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Çalışan Marka Bağlılığının Marka Vatandaşlığı Davranışı Üzerindeki Etkisi: Yılların Tecrübesinin, Aylık Gelirin ve Müşterilerle İletişimin Rolü

Year 2021, Volume: 5 Issue: 7, 22 - 48, 24.01.2021

Abstract

Bu çalışma, çalışanların marka bağlılığının marka vatandaşlığı davranışına etkisini çalışanların bakış açısından incelemiştir. Bu çalışma aynı zamanda çalışanların, çalışanların marka bağlılığı ve marka vatandaşlığı davranışlarına bakış açılarındaki farklılıkları, onların yıllara dayanan deneyimlerine, aylık gelirlerine ve müşterilerle iletişimlerine bağlı olarak incelemiştir. Bu çalışma, Filistin'deki on bankayı içeren bir kolaylık örneği seçti. Bu çalışma, kendi kendine uygulanan yapılandırılmış bir anket aracılığıyla nicel bir ampirik nedensel araştırma tasarımı kullandı ve tanımlayıcı istatistik testleri, Tek Yönlü Varyans Analizi (ANOVA), post-hoc çoklu karşılaştırmalar, iki adımlı SEM süreci ve doğrulayıcı faktör kullandı analizi (CFA). Ayrıca veriler, “Moment Yapısının Analizi” AMOS 20 programı kullanılarak analiz edilmiştir. Bulgular, çalışan marka bağlılığının marka vatandaşlığı davranışı üzerinde güçlü bir etkisi olduğunu ortaya koydu. Ayrıca çalışma, çalışanların, çalışanların marka bağlılığı ve marka vatandaşlığı davranışına ilişkin bakış açılarındaki farklılıkların, yılların deneyimine, aylık gelirlerine ve müşterilerle iletişimlerine bağlı olduğunu buldu. Bu nedenle, bu araştırma çalışması, çalışanların marka bağlılığını ve marka destekleyici davranışları artırmaya ilişkin pratik çıkarımlar sağlar.

