Title: The relationship between employee self-concept, brand identity, brand pride and brand citizenship behaviour and customer satisfaction

Authors: Sara Jahan Abadi; Zahra Mahdavipour; Ali Rezaei; Fateme Nazari

Addresses: Faculty of Management, Nooretouba Virtual University, Tehran, Iran ' Department of Management, Abadeh Branch, Islamic Azad University, Abadeh, Iran ' Department of Management, Abadeh Branch, Islamic Azad University, Abadeh, Iran ' Department of Management, Abadeh Branch, Islamic Azad University, Abadeh, Iran

Abstract: The aim of this study is to examine the relationship between employee self-concept, brand identity, brand pride and brand citizenship behaviour and customer satisfaction. This study uses data from the service employees and customers in the hotel industry in Isfahan in 2016. The 357 customer-employee pairs filled out a questionnaire. A structural equation modelling technique using SPSS and AMOS software was used to analyse data of the questionnaire. The results of this study show consistency of brand and actual self and ideal self of employees had a positive and significant effect on brand identification and brand pride. Moreover, brand identification had a positive and significant effect on brand pride. Brand identification and brand pride had a positive and significant effect on brand citizenship behaviour which led to customer satisfaction.

Keywords: employee self-concept; brand identity; brand pride; brand citizenship behaviour; customer satisfaction.

DOI: 10.1504/IJBEX.2021.113436

International Journal of Business Excellence, 2021 Vol.23 No.2, pp.171 - 187

Received: 25 May 2018
Accepted: 01 Feb 2019
Published online: 05 Mar 2021 *

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