The Relationship between Brand Transformational Leadership Style and Brand Citizenship Behavior Considering the Mediating Role of the Staff Trust in Sales and Marketing in the Ceramic and Tile Industry

Abstract

In the area of ​​organizational behavior, leadership is one of the most prominent factors influencing the behavior of the organization's staff toward brand performance. The present study aims to investigate the role of transformational leadership style in promoting brand citizenship behavior with regards to the mediating role of employee-based trust to the brand. The present study is descriptive in nature and correlative. The data were evaluated based on structural equation modeling. The statistical population consists of all the sales and marketing staff of tile and ceramic companies linked with Iran Tile and Ceramic Association. Using random stratified sampling method, 210 individuals were selected as the statistical sample for the study. To collect data, three self-made questionnaires were used to evaluate leadership, brand trust and brand citizenship behavior. The collected data were analyzed using SPSS and AMOS software. The results of structural equation showed that the direct effect of trust on brand citizenship behavior of employees is 0.574. There was a significantly positive direct effect for leadership style on employee trust (p = 0.601) and also there was a significantly positive effect for trust, as the mediator, on the relationship between leadership style and brand citizenship behavior (p = 0.84).

Keywords

• Brand Citizenship Behavior
• Ceramic Tile Industry of Iran
• Employee’s Brand Trust
• Transformational Leadership Style