References

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  • Abdullah, A., & Ramay, M. I. (2012). Antecedents of organizational commitment of banking sector employees in Pakistan. Serbian Journal of Management, 7(1), 89–102. https://doi.org/10.5937/sjm1201089A
  • Allen, N. J., & Meyer, I. . (1990). The Measurement and Antecedents of Affective, Continuance and Normative Commitment to the Organization. Journal of Occupational Psychology, (63), 1–18.
  • Alshuaibia, A. S. I., & Shamsudinb, F. M. (2016). The Role of Human Resource Management Practices in Enhancing Internal Branding. The European Proceeding Ò Social & Behavioral Sciences, 599–605.
  • Amangala, T. . (2013). The Effect of Demographic Characteristics on Organisational Commitment : a Study of Salespersons in the Soft Drink Industry in Nigeria. European Journal of Business and Management, 5(18), 109–119.
  • Asgarnezhad Nouri, B., Mir Mousavi, M., & Soltani, M. (2016). Internal Branding , Brand Citizenship Behavior and Customer Satisfaction : An Empirical Study ( Case Study : Keshavarzi Bank of Ardabil ). International Business and Management, 13(3), 1–11. https://doi.org/10.3968/8809
  • Baumgarth, C., & Schmidt, M. (2010). How strong is the business-to-business brand in the workforce? An empirically-tested model of “internal brand equity” in a business-to-business setting. Industrial Marketing Management, 39(8), 1250–1260. https://doi.org/10.1016/j.indmarman.2010.02.022
  • Boomsma, A. (1985). Nonconvergence, improper solutions, and starting values in LISREL maximum likelihood estimation. Psychometrik, 50(2), 229–242.
  • Boomsma, A., & Hoogland, J. J. (2001). The Robustness of LISREL Modeling Revisited. Structural Equation Modeling Present and Future, 139–168. https://doi.org/10.1007/BF02294248
  • Burmann, C., Jost-Benz, M., & Riley, N. (2009). Towards an identity-based brand equity model. Journal of Business Research, 62(3), 390–397. https://doi.org/10.1016/j.jbusres.2008.06.009
  • Burmann, C., & König, V. (2011). Does internal brand management really drive brand commitment in shared-service call centers? Journal of Brand Management, 18(6), 374–393. https://doi.org/10.1057/bm.2010.50
  • Burmann, C., & Zeplin, S. (2005). Building brand commitment: A behavioural approach to internal brand management. Journal of Brand Management, 12(4), 279–300. https://doi.org/10.1057/palgrave.bm.2540223
  • Burmann, C., Zeplin, S., & Riley, N. (2009). Key determinants of internal brand management success: An exploratory empirical analysis. Brand Management, 16(4), 264–284. https://doi.org/10.1057/bm.2008.6
  • Chiang, H.-H., Han, T.-S., & McConville, D. (2018). The attitudinal and behavioral impact of brand-centered human resource management: Employee and customer effects. International Journal of Contemporary Hospitality Management, 30(2), 939–960. https://doi.org/http://dx.doi.org/10.1108/MRR-09-2015-0216
  • Cook, J., & Wall, T. (1980). New work attitude measures of trust, organizational commitment and personal need non‐fulfilment. Journal of Occupational Psychology, 53(1), 39–52. https://doi.org/10.1111/j.2044-8325.1980.tb00005.x
  • Devasagayam, P. R., Buff, C. L., Aurand, T. W., & Judson, K. M. (2010). Building brand community membership within organizations: A viable internal branding alternative? Journal of Product and Brand Management, 19(3), 210–217. https://doi.org/10.1108/10610421011046184
  • Erkmen, E., & Hancer, M. (2015). “Do your internal branding efforts measure up?” International Journal of Contemporary Hospitality Management, 27(5), 878–895. https://doi.org/10.1108/IJCHM-10-2013-0442
  • Fornell, C., & Larcker, D. F. (2018). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(February), 39–50. https://doi.org/http://www.jstor.org
  • Foster, C., Punjaisri, K., & Cheng, R. (2010). Exploring the relationship between corporate, internal and employer branding. Journal of Product & Brand Management, 19(6), 401–409. https://doi.org/10.1108/10610421011085712
  • Garas, S. R. R., Mahran, A. F. A., & Mohamed, H. M. H. (2018). Internal corporate branding impact on employees’ brand supporting behaviour. Journal of Product & Brand Management, 27(1), 79–95. https://doi.org/10.1108/JPBM-03-2016-1112
  • Garbarino, E., & Johnson, M. S. (1999). The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships. Journal of Marketing, 63(2), 70. https://doi.org/10.2307/1251946
  • Grace, D., & O’Cass, A. (2002). Brand associations: looking through the eye of the beholder. Qualitative Market Research: An International Journal, 5(2), 96–111. https://doi.org/10.1108/13522750210423797
  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis. Pearson. https://doi.org/10.1038/259433b0
  • Hooper, D., Coughlan, J., & Mullen, M. R. (2008). Structural Equation Modelling : Guidelines for Determining Model Fit. The Electronic Journal of Business Research Methods, 6(1), 53–60.
  • Hsieh, J.-K. (2016). The Effect of Frontline Employee Co-creation on Service Innovation: Comparison of Manufacturing and Service Industries. Procedia - Social and Behavioral Sciences, 224(August 2015), 292–300. https://doi.org/10.1016/j.sbspro.2016.05.488
  • Hu, L., & Bentler, P. M. (1999). Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives. Structural Equation Modeling, 6(1), 1–55. https://doi.org/http://dx.doi.org/10.1080/10705519909540118
  • Hultén, B. (2011). Sensory marketing: The multi-sensory brand-experience concept. European Business Review, 23(3), 256–273. https://doi.org/10.1108/09555341111130245
