BRAND CITIZENSHIP BEHAVIORS: A REVIEW ON RELATED CONCEPTS AND EMPERICAL IMPLICATION

Year 2017, , 267 - 275, 30.09.2017

K.A.Apeksha Nirmali Mohd Shukri Ab Yajid Ali Khatibi S. M. Ferdous Azam S.R.Sepalika Sudasinghe

https://doi.org/10.17261/Pressacademia.2017.704

Abstract

Purpose- The
development of research on Brand Citizenship Behaviors (BCBs) has brought about
some reasonable disarray about the way of the build, and made it troublesome
for everything except the most enthusiastic peruses to stay aware of advancements
in this area. Theory and research on Brand Citizenship Behaviors (BCB) assume
BCB as an arrangement of alluring practices that adds to the brand Performance.
But the antecedents of BCB are not completely researched. This paper reviews
the concept of BCB in relation with related concepts and empirical implications
found in the existing knowledge sphere. 

Methodology- Researchers
followed literature Review as the main methodology to review the existing
empirical knowledge to build conceptual content to support for the proposed
research directions.  

Findings- The findings  provides the insights on how empirical
findings being shared in literature reviews connecting the concept of Band
Citizenship behavior and related concepts and implications.

Conclusion- Based on the
discussion, postulate the future research directions in line with the empirical
knowledge gaps found within.  

Keywords

Brand citizenship behavior, brand commitment, job satisfaction, internal branding, implications

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