Open AccessExamining the Relationship among Brand Commitment, Brand Trust, and Brand Citizenship Behavior in the Service Industry
Author(s) -
Nurina Putri Handayani,
Aldrin Herwany
Publication year - 2020
Publication title -
revista cea/rev. cea
Language(s) - English
Resource type - Journals
eISSN - 2422-3182
pISSN - 2390-0725
DOI - 10.22430/24223182.1459
Subject(s) - brand management , organizational citizenship behavior , business , competitor analysis , marketing , brand awareness , service (business) , corporate branding , brand equity , value (mathematics) , dual (grammatical number) , tertiary sector of the economy , advertising , organizational commitment , psychology , social psychology , art , literature , machine learning , computer science
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.