TY  - JOUR
TT  - BRAND CITIZENSHIP BEHAVIORS: A REVIEW ON RELATED CONCEPTS AND EMPERICAL IMPLICATION
AU  - Nirmali, K.A.Apeksha
AU  - Yajid, Mohd Shukri Ab
AU  - Khatibi, Ali
AU  - Azam, S. M. Ferdous
AU  - Sudasinghe, S.R.Sepalika
PY  - 2017
DA  - September
DO  - 10.17261/Pressacademia.2017.704
JF  - Research Journal of Business and Management
JO  - RJBM
PB  - Suat TEKER
WT  - DergiPark
SN  - 2148-6689
SP  - 267
EP  - 275
VL  - 4
IS  - 3
KW  - Brand citizenship behavior
KW  - brand commitment
KW  - job satisfaction
KW  - internal branding
KW  - implications
N2  - Purpose- Thedevelopment of research on Brand Citizenship Behaviors (BCBs) has brought aboutsome reasonable disarray about the way of the build, and made it troublesomefor everything except the most enthusiastic peruses to stay aware of advancementsin this area. Theory and research on Brand Citizenship Behaviors (BCB) assumeBCB as an arrangement of alluring practices that adds to the brand Performance.But the antecedents of BCB are not completely researched. This paper reviewsthe concept of BCB in relation with related concepts and empirical implicationsfound in the existing knowledge sphere. Methodology- Researchersfollowed literature Review as the main methodology to review the existingempirical knowledge to build conceptual content to support for the proposedresearch directions. Findings- The findings provides the insights on how empiricalfindings being shared in literature reviews connecting the concept of BandCitizenship behavior and related concepts and implications. Conclusion- Based on thediscussion, postulate the future research directions in line with the empiricalknowledge gaps found within.
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UR  - https://doi.org/10.17261/Pressacademia.2017.704
L1  - https://dergipark.org.tr/en/download/article-file/374034
ER  -