THE RELATIONSHIP BETWEEN INTERNAL BRAND MANAGEMENT WITH BRAND TRUST, BRAND CITIZENSHIP BEHAVIOR, AND INTENTION TO STAY

THE MEDIATING ROLE OF BRAND COMMITMENT AND JOB SATISFACTION

  • Nurina Putri Handayani Universitas Multimedia Nusantara, Indonesia
  • Aldrin Herwany Universitas Padjadjaran, Indonesia
  • Dewi Wahyu Handayani Universitas Multimedia Nusantara, Indonesia
Keywords: internal brand management, brand citizenship behavior, intention to stay, employee engagement

Abstract

This paper attempts to provide an understanding of employee behavior among gen Y known as millennial workers in banking industry. This study provides insights into how internal brand management, brand commitment, job satisfaction shape brand trust, brand citizenship behavior, and intention to stay. Data were collected from 635 employees of public banking in Indonesia. Structural equation modeling (SEM) was used to test the model and the hypotheses. Findings reveal that internal brand management has a significant effect on brand commitment and job satisfaction. This study also found that brand commitment has strong impact on brand trust and brand citizenship behavior. Then, job satisfaction has significant effect on brand citizenship behavior intention to stay. The distinct of this study is the integration of brand commitment and job satisfaction for its effect on brand trust, brand citizenship behavior, and intention to stay of employees as well providing empirical support for their relationship within the context of banking industry.

Downloads

Download data is not yet available.

References

Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of marketing Science, 28(1), 128-137.

Bettencourt, L. A., Gwinner, K. P., & Meuter, M. L. (2001). A comparison of attitude, personality, and knowledge predictors of service-oriented organizational citizenship behaviors. Journal of applied psychology, 86(1), 29-41.

Bowden, J. L. H. (2009). The process of customer engagement: a conceptual framework. Journal of marketing theory and practice, 17(1), 63-74.

Burmann, C., & Zeplin, S. (2005). Building brand commitment: A behavioral approach to internal brand management. Journal of brand management, 12(4), 279-300.

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.

Chen, C. F., & Chang, Y. Y. (2008). Airline brand equity, brand preference, and purchase intentions—The moderating effects of switching costs. Journal of Air Transport Management, 14(1), 40-42

Dessler, G., (2013). Human Resource Management (Global Edition: 13th ed.). United States of America: Pearson Education.

Erkmen, E., & Hancer, M. (2015). Linking brand commitment and brand citizenship behaviors of airline employees:“The role of trust”. Journal of Air Transport Management, 42, 47-54.

Firth, L., Mellor, D. J., Moore, K. A., & Loquet, C. (2004). How can managers reduce employee intention to quit?. Journal of managerial psychology, 19(2), 170-187.

Foster, C., Punjaisri, K., & Cheng, R. (2010). Exploring the relationship between corporate, internal and employer branding. Journal of Product & Brand Management, 19(6), 401-409.

Ghenaatgar, A., & Jalali, S. M. (2016). Study of the Effect of Internal Brand Management on Brand Citizenship. International Business Management, 10(18), 4200-4208.

Griffeth, R. W., Hom, P. W., & Gaertner, S. (2000). A meta-analysis of antecedents and correlates of employee turnover: Update, moderator tests, and research implications for the next millennium. Journal of management, 26(3), 463-488.

Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2010). Multivariate Data Analysis (7th ed.). United Stated: Pearson Prentice Hall.

Javid, H., Monfared, F. S. A., & Aghamoosa, R. (2016). Internal brand management relationship with brand citizenship behavior, job satisfaction and commitment in Saipa Teif Company. Procedia Economics and Finance, 36, 408-413.

Ismaili, M., & Renani, G. A. (2007). Study of Job satisfaction of employees of water and sewage company in lorestan province. Iran J Shahed Univ, 14, 65-80.

Jacobs, R. (2003). Turn employees into brand ambassadors. ABA Bank Marketing, 35(3), 22-26.

