Factors affecting brand citizenship behavior in the advertising industry

Abstract

The objectives of this independent study were: 1) to determine the effect of corporate brand identification on brand commitment, 2) to determine the effect of brand commitment on brand performance, 3) to determine the effect of brand commitment on brand citizenship behavior, and 4) to determine significant differences in brand commitment, brand performance, and brand citizenship behavior according to demographics. The sample group used in this study comprised 306 employees of advertising announcement companies located in the Nanchang and Jiujiang areas of Jiangxi, China. A sample of 306 employees were drawn from different positions of the advertising companies using nonprobability sampling with purposive sampling technique. The research method was quantitatively performed with a questionnaire survey as the research tool. The data analysis employed descriptive statistics including frequency, percentage, mean, and standard deviation, along with inferential statistics including independent samples t-test, one-way ANOVA, and simple regression analysis at a statistically significant level of .05. The results of this study indicated that most of the respondents were female, aged between 20 - 30 years old, who had graduated with a Bachelor’s Degree. The major departments were the creative department, marketing department, and customer department with the staff having average work experience of approximately 10 years. The results of hypothesis testing also indicated that: 1) corporate brand identification had a significant effect on brand commitment; 2) brand commitment had a significant effect on brand performance; 3) brand commitment had a significant effect on brand citizenship behavior; and 4) there were significant differences in brand commitment, brand performance, and brand citizenship behavior according to demographics as age, education, department, and years of working experience at a statistically significant level of .05 whereas differences in gender and position demonstrated no effect on brand commitment, brand performance, and brand citizenship behavior.