Abstract
Journal of Business & Technology (JBT) is an open-access journal published by the Department of the Commerce and Financial Management of the University of Kelaniya, Sri Lanka. The journal follows a double-blind peer-review process and is published bi-annually (January, July). JBT aims to publish scholarly research, critical reviews, case studies, practitioner reviews and technology reviews in the fields of business and technology.
Highlights
Brand building has been a vital focus in many organizations as it directly contributes to the corporate and its performance, including financial and non-financial perspectives (Aaker, 1996)
Brand citizenship behavior was basically introduced by German scholars and it has been evolved from the theory of organization citizenship behavior (OCB) (Burmann & Zeplin, 2005)
The branding related concepts that connect with the employees and culture of the organization like brand love, brand engagement, employee brand knowledge and brand commitment have been explained with the concept of Brand Citizenship Behavior (BCB) (Baumgarth & Schmidt, 2009; Nirmali et al, 2018)
Summary
Brand building has been a vital focus in many organizations as it directly contributes to the corporate and its performance, including financial and non-financial perspectives (Aaker, 1996). Brand Citizenship Behavior (BCB) is relatively a new concept that explains how employees could improve their delivery performance by aligning their attitude and their behavior to the organization's brand. The branding related concepts that connect with the employees and culture of the organization like brand love, brand engagement, employee brand knowledge and brand commitment have been explained with the concept of BCB (Baumgarth & Schmidt, 2009; Nirmali et al, 2018). Empirical arguments are found claiming BCM has to be further tested with different sectors to configure how well BCB explains the way employees could commit to the brand promise (Burmann and Zeplin, 2005; Nirmali et al, 2018). Paper contributes to discuss how to extend future research works alongside the BCB to contribute more empirical insights to exciting knowledge and practice perspectives (Nirmali et al 2018)
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