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Examining the Relationship among Brand Commitment, Brand Trust, and Brand Citizenship Behavior in the Service Industry

Análisis de la relación entre el compromiso de marca, la confianza en la marca y la ciudadanía corporativa de las marcas en la industria de servicios

dc.creatorHandayani, Nurina Putri
dc.creatorHerwany, Aldrin
dc.date2020-01-30
dc.date.accessioned2021-03-18T21:12:46Z
dc.date.available2021-03-18T21:12:46Z
dc.identifierhttps://revistas.itm.edu.co/index.php/revista-cea/article/view/1459
dc.identifier10.22430/24223182.1459
dc.identifier.urihttp://test.repositoriodigital.com:8080/handle/123456789/11928
dc.descriptionBrands are strategic prerequisites that help organizations to generate more value for customers and sustainable competitive advantage among competitors. Employee behavior is crucial for brand success because the service provided by employees is located in the interface between brand commitment and brand delivery. As a result, an increasing number of banks is encouraging their employees to be more competitive and improve the efficacy and stability of the banking sector. The main objective of this work is to investigate the relationships among brand commitment, brand trust, and brand citizenship behavior in private banks. The data were collected from 249 respondents from private banking companies in Indonesia. Structural equation modelling was used to test research hypotheses, and a highly reliable and valid model was developed. The findings indicate that brand commitment has a positive effect on brand citizenship behavior, while brand trust is not a predictor of brand citizenship behavior. Furthermore, there is a correlation between brand commitment and brand trust. These findings provide useful insight and suggestions for managers in the banking sector.en-US
dc.descriptionUna marca es un prerrequisito estratégico que ayuda a las organizaciones a generar más valor para sus clientes y una ventaja competitiva sostenible entre sus competidores. El comportamiento de los empleados es crucial para el éxito de la marca porque el servicio que prestan se encuentra en la interfaz entre el compromiso de la marca y el cumplimiento de la misma. Un número creciente de bancos ofrece la oportunidad de alentar a las empresas a ser más competitivas y mejorar la eficacia y la estabilidad de la banca. El objetivo principal de este artículo es estudiar las relaciones entre el compromiso de marca, la confianza en la marca y la ciudadanía corporativa de las marcas en bancos privados. Los datos fueron recolectados de 249 encuestados en compañías de banca privada en Indonesia. Se utilizó el modelado de ecuaciones estructurales para probar la hipótesis de investigación y se desarrolló un modelo con alta confiabilidad y validez. Los resultados indican que el compromiso de la marca tiene un efecto positivo en la ciudadanía corporativa de la marca, mientras que la confianza en la marca no es un predictor de dicha ciudadanía. Además, existe una correlación entre el compromiso de la marca y la confianza en la marca. Estos hallazgos proporcionan ideas y sugerencias útiles para la gestión corporativa en el sector bancario.es-ES
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dc.languageeng
dc.publisherInstituto Tecnológico Metropolitano - ITMes-ES
dc.relationhttps://revistas.itm.edu.co/index.php/revista-cea/article/view/1459/1484
dc.relationhttps://revistas.itm.edu.co/index.php/revista-cea/article/view/1459/1487
dc.relationhttps://revistas.itm.edu.co/index.php/revista-cea/article/view/1459/1543
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dc.rightsDerechos de autor 2020 Instituto Tecnológico Metropolitanoes-ES
dc.rightshttp://creativecommons.org/licenses/by-nc-sa/4.0es-ES
dc.sourceRevista CEA; Vol. 6 No. 11 (2020); 13-23en-US
dc.sourceRevista CEA; Vol. 6 Núm. 11 (2020); 13-23es-ES
dc.source2422-3182
dc.source2390-0725
dc.subjectBrand commitmenten-US
dc.subjectbrand trusten-US
dc.subjectbrand citizenship behavioren-US
dc.subjectcompromiso de marcaes-ES
dc.subjectconfianza en la marcaes-ES
dc.subjectciudadanía corporativaes-ES
dc.titleExamining the Relationship among Brand Commitment, Brand Trust, and Brand Citizenship Behavior in the Service Industryen-US
dc.titleAnálisis de la relación entre el compromiso de marca, la confianza en la marca y la ciudadanía corporativa de las marcas en la industria de servicioses-ES
dc.typeinfo:eu-repo/semantics/article
dc.typeinfo:eu-repo/semantics/publishedVersion


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