RELATIONSHIP BETWEEN BRAND KNOWLEDGE AND BRAND REWARDS, AND EMPLOYEES' BRAND CITIZENSHIP BEHAVIOR: THE MEDIATING ROLES OF BRAND COMMITMENT

Abstract

Despite the growing popularity of the concept of internal branding in aligning employees' brand behavior, little is known on the relationship between internal branding practices and employees' brand behavior.The dearth of research in this area also limit the understanding of what is the appropriate employee behavior that could enhance the organization's brand performance.Therefore, this study attempt to examine the relationship between brand knowledge and brand rewards on employees' brand citizenship behavior and integrating brand commitment as mediation.Twelve hotels in northern region of Malaysia were participated.A self-administered questionnaires were distributed randomly to 435 employees. However, only 288 were usable.The findings revealed that brand knowledge and brand rewards have a significant positive relationship with brand commitment and brand citizenship behavior. Brand commitment also has a strong relationship with significant relationship with brand citizenship behavior.Test of mediation revealed that brand commitment partially mediate the relationship between brand knowledge and brand rewards, and brand citizenship behavior.Further, detailed analyses also were discussed pertaining the relationship of dimensions of each variable understudy.The contribution as well as direction for future study also was addressed.

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