The mediating role of psychological ownership in the relationship between organizational pride and organizational support with brand citizenship behavior

Brand citizenship behavior of employees has become an intriguing concept by enabling the brand to gain meaning from the employee's perspective. Due to its value of strengthening brand image it is wondered that which factors have an impact on brand citizenship behavior. Brand citizenship behavior attracts attention in researches in the marketing literature. However, the relationship between brand citizenship behavior and the concepts being examined in the field of management and organization, especially in the field of organizational behavior, also arouses curiosity. In this context, the purpose of this study is to examine the role of psychological ownership in the relationship between organizational pride and organizational support with brand citizenship behavior. In order to explain the relationship between the variables of the study, a research model was first created and the research was conducted with the participation of aviation employees working in a company operating in the aviation sector to evaluate the model. Correlation and regression analyses were used to test the hypotheses of the research. With the findings, the partial mediating role of the psychological ownership in the relationship between organizational pride and organizational support with brand citizenship behavior is revealed.