The relationship between employees’ green brand understanding and green brand citizenship behavior
Main Article Content
Cite this article:
Chen, Y.-C., &
Hung, C.-Y.
(2025). The relationship between employees’ green brand understanding and green brand citizenship behavior.
Social Behavior and Personality: An international journal,
53(4),
e14227.
Abstract
Full Text
References
Tables and Figures
Acknowledgments
Author Contact
This study explored how employees’ understanding of green brands affects their green brand citizenship behavior. We surveyed 356 restaurant employees in Taiwan and used structural equation modeling to analyze the data. The results showed that green brand understanding was positively correlated with green brand identification and green brand love. In addition, green brand identification and green brand love both exerted mediating effects in the relationship between understanding green brands and engaging in green brand citizenship behavior. This study fills a research gap by examining the role of employees’ understanding of green brands in promoting green brand citizenship behavior and provides practical guidance for increasing employee engagement in voluntary green activities.
The active support and voluntary behavior of employees fundamentally influences the success of corporate green activities (Cai et al., 2023; Xiang & Yang, 2019). In this context, exploring the possibilities for encouraging and developing assistance and support among restaurant employees for brand greening activities and brand environmental initiatives is a significant issue (Agrawal & Pradhan, 2023; Xiang & Yang, 2020). However, despite the increasing importance of green issues in the restaurant industry (Qi et al., 2024; Xiang & Yang, 2019), there is a noticeable lack of research specifically examining the impact of employees’ understanding of green brands on their green brand citizenship behavior.
Several scholars have identified understanding and identification as factors motivating employees to engage in voluntary green citizenship behaviors within a green framework (Nasir Ansari & Irfan, 2023). For instance, Xiang and Yang (2020) suggested that organizational identification plays a crucial role in fostering green citizenship behaviors. Han and Yang (2021) pinpointed the factors that influence employees’ dedication to green citizenship behaviors. Piehler et al. (2016) found that when employees grasp the essence of a brand, they are more likely to engage in behaviors that align with and support that brand.
Green brand understanding, identification, and love are all motivations for engaging in green brand citizenship behavior, making multiple theoretical frameworks from social psychology applicable for use in this study. According to social identity theory, individuals derive a sense of identity and self-worth from the social groups with which they associate (Tajfel, 1974). Employees who identify with a brand can develop a sense of belonging, which helps them actively participate in brand activities (Xiang & Yang, 2020). Since employees’ love for a brand can motivate positive exchange relationships among their extrarole behaviors that result in brand citizenship behavior (Wang et al., 2019), social exchange theory, which classifies social behavior as an exchange process (Ahmad et al., 2023; Chernyak & Rabenu, 2018), is another relevant theoretical framework. Last, since the environment can be a stimulus that influences an individual’s internal evaluation and leads to a response (Qi et al., 2024), the stimulus–organism–response model could also illuminate how employees’ understanding facilitates their green citizenship behavior.
Therefore, on the basis of the background provided, this study investigated the role of employees’ comprehension and love of green brands in fostering their green brand citizenship behavior. The integration of social identity theory, social exchange theory, and the stimulus–organism–response model into our research framework will advance understanding of the interplay between the multiple psychological mechanisms that promote this behavior. Through creating a conceptual model that holistically examines these complex dynamics, this study aimed to contribute to the broader literature on organizational behavior and offer practical guidance for optimizing employees’ green brand citizenship behavior.
Green Brand Understanding
Brand understanding refers to employees’ comprehension of brand-related information (Piehler et al., 2016), which allows organizations to shape attitudes and behaviors (Xiong et al., 2013). When employees grasp the significance of the organization’s brand, they are better equipped to uphold the brand promise. In the context of this study, green brand understanding pertains to employees’ grasp of how the brand information is linked to environmentally friendly practices.
Green Brand Identification
Brand identification can be described as the extent to which a person perceives themself to be defined by the same attributes possessed by the brand (Piehler et al., 2016). Employees who take pride in their status as team members may behave in a manner that enhances the brand’s external image (Punjaisri et al., 2008). Adapting the concept of brand identification to a green environment, green brand identification can be viewed as employees’ sense of belonging to a brand associated with green activities (Thac et al., 2023). It is reasonable to postulate that when employees are aware that brands are associated with environmental issues, they are likely to have positive feelings toward those brands. Therefore, we proposed the following hypothesis:
Hypothesis 1: Green brand understanding will be positively correlated with green brand identification.