Johari, Johanim, Yean, T. F., Adnan, Zurina, Yahya, K. K., & Ahmad, M. N. (2012). Promoting employee intention to stay: Do human resource management practices matter. International Journal of Economics and Management, 6(2), 396-416.

Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and strategic thinking (5th). London: Kogan page publishers.

Kim, S. W., Price, J. L., Mueller, C. W., & Watson, T. W. (1996). The determinants of career intent among physicians at a US Air Force hospital. Human relations, 49(7), 947-976.

King, C., & Grace, D. (2010). Building and measuring employee-based brand equity. European Journal of marketing, 44(7/8), 938-971.

Kotler, P., Jain, D. C., Jain, D., & Maesincee, S. (2002). Marketing moves: a new approach to profits, growth, and renewal. Boston, MA: Harvard Business Press.

Meyer, J. P., Stanley, D. J., Herscovitch, L., & Topolnytsky, L. (2002). Affective, continuance, and normative commitment to the organization: A meta-analysis of antecedents, correlates, and consequences. Journal of vocational behavior, 61(1), 20-52.

Morhart, F. M., Herzog, W., & Tomczak, T. (2009). Brand-specific leadership: Turning employees into brand champions. Journal of Marketing, 73(5), 122-142.

Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of marketing, 58(3), 20-38.

Preez R. D., Bendixen M. T., (2015). The impact of internal brand management on employee job satisfaction, brand commitment and intention to stay. International Journal of Bank Marketing, 33(1), 78-91.

Punjaisri, K., & Wilson, A. (2007). The role of internal branding in the delivery of employee brand promise. Journal of Brand Management, 15(1), 57-70.

Porricelli, M. S., Yurova, Y., Abratt, R., & Bendixen, M. (2014). Antecedents of brand citizenship behavior in retailing. Journal of Retailing and Consumer Services, 21(5), 745-752.

Podsakoff, P. M., MacKenzie, S. B., Paine, J. B., & Bachrach, D. G. (2000). Organizational citizenship behaviors: A critical review of the theoretical and empirical literature and suggestions for future research. Journal of management, 26(3), 513-563.

Schultz, M., & De Chernatony, L. (2002). The challenges of corporate branding. Corporate Reputation Review, 5(2/3), 109-113.

Sun, L., & Ghiselli, R. F. (2010). Developing a conceptual model of brand equity in the hotel industry based on Aaker's perspective. Journal of Quality Assurance in Hospitality & Tourism, 11(3), 147-161.

Tett, R. P., & Meyer, J. P. (1993). Job satisfaction, organizational commitment, turnover intention, and turnover: path analyses based on meta‐analytic findings. Personnel psychology, 46(2), 259-293.

Tsai, M. C., Cheng, C. C., & Chang, Y. Y. (2010). Drivers of hospitality industry employees job satisfaction, organizational commitment and job performance. African Journal of Business Management, 4(18), 4118-4134.

Van Dyne, L., Graham, J. W., & Dienesch, R. M. (1994). Organizational citizenship behavior: Construct redefinition, measurement, and validation. Academy of management Journal, 37(4), 765-802.

Vidal, M. E. S., Valle, R. S., & Aragón, M. I. B. (2007). Antecedents of repatriates' job satisfaction and its influence on turnover intentions: Evidence from Spanish repatriated managers. Journal of Business Research, 60(12), 1272-1281.

Wallace, E., de Chernatony, L., & Buil, I. (2013). Building bank brands: How leadership behavior influences employee commitment. Journal of Business Research, 66(2), 165-171.

Zeytinoglu, I. U., Keser, A., Yilmaz, G., & Ozsoy, A. (2010). Job satisfaction, commitment and intention to stay among banks’ call centre workers: the case of workers in Turkey. In IIRA European Conference. McMaster University, Canada.

Published
2019-10-19
Section
Articles