Antecedents and consequences of brand citizenship behavior in private higher education institutions

References

• Aaker, D. A. (1996). Building strong brands. Simon & Schuster.
   Google Scholar
• Anabila, P., Kastner, A. N. A., Bulley, C. A., & Allan, M. M. (2019). Market orientation: A key to survival and competitive advantage in Ghana’s private universities. Journal of Marketing for Higher Education, 30(1), 125–144. https://doi.org/10.1080/08841241.2019.1693474
   Web of Science ®Google Scholar
• Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology & Marketing, 20(2), 123–138. https://doi.org/10.1002/mar.10063
   Web of Science ®Google Scholar
• Aseleage, J., & Eisenberger, R. (2003). Perceived organizational support and psychological contracts: A theoretical integration. Journal of Organizational Behavior, 24(5), 491–509. https://doi.org/10.1002/job.211
   Google Scholar
• Atousa, F., Nahavandi, N., & Caruana, A. (2008). The effect of internal marketing on organizational commitment in Iranian banks. American Journal of Applied Sciences, 5(11), 1480–1486. https://doi.org/10.3844/ajassp.2008.1480.1486
   Google Scholar
• Aurand, T. W., Gorchels, L., & Bishop, T. R. (2005). Human resource management’s role in internal branding: An opportunity for cross-functional brand message synergy. The Journal of Product and Brand Management, 14(2/3), 163–169. https://doi.org/10.1108/10610420510601030
   Google Scholar
• Bagozzi, R. P. (1975). Marketing as exchange. Journal of Marketing, 39(4), 32–39. https://doi.org/10.1177/002224297503900405
   Web of Science ®Google Scholar
• Baker, T., Rapp, A., Meyer, T., & Mullins, R. (2014). The role of brand communications on front line service employee beliefs, behaviors, and performance. Journal of the Academy of Marketing Science, 42(6), 642–657. https://doi.org/10.1007/s11747-014-0376-7
   Web of Science ®Google Scholar
• Baldauf, A., Cravens, K. S., & Binder, G. (2003). Performance consequences of brand equity management: Evidence from organizations in the value chain. Journal of Product & Brand Management, 12(4), 220–236. https://doi.org/10.1108/10610420310485032
   Google Scholar
• Baron, S., Harris, K., & Harris, R. (2001). Retail theater: The ‘intended effect’ of the performance. Journal of Service Research, 4(2), 102–117. https://doi.org/10.1177/109467050142003
   Google Scholar
• Bateman, T. S., & Organ, D. W. (1983). Job satisfaction and the good soldier: The relationship between affect and employee “citizenship”. Academy of Management Journal, 26(4), 587–595. https://doi.org/10.5465/255908
   Web of Science ®Google Scholar
• Berry, L. L., Burke, M. C., & Hensel, J. S. (1976). Improving retailer capability for effective consumerism respons. Journal of Retailing, 52(3), 3–14.
   Web of Science ®Google Scholar
• Blau, P. M. (1964). Exchange and power in social life. Wiley.