Green Brand Love
Brand love is the emotional bond between an individual and a brand (Carroll & Ahuvia, 2006). Individuals who have a positive emotional connection with and overall positive evaluation of a brand are said to love the brand (Batra et al., 2012). Green brand love specifically refers to the positive emotions and behaviors associated with a brand that engages in environmentally friendly activities (Wu & Cheng, 2019). Salehzadeh et al. (2023) found that brands that prioritize green initiatives can create positive associations with individuals, leading them to love the brand because of its environmental benefits. Therefore, providing knowledge about a brand’s involvement with environmental issues may create a positive association that leads to employees developing a strong emotional connection with the brand (Kahn et al., 1964). Thus, we proposed the following hypothesis:
Hypothesis 2: Green brand understanding will be positively correlated with green brand love.
Green Brand Citizenship Behavior
Brand citizenship behavior refers to employees’ voluntary actions that go beyond their typical duties, help support brand activities, and develop the organization’s brand mission. (Xiang & Yang, 2019). Engaging in brand citizenship behaviors can boost employees’ enthusiasm for customers, enhance brand equity, and ultimately improve customers’ perception of the corporate brand (Piehler, 2018). Extending this concept to an environmental context, green brand citizenship behavior involves employees altruistically promoting the brand by voluntarily participating in green activities that go beyond formal regulations (Eriksson et al., 2022).
An important psychological factor that can increase employees’ brand citizenship behavior is brand identification (Punjaisri & Wilson, 2011). According to social identity theory, individuals who feel a strong sense of belonging to a brand are more likely to support the brand through their voluntary actions (Wegge et al., 2006). Building on this concept, in an environmental context, employees who identify with an environmentally friendly brand may be more inclined to take actions that support the brand’s green initiatives. Therefore, this study proposed the following hypothesis:
Hypothesis 3: Green brand identification will be positively correlated with green brand citizenship behavior.
Employees who have a strong emotional attachment to a brand are more inclined to help with work-related tasks because they see it as their duty to uphold and enhance the brand’s reputation (Wang et al., 2019). Building on previous research incorporating social exchange theory (Ahmad et al., 2023; Chernyak & Rabenu, 2018) and expanding this idea to include environmentally friendly practices, it is reasonable to postulate that employees who love brands that prioritize green initiatives will be more inclined to participate in voluntary environmental efforts. Therefore, this study proposed the following hypothesis:
Hypothesis 4: Green brand love will be positively correlated with green brand citizenship behavior.
In the context of the stimulus–organism–response model, the understanding of green brands can also serve as a stimulus that triggers an internal evaluation in individuals, specifically in terms of green brand identification and green love, which will then result in a response of green brand citizenship behavior. Therefore, we proposed the following hypotheses:
Hypothesis 5: Green brand identification will mediate the relationship between green brand understanding and green brand citizenship behavior.
Hypothesis 6: Green brand love will mediate the relationship between green brand understanding and green brand citizenship behavior.
Our research framework is shown in Figure 1.
Figure 1. Research Model
Method
Participants and Procedure
We administered paper-and-pencil surveys to 356 employees of the Wang Steak restaurant chain in Taiwan between June and August 2023 using convenience sampling. This restaurant chain has been publicly committed to the following green activities for many years: being legal, that is, having proper registration and pollution-free conditions; waste reduction, by not providing disposable tableware or plastic straws; neatness, ensuring the business area and surrounding environment are clean; energy saving, by controlling air conditioning usage; water conservation, by reducing water usage from bathroom sinks; and green consumption, by offering incentives for dining in and using self-prepared tableware.
After obtaining permission from the restaurant’s management, we sent 400 surveys to Wang Steak’s front desk and catering staff. Employees completed the survey on a voluntary basis during work hours and were guaranteed anonymity and confidentiality. Out of 400 surveys we initially distributed, respondents returned 356 completed forms, resulting in an effective rate of 89%. Among the respondents, 53.2% were men and 46.8% were women. Regarding age, the majority were between 18 and 28 years old (58%). In terms of work status, 74% were full-time employees and 26% were part-time employees. Most respondents (67%) had worked at the restaurant for 5 years or less.
Measures
We adapted all the scales used in this study from previous research and invited professional English translators to convert the items into Chinese. Items were rated using a 5-point Likert-type scale (1 = strongly disagree, 5 = strongly agree).
To assess the understanding of green brands, we adapted a four-item scale developed by Piehler et al. (2016) to make it applicable within a green context. Sample items are “I know how to fulfill the green brand commitment in my daily work” and “I know how to implement the green brand in my daily work.” To measure green brand identification, we utilized a seven-item scale created by Van Dick et al. (2004). Sample items are “I enjoy working for the green brand” and “I enjoy being a member of the green brand.” To assess green brand love, we adapted items from a measure used by Bagozzi et al. (2017) to fit within a green environment. Sample items are “I have a genuine sense of connection with this green restaurant” and “I am extremely satisfied with this green restaurant.” To measure green brand citizenship behavior, we used a scale developed by Chang et al. (2012). Sample items are “I willingly follow brand guidelines related to green issues without being monitored by the organization” and “I actively participate in brand activities related to environmental issues.”
