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The internal branding practice and brand citizenship behavior: the mediating effects of employee brand fit

This study examines the determinants of employee brand citizenship behavior (BCB) among employees of telecommunication industry in Nigeria. Primarily, this study explored the role of employee brand fit as a mediator on the relationship between internal branding practices namely brand leadership, bra...

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Main Author: Adamu, Lawi
Format: Thesis
Language:English
English
Published: 2018
Subjects:
HF5415.33 Consumer Behavior.
Online Access:https://etd.uum.edu.my/8017/1/s900171_01.pdf
https://etd.uum.edu.my/8017/2/s900171_02.pdf
https://etd.uum.edu.my/8017/
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spelling my.uum.etd.80172021-08-09T03:20:17Z https://etd.uum.edu.my/8017/ The internal branding practice and brand citizenship behavior: the mediating effects of employee brand fit Adamu, Lawi HF5415.33 Consumer Behavior. This study examines the determinants of employee brand citizenship behavior (BCB) among employees of telecommunication industry in Nigeria. Primarily, this study explored the role of employee brand fit as a mediator on the relationship between internal branding practices namely brand leadership, brand reward, brand training and brand communication and employee BCB. Partial Least Squares Method (PLS) algorithm and bootstrap techniques were used to test the study hypotheses. The results provided support for most of the hypothesized relationship for the study. Specifically, brand leadership, brand reward, brand training and employee brand fit are significantly and positively related to employee BCB. However, brand communication is found to be insignificant to employee BCB. Furthermore, the study investigated the impact of different brand leadership styles on employee BCB. The results revealed that both transactional and transformational brand leadership have significant impact on employee BCB. However, transformational brand leadership was found to have more significant impact on BCB than transactional brand leadership. Moreover, the results revealed that brand leadership, brand reward and brand communication are significantly and positively significant to employee brand fit. Nevertheless, brand training was found to be insignificant to employee brand fit. Furthermore, the results of mediation indicated that three of the four hypotheses are significant. Therefore, significant positive effects of brand leadership, brand reward, brand training and employee brand fit suggest that the variables are important in motivating and enhancing employee BCB. As such, organization can motivate and encourage their employees to exhibit BCB by improving on these practices. Enhanced performance of brand citizenship behavior is crucial to the success of the brand. Contributions, limitations and implications are discussed. 2018 Thesis NonPeerReviewed text en https://etd.uum.edu.my/8017/1/s900171_01.pdf text en https://etd.uum.edu.my/8017/2/s900171_02.pdf Adamu, Lawi (2018) The internal branding practice and brand citizenship behavior: the mediating effects of employee brand fit. PhD. thesis, Universiti Utara Malaysia.
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Electronic Theses
url_provider http://etd.uum.edu.my/
language English
English
topic HF5415.33 Consumer Behavior.
spellingShingle HF5415.33 Consumer Behavior.
Adamu, Lawi
The internal branding practice and brand citizenship behavior: the mediating effects of employee brand fit
description This study examines the determinants of employee brand citizenship behavior (BCB) among employees of telecommunication industry in Nigeria. Primarily, this study explored the role of employee brand fit as a mediator on the relationship between internal branding practices namely brand leadership, brand reward, brand training and brand communication and employee BCB. Partial Least Squares Method (PLS) algorithm and bootstrap techniques were used to test the study hypotheses. The results provided support for most of the hypothesized relationship for the study. Specifically, brand leadership, brand reward, brand training and employee brand fit are significantly and positively related to employee BCB. However, brand communication is found to be insignificant to employee BCB. Furthermore, the study investigated the impact of different brand leadership styles on employee BCB. The results revealed that both transactional and transformational brand leadership have significant impact on employee BCB. However, transformational brand leadership was found to have more significant impact on BCB than transactional brand leadership. Moreover, the results revealed that brand leadership, brand reward and brand communication are significantly and positively significant to employee brand fit. Nevertheless, brand training was found to be insignificant to employee brand fit. Furthermore, the results of mediation indicated that three of the four hypotheses are significant. Therefore, significant positive effects of brand leadership, brand reward, brand training and employee brand fit suggest that the variables are important in motivating and enhancing employee BCB. As such, organization can motivate and encourage their employees to exhibit BCB by improving on these practices. Enhanced performance of brand citizenship behavior is crucial to the success of the brand. Contributions, limitations and implications are discussed.
format Thesis
author Adamu, Lawi
author_facet Adamu, Lawi
author_sort Adamu, Lawi
title The internal branding practice and brand citizenship behavior: the mediating effects of employee brand fit
title_short The internal branding practice and brand citizenship behavior: the mediating effects of employee brand fit
title_full The internal branding practice and brand citizenship behavior: the mediating effects of employee brand fit
title_fullStr The internal branding practice and brand citizenship behavior: the mediating effects of employee brand fit
title_full_unstemmed The internal branding practice and brand citizenship behavior: the mediating effects of employee brand fit
title_sort internal branding practice and brand citizenship behavior: the mediating effects of employee brand fit
publishDate 2018
url https://etd.uum.edu.my/8017/1/s900171_01.pdf
https://etd.uum.edu.my/8017/2/s900171_02.pdf
https://etd.uum.edu.my/8017/
_version_ 1707768048403873792
score 13.211869

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