   Google Scholar
• Burmann, C., & Zeplin, S. (2005). Building brand commitment: A behavioral approach to internal brand management. Journal of Brand Management, 12(4), 279–300. https://doi.org/10.1057/palgrave.bm.2540223
   Google Scholar
• Burmann, C., Zeplin, S., & Riley, N. (2009). Key determinants of internal brand management success: An exploratory empirical analysis. Journal of Brand Management, 16(4), 264–284. https://doi.org/10.1057/bm.2008.6
   Google Scholar
• Chang, C. S., & Chang, H. C. (2009). Perceptions of internal marketing and organizational commitment of nurses. Journal of Advanced Nursing, 65(1), 92–100. https://doi.org/10.1111/j.1365-2648.2008.04844.x
   PubMed Web of Science ®Google Scholar
• Chapleo, C., & O’Sullivan, H. (2017). Contemporary thought in higher education marketing. Journal of Marketing for Higher Education, 27(2), 159–161. https://doi.org/10.1080/08841241.2017.1406255
   Web of Science ®Google Scholar
• Chiang, H.-H., Chang, A., & Han, T.-S. (2012). A multilevel investigation of relationships among brand-centered HRM, brand psychological ownership, brand citizenship behaviors, and customer satisfaction. European Journal of Marketing, 46(5), 626–662. https://doi.org/10.1108/03090561211212458
   Web of Science ®Google Scholar
• Christodoulides, G., & Michaelidou, N. (2011). Shopping motives as antecedents of e-satisfaction and e-loyalty. Journal of Marketing Management, 27(1-2), 181–197. https://doi.org/10.1080/0267257X.2010.489815
   Google Scholar
• Cropanzano, R., & Mitchell, M. S. (2005). Social exchange theory: An interdisciplinary review. Journal of Management, 31(6), 874–900. https://doi.org/10.1177/0149206305279602
   Web of Science ®Google Scholar
• Darawong, C., & Sandmaung, M. (2019). Service quality enhancing student satisfaction in international programs of higher education institutions: A local student perspective. Journal of Marketing for Higher Education, 29(2), 268–283. https://doi.org/10.1080/08841241.2019.1647483
   Web of Science ®Google Scholar
• Delcourt, C., Gremler, D. D., Van Riel, A. C., & Van Birgelen, M. (2013). Effects of perceived employee emotional competence on customer satisfaction and loyalty. Journal of Service Management, 24(1), 5–24. https://doi.org/10.1108/09564231311304161
   Web of Science ®Google Scholar
• Dholakia, R. R., & Acciardo, L. A. (2014). Branding a state university: Doing it right. Journal of Marketing for Higher Education, 24(1), 144–163. https://doi.org/10.1080/08841241.2014.916775
   Google Scholar
• Du Preez, R., & Bendixen, M. T. (2015). The impact of internal brand management on employee job satisfaction, brand commitment and intention to stay. International Journal of Bank Marketing, 33(1), 78–91. https://doi.org/10.1108/IJBM-02-2014-0031
   Web of Science ®Google Scholar
• Du Preez, R., Bendixen, M., & Abratt, R. (2017). The behavioral consequences of internal brand management among frontline employees. Journal of Product & Brand Management, 26(3), 251–261. https://doi.org/10.1108/JPBM-09-2016-1325
   Web of Science ®Google Scholar
• Eisenberger, R., Armeli, S., Rexwinkel, B., Lynch, P. D., & Rhoades, L. (2001). Reciprocation of perceived organizational support. Journal of Applied Psychology, 86(1), 42–51. https://doi.org/10.1037/0021-9010.86.1.42
   PubMed Web of Science ®Google Scholar
• Eisenberger, R., Huntington, R., Hutchison, S., & Sowa, D. (1986). Perceived organizational support. Journal of Applied Psychology, 71(3), 500–507. https://doi.org/10.1037/0021-9010.71.3.500
   Web of Science ®Google Scholar
• Elliott, K. M., & Healy, M. A. (2001). Key factors influencing student satisfaction related to recruitment and retention. Journal of Marketing for Higher Education, 10(4), 1–11. https://doi.org/10.1300/J050v10n04_01
   Google Scholar
• Flynn, F. (2005). Identity organizations and forms of social exchange in the organization. Academy of Management Review, 30(4), 737–750. https://doi.org/10.5465/amr.2005.18378875
   Web of Science ®Google Scholar
• Foa, U. G., & Foa, E. B. (1974). Societal structures of the mind. Charles C. Thomas.
   Google Scholar
• Fornell, C., & Larcker, D. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 382–388. https://doi.org/10.1177/002224378101800313
   Web of Science ®Google Scholar
• Fram, E. H., & McCarthy, M. S. (2003). From employee to brand champion. Marketing Management, 12(1), 24–29.
