HCBE Theses and Dissertations
Campus Access Only
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Date of Award
2013
Document Type
Dissertation - NSU Access Only
Degree Name
Doctor of Business Administration (DBA)
Department
H. Wayne Huizenga School of Business and Entrepreneurship
Advisor
Russell Abratt
Committee Member
Michael Bendixen
Committee Member
Yuliya Yurova
Abstract
This dissertation examines the antecedents and consequences of a fairly new construct in academic literature termed brand citizenship behavior. Constructs explored in the proposed model include brand identity, brand communication, internal marketing, brand pride, brand commitment, intention to stay and job satisfaction. A sample of 241 associates was surveyed at a large retail organization and key demographic variables were captured.
Results indicate a causal relationship between internal marketing and brand citizenship behavior as well brand pride. While a causal link between brand citizenship behavior and brand commitment was not supported overall, permutations indicate causality among part time associates. Brand pride was found to mediate the relationship between brand citizenship behavior and brand commitment.
NSUWorks Citation
Matthew Samuel Porricelli. 2013. THE ANTECEDENTS AND CONSEQUENCES OF BRAND CITIZENSHIP BEHAVIOR. Doctoral dissertation. Nova Southeastern University. Retrieved from NSUWorks, H. Wayne Huizenga School of Business and Entrepreneurship. (92)
https://nsuworks.nova.edu/hsbe_etd/92.