated the conceptualisation of brand orientation in relation to brand loyalty, as well as the involvement of brand commitment and brand trust in mediating this association in the business-to-business (B2B) environment.Objective: It is the objective of this study to examine the impact of brand orientation on brand loyalty and the roles played by brand commitment and brand trust in mediating the impact in the South African B2B environment.Method: Questionnaires were completed by 261 top and senior managers of a B2B organisation in South Africa. Structural equation modelling and smart partial least squares were employed in this study to examine the relationships between the constructs.Results: This study provides empirical evidence that brand orientation has a positive and significant relationship with brand commitment and and brand trust. Also that brand commitment and brand trust have positive and significant relationships with brand loyalty in the South African B2B context.Conclusion: This means that organisations that operate in the B2B environment should focus on brand orientation and develop brand strategies that recognise the importance of brand trust and brand commitment.

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