PL EN


Preferencje help
Widoczny [Schowaj] Abstrakt
Liczba wyników
2015 | 22 | 14-28
Tytuł artykułu

The effects of brand leadership styles on employees - based brand citizenship behavior

Treść / Zawartość
Warianty tytułu
Języki publikacji
EN
Abstrakty
EN
Aimed at achieving employee – based brand equity, internal branding is a new strategy to assure that employees act in accordance with brand commitment. Since in service organizations, employees are able to influence over customers’ purchase decisions and conceptions, they play a critical role in organizational success. Enhancing employee – based brand citizenship behavior by managers can create a competitive advantage for organization. The purpose of present study is to investigate the effects of brand leadership styles on employee – based brand citizenship behavior. This is an applied study and its needed data are gathered by a questionnaire distributed among employees of banks in Ajabshir City. Among 95 employees, 76 subjects were selected as research sample by random sampling method in Morgan Table. Pearson correlation coefficient and step-by-step regression were used to analyze data. Research findings indicate that there is a significant relationship between brand leadership styles and employee – based brand citizenship behavior.
Rocznik
Tom
22
Strony
14-28
Opis fizyczny
Twórcy
autor
,,
  • Faculty of Management and Accounting, Farabi College, University of Tehran, Iran
  • Faculty of Management and Accounting, Farabi College, University of Tehran, Iran
  • Faculty of Management and Accounting, Farabi College, University of Tehran, Iran
Bibliografia
  • [1] Hadizadeh Moghadam, Akram; Jamali Kapak, Shahram; Rezaeei, Morteza (2012). The model of internal branding impact on brand citizenship behavior in hotelier industry, Management Researches in Iran, vol. 3, pp. 204-223.
  • [2] Kapferer, Jan Noel (2010). Brand strategic management; translated by Sina Ghorbanlu, 2nd edition, Tehran, Mobaleghan Publications.
  • [3] Woodruff, Helen (2006). Service marketing; translated by Mohammad Ibrahim Goharyan and Mostafa Koohestani, Tehran, Amir Kabir Publications.
  • [4] Keller, Kevin Levin (2010). Brand strategic management, Atiyeh Bathayi, Tehran, SITEH Publications.
  • [5] Kottler and Forch (2010). Brand management in trading industrial marketing; translated by Mohammad Haghighi, Seyed Ali Moosavi and Faraz Sadeghi Vazirir, Terhan, Negah Danesh Publications.
  • [6] Gholipour, Aryan; Tahmasebi, Reza and Monavaryan, Abbass (2010). Studying the impact of royalty to party on organizational citizenship behavior in public organizations, Liberal of Arts Instructor Quarterly, vol. 66, pp. 123-148
  • [7] Robbins, Stephen (2014). Organizational behavior: concepts, theories and applications, translated by Ali Parsian and Mohammad Arabi, Tehran, Cultural Researches Office, 8th edition
  • [8] Ahmed, P. K., & Rafiq, M. (2003). Internal marketing issues and challenges, European Journal of marketing, 37(9), 1177-1186
  • [9] Mackay, M. M. (2001). Application of brand equity measures in service markets. Journal of Services Marketing, 15(3), 210-221.
  • [10] Jacobs, R. (2003). Turn employees into brand ambassadors. Bank Marketing, 35(3), 22-27.
  • [11] Punjaisri, K., Wilson, A., & Evanschitzky, H. (2009). Internal branding to influence employees' brand promise delivery: a case study in Thailand. Journal of Service Management, 20(5), 561-579.
  • [12] Santos-Vijande, M. L., del Río-Lanza, A. B., Suárez-Álvarez, L., & Díaz-Martín, A. M. (2013). The brand management system and service firm competitiveness. Journal of Business Research, 66(2), 148-157.
  • [13] Maio Mackay, M. (2001), Application of brand equity measures in service markets. Journal of Services Marketing, 15(3), 210-221.
  • [14] Zeinabadi, H. (2010). Job satisfaction and organizational commitment as antecedents of Organizational Citizenship Behavior (OCB) of teachers, Procedia-Social and Behavioral Sciences, 5, 998-1003.