  • Joiner, T. A., & Bakalis, S. (2006). The antecedents of organizational commitment: the case of Australian casual academics. International Journal of Educational Management, 20(6), 439–452. https://doi.org/http://dx.doi.org/10.1108/MRR-09-2015-0216
  • Kayaman, R., & Arasli, H. (2007). Customer based brand equity: evidence from the hotel industry. Managing Service Quality, 17(1), 92–109. https://doi.org/10.1108/09604520710720692
  • Kee, L. B., Ahmad, R. bin, & Abdullah, S. M. (2016). Relationship between Financial Compensation and Organizational Commitment among Malaysian Bank Workers. Asian Business Research, 1(1), 75–85. https://doi.org/10.20849/abr.v1i1.29
  • Kimpakorn, N., & Tocquer, G. (2010). Service brand equity and employee brand commitment. Journal of Services Marketing, 24(5), 378–388. https://doi.org/10.1108/08876041011060486
  • King, C., & Grace, D. (2005). Exploring the role of employees in the delivery of the brand: a case study approach. Qualitative Market Research: An International Journal, 8(3), 277–295. https://doi.org/10.1108/13522750510603343
  • King, C., & Grace, D. (2010). Building and measuring employee‐based brand equity. European Journal of Marketing (Vol. 44). https://doi.org/10.1108/03090561011047472
  • Miles, S. J., & Mangold, W. G. (2005). Positioning Southwest Airlines through employee branding. Business Horizons, 48(6), 535–545. https://doi.org/10.1016/j.bushor.2005.04.010
  • Morhart, F. M., Herzog, W., & Tomczak, T. (2009). Brand-Specific Leadership: Turning Employees into Brand Champions. Journal of Marketing, 73(5), 122–142. https://doi.org/10.1509/jmkg.73.5.122
  • Morhart, F. M., Herzog, W., & Tomczak, T. (2011). Turning Employees into Brand Champions: Leadership Style Makes a Difference. GfK Marketing Intelligence Review, 3(2), 35–43. Retrieved from http://esc-web.lib.cbs.dk/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=69636645&site=ehost-live&scope=site
  • O’Reilly, C. A., & Chatman, J. (1986). Organizational commitment and psychological attachment: The effects of compliance, identification, and internalization on prosocial behavior. Journal of Applied Psychology, 71(3), 492–499. https://doi.org/10.1037/0021-9010.71.3.492
  • O’Reilly, C., Chatman, J., & Caldwell, D. (1991). People and organizational culture: a profile comparison approach to assessing person-organization fit. Academy of Management Journal, 34(3), 487–516.
  • Ogba, I. (2008). Commitment in the workplace: The impact of income and age on employee commitment in Nigerian banking sector. Management Research News, 31(11), 867–878. https://doi.org/http://dx.doi.org/10.1108/MRR-09-2015-0216
  • Papasolomou, I., & Vrontis, D. (2006). Using internal marketing to ignite the corporate brand: The case of the UK retail bank industry. Journal of Brand Management, 14(1–2), 177–195. https://doi.org/10.1057/palgrave.bm.2550059
  • Piehler, R., King, C., Burmann, C., & Xiong, L. (2016). The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour. European Journal of Marketing, 50(9), 1575–1601. https://doi.org/10.1108/09574090910954864
  • Porricelli, M. S. (2013). Employment Engagement: Antecedents and Consequences. H. Wayne Huizenga School of Business and Entrepreneurship Nova Southeastern University.
  • Porricelli, M. S., Yurova, Y., Russell, A., & Bendixen, M. (2014). Antecedents of brand citizenship behavior in retailing. Journal of Retailing and Consumer Services, 21(5), 745–752. https://doi.org/10.1016/j.jretconser.2014.06.002
  • Preez, R. Du, Bendixen, M., & Abratt, R. (2017). The behavioral consequences of internal brand management among frontline employees. Journal of Product & Brand Management, 26(3), 251–261. https://doi.org/10.1108/JPBM-09-2016-1325
  • Preez, R. Du, & Bendixen, M. T. (2015). The impact of internal brand management on employee job satisfaction, brand commitment and intention to stay. International Journal of Bank Marketing, 33(1), 78–91.
  • Punjaisri, K., Evanschitzky, H., & Wilson, A. (2009). Internal branding: an enabler of employees’ brand‐supporting behaviours. Journal of Service Management, 20(2), 209–226. https://doi.org/10.1108/09564230910952780
  • Punjaisri, K., & Wilson, A. (2011). Internal branding process: key mechanisms, outcomes and moderating factors. European Journal of Marketing, 45(9/10), 1521–1537. https://doi.org/10.1108/03090561111151871
  • Punjaisri, K., Wilson, A. M., & Evanszchitzky, H. (2008). Exploring the Influences of Internal Branding on Employees’ Brand Promise Delivery: Implications for Strengthening the Customer-Brand Relationships. Journal of Relationship Marketing, 7(4), 407–424.
  • Rafiq, M., & Ahmed, P. K. (2000). Advances in the internal marketing concept: definition, synthesis and extension. Journal of Services Marketing, 14(6), 449–462. https://doi.org/10.1108/08876040010347589
  • Ravens, C. (2014). Internal Brand Management in an International Context. Springer Gabler. https://doi.org/10.1007/978-3-658-00754-6
  • Salami, S. O. (2008). Demographic and Psychological Factors Predicting Organizational Commitment among Industrial Workers. Anthropologist, 10(1), 31–38.
  • Shaari, H., Salleh, S. M., & Hussin, Z. (2012). Relationship Between Brand Knowledge and Brand Rewards , and Employees ’ Brand Citizenship Behavior : the Mediating Roles of Brand Commitment. International Journal of Business and Society, 13(3), 335–354.
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THE EFFECT OF EMPLOYEE BRAND COMMITMENT ON BRAND CITIZENSHIP BEHAVIOR: THE ROLE OF YEARS OF EXPERIENCE, MONTHLY INCOME, AND CONTACT WITH CUSTOMERS

