Corporate Branding, Brand Psychological Ownership and Brand Citizenship Behaviour: Multilevel Analysis and Managerial Implications

Abstract

Brand psychological ownership can be defined as a psychological experience producing positive brand attitudes and brand cognitions, such as a feeling of ownership towards a brand, and altruistic spirit towards brand-related activities. Building on, and extending the work of Chang. Chiang and Han (2012), this paper investigates the antecedents and consequences of brand psychological ownership. A multilevel approach is taken to investigate the relationship between three major constructs related to branding efforts: brand psychological ownership, corporate branding and brand citizenship behaviour. In the individual analysis, brand psychological ownership was found to have a positive effect on brand citizenship behaviour. In the multilevel analyses the results show that corporate branding has a positive effect on brand psychological ownership and brand citizenship behaviour. As a result, leaders and general managers can use corporate brand building as a tool for employee motivation and even cultural change. Organisational-level brand citizenship behaviour is found to positively affect brand equity. Furthermore, brand psychological ownership mediated the relationship between corporate branding and brand citizenship behaviour in the multilevel relationship. The paper discusses these findings, their contribution to current literature and their implications for future research and management development.

“That’s my job” Exploring the effect of brand empowerment towards employee brand equity: Mediating role of employee critical psychological states

“…employee brand equity. Past studies also supported this study's findings, where brand psychological ownership significantly influenced employee behavior that reflects brand values (Chang et al, 2012(Chang et al, , 2015Chiang, 2009;Chiang et al, 2013) and employee brand understanding positively influenced the personal outcome, i.e. employee brand equity (King & So, 2015;Piehler et al, 2016b;Xiong et al, 2013).…”

“…On the other hand, there are limited research efforts on employees' critical psychological states or their mental processes, i.e. employee brand understanding (Piehler, King, Burmann, & Xiong, 2016;Xiong, King, & Piehler, 2013) and brand psychological ownership (Chang, Chiang, & Han, 2012;Chiang, 2009;Chiang, Chang, Han, & McConville, 2013), which could be used to manage employees' brand behavior. Moreover, there is little discussion on the antecedents of employee critical psychological states in the branding literature (Altaf, Mokhtar, & Ghani, 2017;Piehler et al, 2016)2016b.…”

The attitudinal and behavioral impact of brand-centered human resource management

“…It has been argued that brand-centered HRM creates a ‘personal identity - brand fit’ between employees and the organization’s brand values (Porricelli et al , 2014, p. 746). Chiang et al (2013) describe brand-centered HRM as a strategy to build brand value, by creating conditions which encourage employees to become highly involved in brand practices and achieve brand-related goals. Brand-centered HRM focuses on developing linkages between all aspects of HRM and brand-related attitudes and behaviors.…”

Brand Commitment Dan Brand Psychological Ownership Dalam Memediasi Pengaruh Internal Corporate Branding Terhadap Brand Citizenship Behavior

“…Begitu juga brand psychological ownership yang merupakan self-image melalui pemahaman terhadap brand value yang kemudian menginternalisasi brand tersebut sehingga terbentuk perilaku dukungan terhadap brand. Chiang et al (2013) citizenship behavior sebagai timbal balik yang berfokus pada brand perusahaan. Organisasi dapat memberikan karyawan hak untuk mendapatkan informasi tentang brand perusahaan melalui brand information, hak untuk turut berpartisipasi dalam pengambilan keputusan terkait brand melalui interaksi dengan pemangku kepentingan internal dan koordinasi departemental, serta hak untuk berbagi kemanfaatan melalui praktik (Chiang et al, 2013).…”

“…Chiang et al (2013) citizenship behavior sebagai timbal balik yang berfokus pada brand perusahaan. Organisasi dapat memberikan karyawan hak untuk mendapatkan informasi tentang brand perusahaan melalui brand information, hak untuk turut berpartisipasi dalam pengambilan keputusan terkait brand melalui interaksi dengan pemangku kepentingan internal dan koordinasi departemental, serta hak untuk berbagi kemanfaatan melalui praktik (Chiang et al, 2013). Analisa terhadap hasil menunjukkan bahwa brand psychological ownership berpengaruh positif dan signifikan (H5) terhadap brand citizenship behavior dan merupakan variabel mediasi (H7).…”