HCBE Faculty Articles

Title

Antecedents of Brand Citizenship Behavior in Retailing

Document Type

Article

Date

9-2014

Publication Title

Journal of Retailing and Consumer Services

ISSN or ISBN

0969-6989

Volume

21

Issue

5

First Page

745

Last Page

752

Description

There has been increased interest in retail branding yet there is a dearth of internal branding research in this industry. The purpose of this study is to explore the antecedents of Brand Citizenship Behavior (BCB) in a retail environment. The role that the frequency of employee contact with customers plays will also be examined. A further aim is to give guidance to retailers on how they should develop an internal branding management strategy. A conceptual model provides a foundation for the study. A literature review of the brand citizenship behavior and the related constructs was undertaken to inform the model. The results show support for the hypothesized relationships. Significant differences between managers and associates as well as between full-time and part-time associates were found. Recommendations are presented to retailers.

DOI

10.1016/j.jretconser.2014.06.002

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