Cognitive and Affective Antecedents of Brand Citizenship Behavior

With brand consistent employee behavior like brand citizenship behavior (BCB) being the coveted outcome of internal brand management (IBM) mostly affective antecedents like brand commitment and brand identification have been promoted in literature. Brand understanding as cognitive antecedent has only been rarely considered. Therefore, the authors develop a conceptual IBM model which contains affective and cognitive antecedents of BCB and empirically validate it in a cross sectional study in the service sector. The study indicates that BCB of employees is not only a result of commonly investigated affective antecedents but also a result of rarely considered brand understanding as cognitive antecedent.