The effects of brand leadership styles on employees - based brand citizenship behavior

Aimed at achieving employee – based brand equity, internal branding is a new strategy to assure that employees act in accordance with brand commitment. Since in service organizations, employees are able to influence over customers’ purchase decisions and conceptions, they play a critical role in organizational success. Enhancing employee – based brand citizenship behavior by managers can create a competitive advantage for organization. The purpose of present study is to investigate the effects of brand leadership styles on employee – based brand citizenship behavior. This is an applied study and its needed data are gathered by a questionnaire distributed among employees of banks in Ajabshir City. Among 95 employees, 76 subjects were selected as research sample by random sampling method in Morgan Table. Pearson correlation coefficient and step-by-step regression were used to analyze data. Research findings indicate that there is a significant relationship between brand leadership styles and employee – based brand citizenship behavior.