IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v8y2024i8p4558-4574.html
   My bibliography  Save this article

Brand Supportive Behavior among Insurance Agents in Malaysia

Author

Listed:
  • Adilah Othman

    (Faculty of Business and Management, Universiti Teknologi Mara, Dungun Terengganu, Malaysia)

  • Hasnizam Shaari

    (School of Business Management, Universiti Utara Malaysia, Sintok, Kedah, Malaysia)

  • Siti Noor Aishah Mohd Sidik

    (Faculty of Business and Management, Universiti Teknologi Mara, Dungun Terengganu, Malaysia)

Abstract

Brand supportive behavior is important to companies because it shows the willingness of agents to go beyond their prescribed roles for the good of the corporate brand. Hence, this study aimed to examine the relationship of internal brand orientation and customer orientation on brand supportive behavior. A research framework was established based on existing literature to test the relationship among these variables. The Social Exchange Theory were employed to explain the relationship between the variables being studied. In order to empirically test the research framework of the study, data were collected by employing a questionnaire survey. 350 respondents from the insurance industry were selected using the systematic sampling. The data collected was analyzed using the Partial Least Square Structural Equation Modelling (PLS-SEM). The empirical result revealed that internal brand orientation, customer orientation, influenced brand supportive behavior. The results of this study provide insights to managers whereby they must use appropriate applications of internal brand management practices such as internal brand orientation and customer orientation. These findings also suggest that internal brand orientation, customer orientation are crucial factors that affect the willingness of agents to commit to brand supportive behavior.

