The Effect of corporate Brand on Organizational Citizenship Behavior
Journal Title: Journal of Science and today’s world - Year 2013, Vol 2, Issue 9
Abstract
Nowadays corporate brand is one of the most important invisible assets of organizations. A strong corporate brand has many benefits for organizations. Many studies emphasized the effect of brand on customers, but the few studies examine effect of brand on employee s behavior. Thus, in this research, we examine the impact of corporate branding on organizational citizenship behavior. This research was done on food industries of Iran. A number of companies with well-known brands were selected, which 211 managers and assistants were eligible to response. The Statistical sample was 60 employees of population.This research is an applied research. In this paper, were view previous studies and experts from the food industry, we have identified factors that influence organizational citizenship behavior and based on these factors, hypothesis testing was set. The results illustrated that there is a positive and significant relationship between corporate brand and organizational citizenship behavior. Although there is no significant relationship between corporate brand and individual initiatives but there is a positive and significant relationship between corporate brand and other organizational citizenship behavior dimensions (helping behaviors, organizational obedience, loyalty, sportsmanship, social manners, self-development).
Authors and Affiliations
Andisheh Haratian Nezhadi, Fatemeh Hosseini Sefidabi, Bentolhoda Shakori
Keywords
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