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Internal Branding Affecting Brand Citizenship Behavior of Office Staff in Ho Chi Minh City

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This study examines the internal branding factors that influence brand citizenship behavior (BCB). It suggests managerial implications to enhance brand citizenship behavior. Data were collected from a direct survey of 193 office employees, measuring based on a scale of King & Grace's (2008, 2009, 2010). Cronbach's Alpha results are reliable. Exploratory factor analysis (EFA), multiple regression analysis and differential determination were conducted. The study is finding that there are four factors affecting to BCB: (1) Knowledge dissemination (β = 0.437); (2) Information generation (β = 0.350), The “H” factor (β = 0.158) and Openness (β = 0.110). The four groups of the managerial implications are suggested for practice. |