HCBE Theses and Dissertations
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Date of Award
Dissertation - NSU Access Only
Doctor of Business Administration (DBA)
H. Wayne Huizenga School of Business and Entrepreneurship
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.
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)