IDEAS home Printed from https://ideas.repec.org/a/ids/ijemre/v15y2024i5p558-579.html
   My bibliography  Save this article

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

Author

Listed:
  • Negin Sangari
  • Zhaleh Alizadeh
  • Fatemeh Alizadeh
  • Shib Sankar Sana

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.

Suggested Citation

  • Negin Sangari & Zhaleh Alizadeh & Fatemeh Alizadeh & Shib Sankar Sana, 2024. "Role of internal brand equity and brand citizenship behaviour on customer's satisfaction," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 15(5), pages 558-579.
    • Handle: RePEc:ids:ijemre:v:15:y:2024:i:5:p:558-579
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=140815
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    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:ids:ijemre:v:15:y:2024:i:5:p:558-579. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=43 .

    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.