The Mediating Role of Motivation Between Brand Citizenship Behavior and Employee Performance: A Study of Supervisors Perception

Abstract

The purpose of this research is to study the direct impact of brand citizenship behavior on employees' performance, as well as its indirect effect, having intrinsic and extrinsic motivations as mediators, for employees working in international franchised branded organizations operating in Yemen.Design/methodology/approach -The research targeted supervisors that have subordinates under their supervision. They were asked to answer a survey questioner based on their observations of their subordinates' behavior. 207 responses were accepted to participate in the research analysis, which was conducted using structural equational modeling.Findings -It has been found that there is a direct impact of brand citizenship behavior on employee performance. It was also found that intrinsic motivations have the only mediating role between brand citizenship behavior toward employee performance, on the other hand, no mediation role was found for extrinsic motivations. Discussion -This research has combined the branding field and organizational behavior field. It contributes to the internal brand management field besides employee performance management, by presenting insights to management in their internal branding strategies and employee motivators. On the other hand, it provides subordinates an overview of their supervisors' perceptions.