The Antecedents and Consequences of Brand Citizenship Behavior

Download or read book The Antecedents and Consequences of Brand Citizenship Behavior written by Matthew S. Porricelli and published by . This book was released on 2013 with total page 200 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.