EMPLOYEE BRAND UNDERSTANDING, BRAND COMMITMENT, AND BRAND CITIZENSHIP BEHAVIOR - A CLOSER LOOK AT THE RELATIONSHIPS BETWEEN THE CONSTRUCTS' DIMENSIONS

摘要

There were significant positive effects of BC and BU on BCB. In addition, there was also a significant positive relationship between BU and BC. Regarding the dimensions of BCB, all dimensions were affected significantly positive by BC and BU. The latter had a larger effect on the BCB dimensions of brand compliance and brand development than BC. In contrast, BC had a larger effect on the BCB dimension of brand endorsement than BU. Therefore, the perception that the employees are responsible for the brand's perception and success is important for extra-role behavior of brand endorsement.