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

• Main Authors: Shaari, Hasnizam, Md. Salleh, Salniza, Hussin, Zolkafli
• Format: Conference or Workshop Item
• Language: English
• Published: 2012
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/12242/1/2209141126.pdf; http://repo.uum.edu.my/12242/; http://www.internationalconference.com.my
• Institution: Universiti Utara Malaysia

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.