  • [15] Mayfield, C. O. (2008). The Effects of Self-concept and Organizational Identification on Organizational Citizenship Behavior, ProQuest
  • [16] Burmann, C., Zeplin, S., & Riley, N. (2009). Key determinants of internal brand management success: An exploratory empirical analysis. Journal of Brand Management, 16(4), 264-284.
  • [17] Morhart, F. M., Herzog, W., & Tomczak, T. (2009). Brand-specific leadership: Turning employees into brand champions. Journal of Marketing, 73(5), 122-142.
  • [18] Barling, J., Slater, F., & Kevin Kelloway, E. (2000). Transformational leadership and emotional intelligence: An exploratory study. Leadership & Organization Development Journal, 21(3), 157-161.
  • [19] Ulrich, D., & Smallwood, N. (2007). Building a leadership brand, Harvard Business Review, 85(7/8), 92.
  • [20] Bass, B. M. (1985). Leadership and performance beyond expectations, Free Press; Collier Macmillan.
  • [21] Bass, B. M., Avolio, B. J., & Pointon, J. (1990). The implications of transactional and transformational leadership for individual, team, and organizational development.
  • [22] Doherty, A. J., & Danylchuk, K. E. (1996). Transformational and transactional leadership in interuniversity athletics management. Journal of sport management, 10(3), 292-309.
  • [23] Northouse, P. G. (2015). Leadership: Theory and practice. Sage publications.
  • [24] Avolio, B. J., Bass, B. M., & Jung, D. I. (1999). Re‐examining the components of transformational and transactional leadership using the Multifactor Leadership. Journal of occupational and organizational psychology, 72(4), 441-462.
  • [25] Goleman, D. (2004). What makes a leader? Harvard business review, 82(1), 82-91.
  • [26] Kirby, P. C., Paradise, L. V., & King, M. I. (1992). Extraordinary leaders in education: Understanding transformational leadership. The Journal of educational research, 85(5), 303-311.
  • [27] Kessler, T. G. (1993). The Relationship between Transformational, Transactional and Laissez-faire Leadership Behaviors and Job Satisfaction in a Research Environment, University Microfilms.
  • [28] Bergstrom, A., Blumenthal, D., & Crothers, S. (2002). Why internal branding matters: The case of Saab. Corporate Reputation Review, 5(2-3), 133-142.
  • [29] Burmann, C., Zeplin, S., & Riley, N. (2009). Key determinants of internal brand management success: An exploratory empirical analysis. Journal of Brand Management, 16(4), 264-284.
  • [30] Punjaisri, K., Evanschitzky, H., & Wilson, A. (2009). Internal branding: An enabler of employees' brand-supporting behaviors. Journal of Service Management, 20(2), 209-226.
  • [31] Burmann, C., & Zeplin, S. (2005). Building brand commitment: A behavioral approach to internal brand management. The Journal of Brand Management, 12(4), 279-300.
  • [32] Kimpakorn, N., & Tocquer, G. (2010). Service brand equity and employee brand commitment. Journal of Services Marketing, 24(5), 378-388.
  • [33] Punjaisri, K., & Wilson, A. (2011). Internal branding process: key mechanisms, outcomes and moderating factors. European Journal of Marketing, 45(9/10), 1521-1537.
  • [34] King, C., & Grace, D. (2009). Employee based brand equity: A third perspective. Services Marketing Quarterly, 30(2), 122-147.
  • [35] King, C., & Grace, D. (2010). Building and measuring employee-based brand equity. European Journal of Marketing, 44(7/8), 938-971.
  • [36] 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.
  • [37] Shaari, H., Salleh, S. M., & Hussein, Z. (2015). The Effect of Brand Leadership Styles on Employees’ Brand Citizenship Behavior, Asian Social Science, 11(18), p. 86.
  • [38] Erkmen, E. (2014). All Consumers Are Same for the Effect of Brand Citizenship Behaviors?: The Role of Nationality. International Journal of Marketing Studies, 6(3), p. 65.
Typ dokumentu
article
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.psjd-f22e970d-de82-4308-84ec-26cc9f5f6861
JavaScript jest wyłączony w Twojej przeglądarce internetowej. Włącz go, a następnie odśwież stronę, aby móc w pełni z niej korzystać.