Explaining the Role of Organizational Citizenship Behavior on Customer Based Brand Equity
Subject Areas : Jounal of Marketing Management
M. Mahmoudi Maymand
1
(دانشیار، گروه مدیریت اجرایی وMBA ، دانشگاه پیام نور، تهران، ایران)
A. Harandi
2
(دانشجوی دکتری مدیریت بازرگانی، دانشگاه علامه طباطبائی، تهران، ایران)
Keywords: Organizational Citizenship Beh, Altruism, courtesy, Sportsmanship, Conscientiousness, Civic virtue, Brand Equity, Brandi, Brand Loyalty, Branch awareness, perceived quality,
Abstract :
The organizational citizenship behavior, as the optional & intentional behaviors of employees, have considerable effect on the individual and organizational performance, placing the employees in a situation to perform some assignments beyond their occupational description and functions, one the one part the brand making topic as well as brand management have various fans nowadays in marketing world to the extend that making a popular powerful brand in the market is the goal of may organizations. The effects of expressing organizational citizenship behavior on the brand value and its dimensions as well, from the point of view of the customers in innovation model are reviewed in the current article. The data required for this research haven been collected by "Padideh Shandiz Chain Restaurants" guild union employees polling in connection with organizational citizenship behavior and on the customers' available nonrandom sampling basis in brand value section and in the form of a questionnaire. Podskoff and his colleagues questionnaire was used for evaluation of citizenship behavior, and the researcher questionnaire, designed based on Kim, Tang, Hawley and Aker studies, was used for evaluation of the brand value. This research is applicatory with surveying nature, structural equations method and Pls software are used for data analysis. The concluded results express that all the dimensions of organizational citizenship behaviors have a positive meaningful effect on the brand value from the point of view of the customers.