Year 2021, Volume: 5 Issue: 7, 22 - 48, 24.01.2021

Abstract

This study investigated the effect of employee brand commitment on brand citizenship behavior from the employees’ perspective. This study also examined the differences in employees’ perspectives of employee brand commitment and brand citizenship behavior depend on their years of experience, monthly income, and contact with customers. This study selected a convenience sample that includes ten banks in Palestine. This study used a quantitative empirical causal research design, through a self-administered structured questionnaire, and used descriptive statistics tests, One-way Analysis of Variance (ANOVA), post-hoc multiple comparisons, two-step SEM process, and the confirmatory factor analysis (CFA). Moreover, the data was analyzed using the “Analysis of Moment Structure” AMOS 20 program. The findings revealed a strong effect of employee brand commitment on brand citizenship behavior. Also, the study found differences in employees’ perspectives on employee brand commitment and brand citizenship behavior depend on their years of experience, monthly income, and contact with customers. Therefore, this research study provides practical implications related to enhancing employee brand commitment and brand supporting behavior.

References

  • Abdul-Nasiru, I., Mensah, R., Amponsah-Tawiah, Kwesi Simpeh, K., & Kumasey, A. (2014). Organisational Commitment in the Public Service of Ghana: An Empirical Study. Developing Country Studies, 4(1), 49–55.
  • Abdullah, A., & Ramay, M. I. (2012). Antecedents of organizational commitment of banking sector employees in Pakistan. Serbian Journal of Management, 7(1), 89–102. https://doi.org/10.5937/sjm1201089A
  • Allen, N. J., & Meyer, I. . (1990). The Measurement and Antecedents of Affective, Continuance and Normative Commitment to the Organization. Journal of Occupational Psychology, (63), 1–18.
  • Alshuaibia, A. S. I., & Shamsudinb, F. M. (2016). The Role of Human Resource Management Practices in Enhancing Internal Branding. The European Proceeding Ò Social & Behavioral Sciences, 599–605.
  • Amangala, T. . (2013). The Effect of Demographic Characteristics on Organisational Commitment : a Study of Salespersons in the Soft Drink Industry in Nigeria. European Journal of Business and Management, 5(18), 109–119.
  • Asgarnezhad Nouri, B., Mir Mousavi, M., & Soltani, M. (2016). Internal Branding , Brand Citizenship Behavior and Customer Satisfaction : An Empirical Study ( Case Study : Keshavarzi Bank of Ardabil ). International Business and Management, 13(3), 1–11. https://doi.org/10.3968/8809
  • Baumgarth, C., & Schmidt, M. (2010). How strong is the business-to-business brand in the workforce? An empirically-tested model of “internal brand equity” in a business-to-business setting. Industrial Marketing Management, 39(8), 1250–1260. https://doi.org/10.1016/j.indmarman.2010.02.022
  • Boomsma, A. (1985). Nonconvergence, improper solutions, and starting values in LISREL maximum likelihood estimation. Psychometrik, 50(2), 229–242.
  • Boomsma, A., & Hoogland, J. J. (2001). The Robustness of LISREL Modeling Revisited. Structural Equation Modeling Present and Future, 139–168. https://doi.org/10.1007/BF02294248
  • Burmann, C., Jost-Benz, M., & Riley, N. (2009). Towards an identity-based brand equity model. Journal of Business Research, 62(3), 390–397. https://doi.org/10.1016/j.jbusres.2008.06.009
  • Burmann, C., & König, V. (2011). Does internal brand management really drive brand commitment in shared-service call centers? Journal of Brand Management, 18(6), 374–393. https://doi.org/10.1057/bm.2010.50
  • Burmann, C., & Zeplin, S. (2005). Building brand commitment: A behavioural approach to internal brand management. Journal of Brand Management, 12(4), 279–300. https://doi.org/10.1057/palgrave.bm.2540223
  • Burmann, C., Zeplin, S., & Riley, N. (2009). Key determinants of internal brand management success: An exploratory empirical analysis. Brand Management, 16(4), 264–284. https://doi.org/10.1057/bm.2008.6
