Brand-Oriented Extra-Role Behaviors: Employees' Brand Citizenship Behaviors (BCB) and Employees' Negative Word-of-Mouth (NWOM)

摘要

Employees' discretionary brand-oriented behaviors play a crucial role in brand building and, eventually, corporate success. Therefore, firms should make efforts to promote employees' positive brand-oriented behaviors (i.e. BCB) and prevent employee's negative brand-oriented behaviors (i.e. NWOM). Across marketing and service marketing discipline, academic research has been made to examine the mechanism by which employees' perception of the workplace is transformed into brand-oriented behaviors both in-role and extrrole. However, these studies (1) overly focus on positive brand-oriented behaviors but ignore negative ones, (2) center around employees' cognitive responses but neglect their affective ones, and (3) thus leave the relative strength of cognitive and affective process unclear. As an effort to close the identified gaps, we aim to (1) examine whether workplace events trigger two types of employees' discretionary brand-oriented behaviors through the cognitive or affective process, and, thereby (2) enhance the understanding of such behaviors and, ultimately, (3) suggest managerial implication. Especially, for the managerial implication, we propose employees' brand knowledge as a factor to enhance BCB and mitigate employees' NWOM. Ultimately, our research effort aims to serve as an answer to the academic call for the study on the service, which has been regarded as a substantive domain (Palmatier 2016).