Abstract:
The goal of this study is to examine the antecedents of brand citizenship behavior in financial institutions by considering the internal relationship between them. The research method is descriptive and applied in terms of purpose and in terms of data collection method is field. The data collection tool in this study was a questionnaire. In this study, the statistical population was the employees of private and public banks and financial institutions in Bandar Abbas. The sampling method was cluster-random. After placing the banks in the three clusters of state-owned banks, private banks and financial and credit institutions, Sepah, Sanat and Ma'dan banks were randomly selected from among the state-owned banks. Ansar Cooperative, Ayandeh, Shahr, Refah and Mehr Eghtesad Banks were randomly selected from among private banks and Noor and Caspian Financial and Credit Institutions were also randomly selected from among financial and credit institutions. A total of 213 questionnaires were distributed among the customers of selected banks as convenient, and finally 203 questionnaires could be reviewed. Data analysis was performed by SPSS16 and PLS3-SMART software. The results show that brand-centered human resource management and brand identification have a positive and significant effect on brand citizenship behavior, but a positive relationship between brand trust, brand commitment, employees' self-concept of brand and brand pride with brand citizenship behavior was not found. Also, a positive relationship between brand-centered human resource management and employees' self-concept of brand, employees' self-concept of brand and brand pride, employees' self-concept of brand and brand identification, brand identification and brand pride, brand identification and brand commitment, and brand trust and brand commitment were confirmed.
Machine summary:
MSc, Department of Business Management, University of Hormozgan, Bandar Abbas, Hormozgan, Iran Abstract The goal of this study is to examine the antecedents of brand citizenship behavior in financial institutions by considering the internal relationship between them.
The results show that brand-centered human resource management and brand identification have a positive and significant effect on brand citizenship behavior, but a positive relationship between brand trust, brand commitment, employees' self-concept of brand and brand pride with brand citizenship behavior was not found.
(2017) Managing brand identity: effects on the employees Helm (2016) Exploring the impact of employees’ self-concept, brand identification and brand pride on brand citizenship behaviors Internal branding management is related to brand-based human resource management, brand communication and brand leadership, and these three are associated with brand commitment and brand citizenship behavior.
Discussion The first hypothesis states that brand-based human resource management has a positive and significant effect on brand citizenship behavior, considering the T value which is equal to 2.
Confirmation of this relationship and the high value of the path coefficient indicate the importance of brand- based human resource management in the emergence of brand citizenship behavior.
The value of T-Value for the third hypothesis in Table (9) indicates that this hypothesis is not confirmed and it can be said that brand commitment has no effect on brand citizenship behavior in the study population.
The seventh hypothesis of the study, which shows the positive impact of brand-based human resource management on employees' self-concept of the brand, was confirmed with a T value of 16.