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Does employees’ brand knowledge influence their brand citizenship behavior?: The mediating role of brand commitment

Shaari, Hasnizam and Md. Salleh, Salniza and Hussin, Zolkafli (2012) Does employees’ brand knowledge influence their brand citizenship behavior?: The mediating role of brand commitment. In: 3rd International Conference on Business and Economic Research (3rd ICBER 2012), 12-13 March 2012, Golden Flower Hotel, Bandung, Indonesia.

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The purpose of this study is to examine the relationship between employees’ brand knowledge (namely employee’ understanding of; 1) brand meaning, 2) knowledge of customers’ need and expectation, and 3) responsibility to deliver brand promise) and employees’ brand citizenship behavior. Employees’ brand commitment was employed as a mediating variable between the initial relationships. The study among 200 hotel’s employees from Kedah, Perlis & Penang state (which include employees from 3-5 star hotels) revealed that brand knowledge (namely brand meaning and responsibility to deliver the brand promise) has a positive impact on employees’ brand citizenship behavior. Knowledge of customers’ need and expectation is statistically not significant but simply cannot be denied in stimulating brand citizenship behavior. Furthermore, the findings also revealed that employees’ brand commitment partially mediate only one of the brand knowledge components namely, brand meaning on employees’ brand citizenship behavior. Both managerial and theoretical implication were addressed in this study especially in establishing significant strong relationship between internal brand knowledge on employees’ brand commitment as well as brand citizenship behavior from the employees’ perspective.

Item Type: Conference or Workshop Item (Paper)
Additional Information: ISBN: 978-967-5705-05-2
Uncontrolled Keywords: Brand citizenship behavior, Brand commitment, Brand knowledge, Internal branding
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: School of Business Management
Depositing User: Dr. Hasnizam Shaari
Date Deposited: 15 Oct 2014 08:38
Last Modified: 21 Apr 2016 03:55
URI: http://repo.uum.edu.my/id/eprint/12242

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