   Google Scholar
• Francois, P., & MacLachlan, D. L. (1995). Ecological validation of alternative customer-based brand strength measures. International Journal of Research in Marketing, 12(4), 321–332. https://doi.org/10.1016/0167-8116(94)00022-4
   Google Scholar
• Fuller, C. M., Simmering, M. J., Atinc, G., Atinc, Y., & Babin, B. J. (2016). Common methods variance detection in business research. Journal of Business Research, 69(8), 3192–3198. https://doi.org/10.1016/j.jbusres.2015.12.008
   Web of Science ®Google Scholar
• Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
   Google Scholar
• Hameed, I., & Irfan, Z. (2019). Entrepreneurship education: A review of challenges, characteristics and opportunities. Entrepreneurship Education, 2(3-4), 135–148. https://doi.org/10.1007/s41959-019-00018-z
   Google Scholar
• Hartman, D. E., & Schmidt, S. L. (1995). Understanding student/alumni satisfaction from a consumer’s perspective: The effects of institutional performance and program outcomes. Research in Higher Education, 36(2), 197–217. https://doi.org/10.1007/BF02207788
   Web of Science ®Google Scholar
• Hashim, S., Mohd Yasin, N., & Ya’kob, S. A. (2020). What constitutes student–university brand relationship? Malaysian students’ perspective. Journal of Marketing for Higher Education, 30(2), 180–202. https://doi.org/10.1080/08841241.2020.1713278
   Web of Science ®Google Scholar
• Ho, Y. W., & Merrilees, B. (2008). The performance benefits of being brand-oriented. Journal of Product & Brand Management, 17(6), 372–383. https://doi.org/10.1108/10610420810904112
   Google Scholar
• Homans, G. C. (1961). Social behavior. Harcourt, Brace, and World.
   Google Scholar
• Howe, N., & Strauss, W. (2000). Millennials rising: The next great generation. Vintage Books.
   Google Scholar
• King, C., & Grace, D. A. (2012). Examining the antecedents of positive employee brand-related attitudes and behaviors. European Journal of Marketing, 46(3/4), 469–488. https://doi.org/10.1108/03090561211202567
   Web of Science ®Google Scholar
• Lee, C., & Wen-Jung, C. (2005). The effects of internal marketing and organizational culture on knowledge management in the information technology industry. International Journal of Management, 22(4), 661–672.
   Google Scholar
• Leijerholt, U., Chapleo, C., & O’Sullivan, H. (2019). A brand within a brand: An integrated understanding of internal brand management and brand architecture in the public sector. Journal of Brand Management, 26(3), 277–290. https://doi.org/10.1057/s41262-018-0128-y
   Web of Science ®Google Scholar
• Miles, S. J., & Mangold, G. (2004). A conceptualization of the employee branding process. Journal of Relationship Marketing, 3(2-3), 65–87. https://doi.org/10.1300/J366v03n02_05
   Google Scholar
• Mitchell, M. S., Cropanzano, R., & Quisenberry, D. (2012). Social exchange theory, exchange resources and interpersonal relationships: A modest resolution of theoretical difficulties. In K. Tornblom & A. Kazemi (Eds.), Handbook of social resource theory: Theoretical extensions, empirical insights, and social applications (pp. 99–118). Springer.
   Google Scholar
• Molm, L. D., & Cook, K. S. (1995). Social exchange and exchange networks. In K. S. Cook. G. A. Fine, & J. Sell (Eds.), Sociological perspectives on social psychology. Allyn & Bacon.
   Google Scholar
• Moorman, R. H., Blakely, G. L., & Niehoff, B. P. (1998). Does perceived organizational support mediate the relationship between procedural justice and organizational citizenship behavior? Academy of Management Journal, 41(3), 351–357. https://doi.org/10.5465/256913
   Web of Science ®Google Scholar
• Mühlbacher, H., Raies, K., Grohs, R., & Koll, O. (2016). Drivers of brand strength: Configural paths to strong cognitive brand equity. Journal of Business Research, 69(8), 2774–2780. https://doi.org/10.1016/j.jbusres.2015.11.013
   Web of Science ®Google Scholar
• Nirmali, K. A., Ab Yajid, M. S., Khatibi, A., Azam, S. M., & Sudasinghe, S. S. (2017). Brand citızenship behaviors: A review of related concepts and empirical implications. Research Journal of Business and Management, 4(3), 267–275. https://doi.org/10.17261/Pressacademia.2017.704
   Google Scholar
• Organ, D. W. (1988). Organizational citizenship behavior: The good soldier syndrome. Lexington Books/DC Heath and Com.
