Title: Role of internal brand equity and brand citizenship behaviour on customer's satisfaction

Authors: Negin Sangari; Zhaleh Alizadeh; Fatemeh Alizadeh; Shib Sankar Sana

Addresses: Department of Management, Faculty of Social Sciences and Economy, Alzahra University, Tehran, Iran ' Department of Management, Faculty of Social Sciences and Economy, Alzahra University, Tehran, Iran ' Department of Management, Faculty of Social Sciences and Economy, Alzahra University, Tehran, Iran ' Department of Mathematics, Kishore Bharati Bhagini Nivedita College, Ramkrishna Sarani, Behala, Kolkata-700060, India

Abstract: The objectives of this proposed article are to explore the direct and indirect effects of employee-based brand equity on customer satisfaction with the mediation of employee's satisfaction and brand citizenship behaviour as brand equity benefits. The statistical population of this applied descriptive study consisted of all behind-the-counter employees and managers of Shahr Bank branches in Karaj who had also accounts in this bank. The sample consisted of 384 individuals selected through available sampling. The legitimacy of the survey was confirmed over construct and content validity, and its reliability was confirmed by using the Cronbach's alpha coefficient. For data analysis, construct equation modelling (CEM) was used with the PLS software. The results indicated that employee-based brand equity (brand knowledge, brand commitment, and role clarity) has a positive effect on customer satisfaction. Employee-based brand equity benefits along with the elements of brand citizenship behaviour and employee satisfaction affect customer satisfaction positively.

Keywords: internal brand equity; customer satisfaction; brand equity benefits; employee satisfaction; brand citizenship behaviour; construct equation modelling; CEM.

DOI: 10.1504/IJEMR.2024.140815

International Journal of Electronic Marketing and Retailing, 2024 Vol.15 No.5, pp.558 - 579

Received: 01 Dec 2021
Accepted: 05 Apr 2022
Published online: 03 Sep 2024 *

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