An investigation on employee citizenship behaviour: An internal brand management perspective

One of the most researched concepts in business studies in recent years is internal branding (INB). The effects on the perceptions and behaviours of business employees have been revealed in different studies. In addition to its direct effect, many studies have shown that it also plays a role as a tool. One of the contributions of the study to the literature is that INB plays a mediating role in the effect of brand orientation of the company on employee brand identification (EBI). Another contribution of the study to the literature is that it reveals the moderating role of employer brand image (EIMAGE) in the impact of employee brand identification (EBI) on employee brand citizenship behaviour (EBCB). The moderator effect of the sub-dimensions of the employer brand image (EIMAGE), which is understood to play a partial moderator role, was also tested. It has been seen that sincerity and competence sub- dimensions play a moderating role. In the model created in the study, the effect of Brand orientation of the company (BOC), employee brand identification (EBI), internal branding (INB), and employer brand image (EIMAGE), which affect Employee brand citizenship behaviour (EBCB), was tested. At the end of the analysis with the AMOS Process, it was revealed that the model was significant.