Suggested Citation

  • Adilah Othman & Hasnizam Shaari & Siti Noor Aishah Mohd Sidik, 2024. "Brand Supportive Behavior among Insurance Agents in Malaysia," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(8), pages 4558-4574, August.
    • Handle: RePEc:bcp:journl:v:8:y:2024:i:8:p:4558-4574
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-8-issue-8/4558-4574.pdf
    Download Restriction: no
    File URL: https://rsisinternational.org/journals/ijriss/articles/brand-supportive-behavior-among-insurance-agents-in-malaysia/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Boukis, Achilleas & Punjaisri, Khanyapuss & Balmer, John M.T. & Kaminakis, Kostas & Papastathopoulos, Avraam, 2021. "Unveiling front-line employees’ brand construal types during corporate brand promise delivery: A multi-study analysis," Journal of Business Research, Elsevier, vol. 131(C), pages 673-685.
    2. Jean-Noël Kapferer & Isabelle Schuiling, 2004. "Executive Insights: Real Differences Between Local and International Brands: Strategic Implications for International Marketers," Post-Print hal-00781539, HAL.
    3. Stock, Ruth & Hoyer, Wayne, 2002. "Leadership Style as Driver of Salespeople’s Customer Orientation," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 35558, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    4. Balmer, John M.T. & Lin, Zhibin & Chen, Weifeng & He, Xinming, 2020. "The role of corporate brand image for B2B relationships of logistics service providers in China," Journal of Business Research, Elsevier, vol. 117(C), pages 850-861.
    5. Gong, Taeshik & Wang, Chen-Ya & Lee, Kangcheol, 2020. "The consequences of customer-oriented constructive deviance in luxury-hotel restaurants," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    6. Stock, Ruth & Hoyer, Wayne, 2002. "Leadership Style as Driver of Salespeople’s Customer Orientation," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 60494, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
    7. James Agyei & Shaorong Sun & Eugene Abrokwah & Emmanuel Kofi Penney & Richmond Ofori-Boafo, 2020. "Influence of Trust on Customer Engagement: Empirical Evidence From the Insurance Industry in Ghana," SAGE Open, , vol. 10(1), pages 21582440198, January.
    8. Hughes, Douglas E. & Richards, Keith A. & Calantone, Roger & Baldus, Brian & Spreng, Richard A., 2019. "Driving In-Role and Extra-Role Brand Performance among Retail Frontline Salespeople: Antecedents and the Moderating Role of Customer Orientation," Journal of Retailing, Elsevier, vol. 95(2), pages 130-143.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Adilah Othman & Mohd Saad Mohd Yusoff & Siti Noor Aishah Mohd Sidik, 2025. "The Impact of Brand Psychological Ownership and Internal Brand Orientation on Employees’ Brand-Supportive Behavior in Malaysia," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(4), pages 857-868, April.
    2. Mohd Saad Mohd Yusoff*, 2025. "The Role of Compensation, Supervision Support, and Working Environment in Shaping Job Satisfaction among Plantation Workers in Malaysia: A Conceptual Paper," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(3), pages 4578-4585, March.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Adilah Othman & Mohd Saad Mohd Yusoff & Siti Noor Aishah Mohd Sidik, 2025. "The Impact of Brand Psychological Ownership and Internal Brand Orientation on Employees’ Brand-Supportive Behavior in Malaysia," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(4), pages 857-868, April.
    2. Jeff S. Johnson, 2024. "“Sorry about my manager”: Mitigating customer-facing adverse manager behaviors," Journal of the Academy of Marketing Science, Springer, vol. 52(4), pages 1130-1151, July.
    3. Ruth Stock-Homburg, 2008. "Die Rolle des marktorientierten Personalmanagements im Rahmen der Umsetzung marktorientierter Strategien: Eine empirische Untersuchung," Schmalenbach Journal of Business Research, Springer, vol. 60(2), pages 124-152, March.
    4. Nor Azila Mohd Noor & Azilah Kasim & Cezar Scarlat & Azli Muhamad, 2010. "Importance of Organizational Commitment, Job Motivation and Front Liners Self Efficacy Towards the Marketability of Hotel Industry in Kuala Lumpur Malaysia," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 3(1-2), pages 64-72.
    5. Afsheen Fatima & Sarah Salah Uddin & Saba Mehmood & Ashfeen Bibi, 2018. "Job Resourcefulness, Customer Orientation and Employees Outcomes: A Study of Hotel Employees in Pakistan," Information Management and Business Review, AMH International, vol. 9(6), pages 6-17.
    6. Balmer, John M.T. & Podnar, Klement, 2021. "Corporate brand orientation: Identity, internal images, and corporate identification matters," Journal of Business Research, Elsevier, vol. 134(C), pages 729-737.
    7. Kadic-Maglajlic, Selma & Micevski, Milena & Arslanagic-Kalajdzic, Maja & Lee, Nick, 2017. "Customer and selling orientations of retail salespeople and the sales manager's ability-to-perceive-emotions: A multi-level approach," Journal of Business Research, Elsevier, vol. 80(C), pages 53-62.
    8. Mădălin Dorel Țap & Anamaria-Cătălina Radu & Cristina Stanciu (Neculau) & Raluca Răducu & Ivona Răpan, 2022. "The Impact of the COVID-19 Pandemic on the Reputation Management of High-Tech Dentistry in Romania," Sustainability, MDPI, vol. 15(1), pages 1-12, December.
    9. Ruan, Yanya & Mezei, József, 2022. "When do AI chatbots lead to higher customer satisfaction than human frontline employees in online shopping assistance? Considering product attribute type," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    10. Hwai-Shuh Shieh & Shu-Chen Lin, 2023. "The Influence of a Celebrity Chef on Customer Repurchase Behavior: Empirical Study of Taiwan’s F&B Industry During COVID-19 Pandemic," SAGE Open, , vol. 13(2), pages 21582440231, May.
    11. Kotler, Philip & Manrai, Lalita A. & Lascu, Dana-Nicoleta & Manrai, Ajay K., 2019. "Influence of country and company characteristics on international business decisions: A review, conceptual model, and propositions," International Business Review, Elsevier, vol. 28(3), pages 482-498.
    12. Djavlonbek Kadirov & Ahmet Bardakcı & Murat Kantar, 2018. "The impact of linguistic proximity and diglossia on brand name and slogan extension tendencies in the Turkish, Russian and Arabic contexts," Journal of Brand Management, Palgrave Macmillan, vol. 25(2), pages 147-159, March.
    13. Tuan, Luu Trong & Ngan, Vu Thanh, 2021. "Leading ethically to shape service-oriented organizational citizenship behavior among tourism salespersons: Dual mediation paths and moderating role of service role identity," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    14. Shams, Riad & Chatterjee, Sheshadri & Chaudhuri, Ranjan, 2024. "Developing brand identity and sales strategy in the digital era: Moderating role of consumer belief in brand," Journal of Business Research, Elsevier, vol. 179(C).
    15. Xiaobing Xu & Rong Chen, 2016. "The role of a model’s race in influencing Chinese consumers’ product perception," Asian Business & Management, Palgrave Macmillan, vol. 15(3), pages 201-225, July.
    16. Riefler, Petra, 2012. "Why consumers do (not) like global brands: The role of globalization attitude, GCO and global brand origin," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 25-34.
    17. Good, Megan C. & Schwepker, Charles H., 2022. "Business-to-business salespeople and political skill: Relationship building, deviance, and performance," Journal of Business Research, Elsevier, vol. 139(C), pages 32-43.
    18. Archillies Kiwanuka & Athenia Bongani Sibindi, 2023. "Insurance Inclusion in Uganda: Impact of Perceived Value, Insurance Literacy and Perceived Trust," JRFM, MDPI, vol. 16(2), pages 1-20, January.
    19. Lin, Yi-Hsin & Lin, Feng-Jyh & Wang, Kuo-Hsiung, 2021. "The effect of social mission on service quality and brand image," Journal of Business Research, Elsevier, vol. 132(C), pages 744-752.
    20. Hugo Palácios & Helena de Almeida & Maria José Sousa, 2021. "A Bibliometric Analysis of Service Climate as a Sustainable Competitive Advantage in Hospitality," Sustainability, MDPI, vol. 13(21), pages 1-27, November.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:8:y:2024:i:8:p:4558-4574. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.