   Google Scholar
• Parahoo, S. K., Santally, M. I., Rajabalee, Y., & Harvey, H. L. (2016). Designing a predictive model of student satisfaction in online learning. Journal of Marketing for Higher Education, 26(1), 1–19. https://doi.org/10.1080/08841241.2015.1083511
   Web of Science ®Google Scholar
• Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and implications for future research. Journal of Marketing, 49(4), 41–50. https://doi.org/10.1177/002224298504900403
   Web of Science ®Google Scholar
• Piehler, R., King, C., Burmann, C., & Xiong, L. (2016). The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behavior. European Journal of Marketing, 50(9/10), 1575–1601. https://doi.org/10.1108/EJM-11-2014-0725
   Web of Science ®Google Scholar
• Podsakoff, P. M., MacKenzie, S. B., Paine, J. B., & Bachrach, D. G. (2000). Organizational citizenship behaviors: A critical review of the Theoretical and empirical literature and suggestions for future research. Journal of Management, 26(3), 513–563. https://doi.org/10.1177/014920630002600307
   Web of Science ®Google Scholar
• Porricelli, M. S., Yurova, Y., Abratt, R., & Bendixen, M. (2014). Antecedents of brand citizenship behavior in retail. Journal of Retailing and Consumer Services, 21(5), 745–752. https://doi.org/10.1016/j.jretconser.2014.06.002
   Google Scholar
• Rehman, A. U., Salleh, S. B., & Ahmad, N. B. (2017). Brand-centered recruitment: A new discourse in the delivery of employee brand promise. British Journal of Marketing Studies, 5(1), 27–36.
   Google Scholar
• Santini, F. D. O., Ladeira, W. J., Sampaio, C. H., & da Silva Costa, G. (2017). Student satisfaction in higher education: A meta-analytic study. Journal of Marketing for Higher Education, 27(1), 1–18. https://doi.org/10.1080/08841241.2017.1311980
   Web of Science ®Google Scholar
• Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017). Partial least squares structural equation modeling. In C. Homburg, M. Klarmann, & A. Vomberg (Eds.), Handbook of market research. Springer.
   Google Scholar
• Shore, L. M., Tetrick, L. E., & Barksdale, K. (2001). Social and economic exchanges as mediators of commitment and performance.
   Google Scholar
• Sierra, J. J., & McQuitty, S. (2005). Service providers and customers: Social exchange theory and service loyalty. Journal of Services Marketing, 19(6), 392–400. https://doi.org/10.1108/08876040510620166
   Google Scholar
• Smith, P. C., Kendall, L. M., & Hulin, C. L. (1969). The measurement of satisfaction in work and retirement. Rand McNally.
   Google Scholar
• Smith, C. A., Organ, D. W., & Near, J. P. (1983). Organizational citizenship behavior: Its nature and antecedents. Journal of Applied Psychology, 68(4), 653–663. https://doi.org/10.1037/0021-9010.68.4.653
   Web of Science ®Google Scholar
• Uçanok, B., & Karabati, S. (2013). The effects of values, work centrality, and organizational commitment on organizational citizenship behaviors: Evidence from turkish SMEs. Human Resource Development Quarterly, 24(1), 89–129. https://doi.org/10.1002/hrdq.21156
   Web of Science ®Google Scholar
• Vallaster, C., & de Chernatony, L. (2006). Internal branding building and structuration: The role of leadership. European Journal of Marketing, 40(7/8), 761–784. https://doi.org/10.1108/03090560610669982
   Web of Science ®Google Scholar
• Xie, L. S., Peng, J. M., & Huan, T. C. (2014). Crafting and testing a central precept in service-dominant logic: Hotel employees’ brand-citizenship behavior and customers’ brand trust. International Journal of Hospitality Management, 42, 1–8. https://doi.org/10.1016/j.ijhm.2014.05.011
   Web of Science ®Google Scholar
• Yao, Q., Martin, M. C., Yang, H. Y., & Robson, S. (2019). Does diversity hurt students’ feeling of oneness? A Study of the Relationships among Social Trust, University Internal Brand Identification, and Brand Citizenship Behaviors on Diversifying University Campuses. Journal of Marketing for Higher Education, 29(2), 209–229. https://doi.org/10.1080/08841241.2019.1638482
   Google Scholar
• Yousaf, S., Fan, X., & Laber, F. (2020). Branding China through the internationalization of higher education sector: An international students’ perspective from China. Journal of Marketing for Higher Education, 30(2), 161–179. https://doi.org/10.1080/08841241.2019.1710890
   Web of Science ®Google Scholar