THE ANTECEDENTS AND CONSEQUENCES OF BRAND CITIZENSHIP BEHAVIOR

• Main Author: Porricelli, Matthew Samuel
• Format: Others
• Published: NSUWorks 2013
• Subjects: Brand Citizenship Behavior; Brand Commitment; Brand Pride; Intention to Stay; Internal Marketing; Job Satisfaction; Business
• Online Access: http://nsuworks.nova.edu/hsbe_etd/92; http://nsuworks.nova.edu/cgi/viewcontent.cgi?article=1091&context=hsbe_etd

This dissertation examines the antecedents and consequences of a fairly new construct in academic literature termed brand citizenship behavior. Constructs explored in the proposed model include brand identity, brand communication, internal marketing, brand pride, brand commitment, intention to stay and job satisfaction. A sample of 241 associates was surveyed at a large retail organization and key demographic variables were captured. Results indicate a causal relationship between internal marketing and brand citizenship behavior as well brand pride. While a causal link between brand citizenship behavior and brand commitment was not supported overall, permutations indicate causality among part time associates. Brand pride was found to mediate the relationship between brand citizenship behavior and brand commitment.