  • Chiang, H.-H., Han, T.-S., & McConville, D. (2018). The attitudinal and behavioral impact of brand-centered human resource management: Employee and customer effects. International Journal of Contemporary Hospitality Management, 30(2), 939–960. https://doi.org/http://dx.doi.org/10.1108/MRR-09-2015-0216
  • Cook, J., & Wall, T. (1980). New work attitude measures of trust, organizational commitment and personal need non‐fulfilment. Journal of Occupational Psychology, 53(1), 39–52. https://doi.org/10.1111/j.2044-8325.1980.tb00005.x
  • Devasagayam, P. R., Buff, C. L., Aurand, T. W., & Judson, K. M. (2010). Building brand community membership within organizations: A viable internal branding alternative? Journal of Product and Brand Management, 19(3), 210–217. https://doi.org/10.1108/10610421011046184
  • Erkmen, E., & Hancer, M. (2015). “Do your internal branding efforts measure up?” International Journal of Contemporary Hospitality Management, 27(5), 878–895. https://doi.org/10.1108/IJCHM-10-2013-0442
  • Fornell, C., & Larcker, D. F. (2018). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(February), 39–50. https://doi.org/http://www.jstor.org
  • Foster, C., Punjaisri, K., & Cheng, R. (2010). Exploring the relationship between corporate, internal and employer branding. Journal of Product & Brand Management, 19(6), 401–409. https://doi.org/10.1108/10610421011085712
  • Garas, S. R. R., Mahran, A. F. A., & Mohamed, H. M. H. (2018). Internal corporate branding impact on employees’ brand supporting behaviour. Journal of Product & Brand Management, 27(1), 79–95. https://doi.org/10.1108/JPBM-03-2016-1112
  • Garbarino, E., & Johnson, M. S. (1999). The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships. Journal of Marketing, 63(2), 70. https://doi.org/10.2307/1251946
  • Grace, D., & O’Cass, A. (2002). Brand associations: looking through the eye of the beholder. Qualitative Market Research: An International Journal, 5(2), 96–111. https://doi.org/10.1108/13522750210423797
  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis. Pearson. https://doi.org/10.1038/259433b0
  • Hooper, D., Coughlan, J., & Mullen, M. R. (2008). Structural Equation Modelling : Guidelines for Determining Model Fit. The Electronic Journal of Business Research Methods, 6(1), 53–60.
  • Hsieh, J.-K. (2016). The Effect of Frontline Employee Co-creation on Service Innovation: Comparison of Manufacturing and Service Industries. Procedia - Social and Behavioral Sciences, 224(August 2015), 292–300. https://doi.org/10.1016/j.sbspro.2016.05.488
  • Hu, L., & Bentler, P. M. (1999). Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives. Structural Equation Modeling, 6(1), 1–55. https://doi.org/http://dx.doi.org/10.1080/10705519909540118
  • Hultén, B. (2011). Sensory marketing: The multi-sensory brand-experience concept. European Business Review, 23(3), 256–273. https://doi.org/10.1108/09555341111130245
  • Joiner, T. A., & Bakalis, S. (2006). The antecedents of organizational commitment: the case of Australian casual academics. International Journal of Educational Management, 20(6), 439–452. https://doi.org/http://dx.doi.org/10.1108/MRR-09-2015-0216
  • Kayaman, R., & Arasli, H. (2007). Customer based brand equity: evidence from the hotel industry. Managing Service Quality, 17(1), 92–109. https://doi.org/10.1108/09604520710720692
  • Kee, L. B., Ahmad, R. bin, & Abdullah, S. M. (2016). Relationship between Financial Compensation and Organizational Commitment among Malaysian Bank Workers. Asian Business Research, 1(1), 75–85. https://doi.org/10.20849/abr.v1i1.29
  • Kimpakorn, N., & Tocquer, G. (2010). Service brand equity and employee brand commitment. Journal of Services Marketing, 24(5), 378–388. https://doi.org/10.1108/08876041011060486
  • King, C., & Grace, D. (2005). Exploring the role of employees in the delivery of the brand: a case study approach. Qualitative Market Research: An International Journal, 8(3), 277–295. https://doi.org/10.1108/13522750510603343
