What makes a brand citizen in the restaurant industry?

Abstract

We proposed a framework comprising the 3 dimensions of formal ownership practices (profit sharing, participation in decision making, and access to business information) that influence brand psychological ownership, thereby facilitating brand citizenship behavior. Data were collected from 342 frontline employees in restaurants in Taiwan. The results of structural equation modeling analysis showed that the 3 dimensions of formal ownership practices were all strong predictors of brand psychological ownership, which enhanced brand citizenship behavior. Also, brand psychological ownership was an effective mediator in the relationship between formal ownership practices and brand citizenship behavior. If employees are to demonstrate positive brand behavior, that is, brand citizenship behavior, it is necessary for organizations to generate employees’ positive brand awareness, that is, brand psychological ownership, which plays a cross-level intermediary role between corporate management and brand citizenship behavior.