Examining the Relationship among Brand Commitment, Brand Trust, and Brand Citizenship Behavior in the Service Industry
Abstract
Brands are strategic prerequisites that help organizations to generate more value for customers and sustainable competitive advantage among competitors. Employee behavior is crucial for brand success because the service provided by employees is located in the interface between brand commitment and brand delivery. As a result, an increasing number of banks is encouraging their employees to be more competitive and improve the efficacy and stability of the banking sector. The main objective of this work is to investigate the relationships among brand commitment, brand trust, and brand citizenship behavior in private banks. The data were collected from 249 respondents from private banking companies in Indonesia. Structural equation modelling was used to test research hypotheses, and a highly reliable and valid model was developed. The findings indicate that brand commitment has a positive effect on brand citizenship behavior, while brand trust is not a predictor of brand citizenship behavior. Furthermore, there is a correlation between brand commitment and brand trust. These findings provide useful insight and suggestions for managers in the banking sector.
References
App, S., & Büttgen, M. (2016). Lasting footprints of the employer brand: Can sustainable HRM lead to brand commitment? Employee Relations, 38(5), 703-723. https://doi.org/10.1108/er-06-2015-0122
Arnett, D. B., German, S. D., & Hunt, S. D. (2003). The Identity Salience Model of Relationship Marketing Success: The Case of Nonprofit Marketing. Journal of Marketing, 67(2), 89-105. https://doi.org/10.1509/jmkg.67.2.89.18614
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. https://doi.org/10.1016/j.indmarman.2010.02.022
Bettencourt, L. A. (1997). Customer voluntary performance: Customers as partners in service delivery. Journal of Retailing, 73(3), 383-406. https://doi.org/10.1016/s0022-4359(97)90024-5
Bhattacharya, C. B., Rao, H., & Glynn, M. A. (1995). Understanding the Bond of Identification: An Investigation of Its Correlates among Art Museum Members. Journal of Marketing, 59(4), 46-57. https://doi.org/10.2307/1252327
Bowden, J. L. H. (2014). The Process of Customer Engagement: A Conceptual Framework. Journal of Marketing Theory and Practice, 17(1), 63–74. https://doi.org/10.2753/mtp1069-6679170105
Burmann, C., & Zeplin, S. (2005). Building brand commitment: A behavioural approach to internal brand management. Journal of Brand Management, 12(4), 279-300. https://doi.org/10.1057/palgrave.bm.2540223
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. https://doi.org/10.1057/bm.2008.6
Chaudhuri, A., & Holbrook, M. B. (2002). Product-class effects on brand commitment and brand outcomes: The role of brand trust and brand affect. Journal of Brand Management, 10(1), 33-58. https://doi.org/10.1057/palgrave.bm.2540100
Delgado‐Ballester, E., & Munuera‐Alemán, J. L. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35(11/12), 1238-1258. https://doi.org/10.1108/eum0000000006475
de Chernatony, L., Drury, S., & Segal-Horn, S. (2003). Building a Services Brand: Stages, People and Orientations. The Service Industries Journal, 23(3), 1-21. https://doi.org/10.1080/714005116
Dessler, G. (2013). Human Resource Management (13th ed.). Pearson Education.
Erdem, T., & Swait, J. (2004). Brand Credibility, Brand Consideration, and Choice. Journal of Consumer Research, 31(1), 191-198. https://doi.org/10.1086/383434
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. https://doi.org/10.1016/j.jairtraman.2014.08.001
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. https://doi.org/10.1108/10610421011085712
Gapp, R., & Merrilees, B. (2006). Important factors to consider when using internal branding as a management strategy: A healthcare case study. Journal of Brand Management, 14(1-2), 162-176. https://doi.org/10.1057/palgrave.bm.2550058
Ghenaatgar. A., & Jalali S. M., (2016). Study of the effect internal brand management on brand citizenship behavior in presence of brand commitment and job satisfaction of employees in banking industry. International Business Management, 10(18). 4200-4208. https://medwelljournals.com/abstract/?doi=ibm.2016.4200.4208
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis a global perspective. Pearson.
Hess, J., & Story, J. (2005). Trust‐based commitment: multidimensional consumer‐brand relationships. Journal of Consumer Marketing, 22(6), 313-322. https://doi.org/10.1108/07363760510623902
Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors Affecting Trust in Market Research Relationships. Journal of Marketing, 57(1), 81-101. https://doi.org/10.2307/1252059
Moreira, A. C., & Silva, P. M. (2015). The trust-commitment challenge in service quality-loyalty relationships. International Journal of Health Care Quality Assurance, 28(3), 253-266. https://doi.org/10.1108/ijhcqa-02-2014-0017
Morgan, R. M., & Hunt, S.D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20-38. https://doi.org/10.2307/1252308
Morhart, F. M., Herzog, W., & Tomczak, T. (2009). Brand-Specific Leadership: Turning Employees into Brand Champions. Journal of Marketing, 73(5), 122-142. https://doi.org/10.1509/jmkg.73.5.122
Özçelik, G., & Fındıklı, M. A. (September 2014). The Relationship between Internal Branding and Organizational Citizenship Behaviour: The Mediating Role of Person-Organization Fit. Procedia - Social and Behavioral Sciences, 150, 2014, pp. 1120–1128. https://doi.org/10.1016/j.sbspro.2014.09.127
Piehler, R., King, C., Burmann, C., & Xiong, L. (2016). The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour. European Journal of Marketing, 50(9/10), 1575-1601. https://doi.org/10.1108/ejm-11-2014-0725
Podsakoff, P., 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. https://doi.org/10.1016/s0149-2063(00)00047-7
Punjaisri, K., & Wilson, A. (2017). The Role of Internal Branding in the Delivery of Employee Brand Promise. In Advances in Corporate Branding. Journal of Brand Management: Advanced Collections. https://doi.org/10.1057/978-1-352-00008-5_6
Schultz, M., & de Chernatony, L. (2002). Introduction: The Challenges of Corporate Branding. Corporate Reputation Review, 5(2-3), 105-112. https://doi.org/10.1057/palgrave.crr.1540168
Searle, R., Den Hartog, D. N., Weibel, A., Gillespie, N., Six, F., Hatzakis, T., & Skinner, D. (2011). Trust in the employer: the role of high-involvement work practices and procedural justice in European organizations. The International Journal of Human Resource Management, 22(5), 1069–1092. https://doi.org/10.1080/09585192.2011.556782
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. https://doi.org/10.1080/1528008x.2010.483417