  • King, C., & Grace, D. (2010). Building and measuring employee‐based brand equity. European Journal of Marketing (Vol. 44). https://doi.org/10.1108/03090561011047472
  • Miles, S. J., & Mangold, W. G. (2005). Positioning Southwest Airlines through employee branding. Business Horizons, 48(6), 535–545. https://doi.org/10.1016/j.bushor.2005.04.010
  • Morhart, F. M., Herzog, W., & Tomczak, T. (2009). Brand-Specific Leadership: Turning Employees into Brand Champions. Journal of Marketing, 73(5), 122–142. https://doi.org/10.1509/jmkg.73.5.122
  • Morhart, F. M., Herzog, W., & Tomczak, T. (2011). Turning Employees into Brand Champions: Leadership Style Makes a Difference. GfK Marketing Intelligence Review, 3(2), 35–43. Retrieved from http://esc-web.lib.cbs.dk/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=69636645&site=ehost-live&scope=site
  • O’Reilly, C. A., & Chatman, J. (1986). Organizational commitment and psychological attachment: The effects of compliance, identification, and internalization on prosocial behavior. Journal of Applied Psychology, 71(3), 492–499. https://doi.org/10.1037/0021-9010.71.3.492
  • O’Reilly, C., Chatman, J., & Caldwell, D. (1991). People and organizational culture: a profile comparison approach to assessing person-organization fit. Academy of Management Journal, 34(3), 487–516.
  • Ogba, I. (2008). Commitment in the workplace: The impact of income and age on employee commitment in Nigerian banking sector. Management Research News, 31(11), 867–878. https://doi.org/http://dx.doi.org/10.1108/MRR-09-2015-0216
  • Papasolomou, I., & Vrontis, D. (2006). Using internal marketing to ignite the corporate brand: The case of the UK retail bank industry. Journal of Brand Management, 14(1–2), 177–195. https://doi.org/10.1057/palgrave.bm.2550059
  • Piehler, R., King, C., Burmann, C., & Xiong, L. (2016). The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour. European Journal of Marketing, 50(9), 1575–1601. https://doi.org/10.1108/09574090910954864
  • Porricelli, M. S. (2013). Employment Engagement: Antecedents and Consequences. H. Wayne Huizenga School of Business and Entrepreneurship Nova Southeastern University.
  • Porricelli, M. S., Yurova, Y., Russell, A., & Bendixen, M. (2014). Antecedents of brand citizenship behavior in retailing. Journal of Retailing and Consumer Services, 21(5), 745–752. https://doi.org/10.1016/j.jretconser.2014.06.002
  • Preez, R. Du, Bendixen, M., & Abratt, R. (2017). The behavioral consequences of internal brand management among frontline employees. Journal of Product & Brand Management, 26(3), 251–261. https://doi.org/10.1108/JPBM-09-2016-1325
  • Preez, R. Du, & Bendixen, M. T. (2015). The impact of internal brand management on employee job satisfaction, brand commitment and intention to stay. International Journal of Bank Marketing, 33(1), 78–91.
  • Punjaisri, K., Evanschitzky, H., & Wilson, A. (2009). Internal branding: an enabler of employees’ brand‐supporting behaviours. Journal of Service Management, 20(2), 209–226. https://doi.org/10.1108/09564230910952780
  • Punjaisri, K., & Wilson, A. (2011). Internal branding process: key mechanisms, outcomes and moderating factors. European Journal of Marketing, 45(9/10), 1521–1537. https://doi.org/10.1108/03090561111151871
  • Punjaisri, K., Wilson, A. M., & Evanszchitzky, H. (2008). Exploring the Influences of Internal Branding on Employees’ Brand Promise Delivery: Implications for Strengthening the Customer-Brand Relationships. Journal of Relationship Marketing, 7(4), 407–424.
  • Rafiq, M., & Ahmed, P. K. (2000). Advances in the internal marketing concept: definition, synthesis and extension. Journal of Services Marketing, 14(6), 449–462. https://doi.org/10.1108/08876040010347589
  • Ravens, C. (2014). Internal Brand Management in an International Context. Springer Gabler. https://doi.org/10.1007/978-3-658-00754-6
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There are 55 citations in total.

