Factors Affecting Employees’ Brand Citizenship Behaviors

Abstract

In the past, most of the companies in service industry were using consumer-based approach in branding. This approach is mainly based on advertising to build powerful brand and underestimate the role of employees in branding. Lately, a new approach was developed in which employees play an important role in branding. This approach is mainly shaped by internal brand management (IBM), employees’ commitment to the brand (BC) and brand citizenship behavior (BCB). The aim of this study is to investigate the factors which affect on formation of brand citizenship behavior. This approach has attracted less attention in Persian literature. This is an applied research in term of goal, and also descriptivecorrelative approach in data collection. Statistical population includedall employees of ASIA insurance company in Tehran that 154 selected through Convenience sampling method. To test the hypotheses, structural equation model through Lisrel 8.8 were used. Our results show the relationship between IBM and BCB, job satisfaction and BCB, IBM an employees’ brand trust. But in contrast to the previous researches, there is no relationship between IBM and BC, and BC with BCB neither. Finally, recommendations are presented to managers.

Keywords

• brand citizenship behavior
• employees’ brand commitment
• internal brand management
• asia insurance company
• job satisfaction
• employees’ brand trust
• employees’ brand knowledge