A determining effect of brand citizenship behavior

• Published in: Advanced Science Letters
• Main Author: Abdullah N.A.N.; Nazam N.A.M.; Hasanudin S.F.; Ismail I.; Noor A.N.M.
• Format: Article
• Language: English
• Published: American Scientific Publishers 2017
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85032171065&doi=10.1166%2fasl.2017.9468&partnerID=40&md5=ee69386919653acc097c99b47199ce6a

Branding is the most important part of business. Many researchers have noted that the establishment of a powerful brand is one of the key factors for achieving competitive advantage and long-term survival. The term; brand citizenship behavior, implies the intention of each employee to voluntarily exhibit certain generic behavioral characteristics outside of the formally defined role expectation system, which strengthen the identity of the brand. Therefore, this study was conducted to identify the significant impact of internal branding practices towards employees’ brand citizenship behavior at Tenaga Nasional Berhad, Kelantan. 106 questionnaires were distributed to the employees and the results of this study suggested that brand knowledge and brand commitment have a significant relationship with brand citizenship behavior. The findings of this study were beneficial to the organization in promoting and encouraging employees to produce a good behavior and enhancing the image of the organization. © 2017 American Scientific Publishers. All rights reserved.