Details

Primary Language English
Subjects Economics
Journal Section Articles
Authors

Najwan Adileh 0000-0003-0678-6123

Özgür Çengel

Publication Date January 24, 2021
Submission Date December 3, 2020
Published in Issue Year 2021 Volume: 5 Issue: 7

Cite

APA Adileh, N., & Çengel, Ö. (2021). THE EFFECT OF EMPLOYEE BRAND COMMITMENT ON BRAND CITIZENSHIP BEHAVIOR: THE ROLE OF YEARS OF EXPERIENCE, MONTHLY INCOME, AND CONTACT WITH CUSTOMERS. Econharran, 5(7), 22-48.
AMA Adileh N, Çengel Ö. THE EFFECT OF EMPLOYEE BRAND COMMITMENT ON BRAND CITIZENSHIP BEHAVIOR: THE ROLE OF YEARS OF EXPERIENCE, MONTHLY INCOME, AND CONTACT WITH CUSTOMERS. Econharran. January 2021;5(7):22-48.
Chicago Adileh, Najwan, and Özgür Çengel. “THE EFFECT OF EMPLOYEE BRAND COMMITMENT ON BRAND CITIZENSHIP BEHAVIOR: THE ROLE OF YEARS OF EXPERIENCE, MONTHLY INCOME, AND CONTACT WITH CUSTOMERS”. Econharran 5, no. 7 (January 2021): 22-48.
EndNote Adileh N, Çengel Ö (January 1, 2021) THE EFFECT OF EMPLOYEE BRAND COMMITMENT ON BRAND CITIZENSHIP BEHAVIOR: THE ROLE OF YEARS OF EXPERIENCE, MONTHLY INCOME, AND CONTACT WITH CUSTOMERS. Econharran 5 7 22–48.
IEEE N. Adileh and Ö. Çengel, “THE EFFECT OF EMPLOYEE BRAND COMMITMENT ON BRAND CITIZENSHIP BEHAVIOR: THE ROLE OF YEARS OF EXPERIENCE, MONTHLY INCOME, AND CONTACT WITH CUSTOMERS”, Econharran, vol. 5, no. 7, pp. 22–48, 2021.
ISNAD Adileh, Najwan - Çengel, Özgür. “THE EFFECT OF EMPLOYEE BRAND COMMITMENT ON BRAND CITIZENSHIP BEHAVIOR: THE ROLE OF YEARS OF EXPERIENCE, MONTHLY INCOME, AND CONTACT WITH CUSTOMERS”. Econharran 5/7 (January 2021), 22-48.
JAMA Adileh N, Çengel Ö. THE EFFECT OF EMPLOYEE BRAND COMMITMENT ON BRAND CITIZENSHIP BEHAVIOR: THE ROLE OF YEARS OF EXPERIENCE, MONTHLY INCOME, AND CONTACT WITH CUSTOMERS. Econharran. 2021;5:22–48.
MLA Adileh, Najwan and Özgür Çengel. “THE EFFECT OF EMPLOYEE BRAND COMMITMENT ON BRAND CITIZENSHIP BEHAVIOR: THE ROLE OF YEARS OF EXPERIENCE, MONTHLY INCOME, AND CONTACT WITH CUSTOMERS”. Econharran, vol. 5, no. 7, 2021, pp. 22-48.
Vancouver Adileh N, Çengel Ö. THE EFFECT OF EMPLOYEE BRAND COMMITMENT ON BRAND CITIZENSHIP BEHAVIOR: THE ROLE OF YEARS OF EXPERIENCE, MONTHLY INCOME, AND CONTACT WITH CUSTOMERS. Econharran. 2021;5(7):22-48.