Data Analysis
To test the research model, we used LISREL 7.0 software to perform structural equation modeling analysis.
Results
Reliability and Validity
Cronbach’s alpha values for all scales were above the recommended threshold of .70, indicating suitable reliability (Fornell & Larcker, 1981). In terms of convergent validity, the average variance extracted for all structures exceeded the threshold of .50, as shown in Table 1. In addition, the square roots of the average variance extracted value for each construct exceeded the highest correlation, indicating appropriate discriminant validity (Nunnally, 1978).
Table 1. Descriptive Statistics for Study Variables
Note. AVE = average variance extracted. Square roots of AVE are shown on the diagonal.
* p < .05.
The structural equation modeling results conformed to the recommended standard values in the literature, indicating that the model had an adequate fit to the data, χ2/df = 2.5, comparative fit index = .92, incremental fit index = .91, normed fit index = .91, Tucker–Lewis index = .073, root-mean-square error of approximation = .09, standard root-mean-square residual = .09.
Hypothesis Testing
As shown in Table 2, all hypotheses were supported. The understanding of green brands was positively correlated with green brand identification, supporting Hypothesis 1. The correlation between understanding and love for green brands was also positive, supporting Hypothesis 2. In addition, the correlation between green brand identification and green brand citizenship behavior was significant, supporting Hypothesis 3. Last, love for green brands was positively correlated with green brand citizenship behavior, supporting Hypothesis 4.
Table 2. Hypothesis Testing Results
Note. * p < .05.
To test the proposed mediating effects, we used the Sobel test (Qi et al., 2024). The results show there were significant mediating roles of green brand identification and green brand love between green brand understanding and green brand citizenship behavior (see Table 3). Therefore, Hypotheses 5 and 6 were supported.
Table 3. Sobel Test Results
Note. * p < .05.
Discussion
This study explored the role of employees’ understanding of, identification with, and love of green brands in fostering green brand citizenship behavior. The results showed that green brand understanding was positively correlated with green brand identification, which is in line with our first hypothesis and previous research findings. For example, Piehler et al. (2016) found that when employees have a clear understanding of the brand, they also have a positive sense of belonging to the brand. Gkorezis and Petridou (2017) also used social identity theory to explain the connection between employees’ comprehension of organizational green initiatives and their identification with the organization.
We further found that green brand understanding was positively associated with love for green brands, in line with our second hypothesis. This extends the application of previous research into the field of green brands. For example, Kahn et al. (1964) found that employees show emotional attachment to a brand through a deep understanding of the brand. Third, we found that green brand identification and green brand love were positively correlated with green brand citizenship behavior, supporting our third and fourth hypotheses and in line with previous empirical research (Burmann et al., 2009). For example, Wang et al. (2019) utilized social exchange theory to explain how brand love enhances hotel employees’ altruistic behaviors. Ahuvia et al. (2014) discovered that employees who love a brand tend to maintain a positive relationship with the brand and engage in voluntary behaviors to support brand activities. This study builds on these findings by applying the concept of brand love to organizational green activities and demonstrating that employees’ love for green brands contributes to their engagement in green brand behaviors. Last, this study found that green brand identification and green brand love play mediating roles in the relationship between green brand understanding and green brand citizenship behavior, in line with our fifth and sixth hypotheses. These results extend the application of SOR theory to explain how employees’ understanding of green brands influences the attainment of green brand citizenship behaviors.
Theoretical Contributions
This study makes several theoretical contributions to the literature. First, we have filled a research gap by examining the role of employees’ understanding of green brands in promoting green brand citizenship behavior. Second, this study introduced a conceptual model to provide a more comprehensive understanding of employees’ cognitive, affective, and behavioral perspectives toward their organizational brand, proposing new constructs that impact brand understanding, brand identification, and brand love in green environments. The findings indicate that having a good grasp of green brands is crucial for developing a sense of green identity and affection for green brands, which, in turn, are linked to green brand citizenship behavior.
Practical Implications
This research also has practical implications. First, employees’ comprehension of green brands serves as the foundation for their identification with and affinity for green brands. Therefore, we recommend that managers implement practical measures to improve employees’ understanding of the brand, utilizing tools such as communication, training programs, and leadership. Second, employees who strongly identify with green brands are more likely to engage in voluntary green activities. Therefore, we recommend that managers highlight the value of green brands during the recruitment process. Third, green brand love plays a crucial role as the emotional driver behind employees’ green brand citizenship behavior. Therefore, we recommend that managers leverage tools like leadership to cultivate a loving relationship between employees and environmental brands. Last, in terms of policy implications, we recommend that policy makers enact regulations that require enterprises to integrate green initiatives into their business practices, which will help to enhance employees’ comprehension of green activities.
Limitations and Future Research Directions
This study has several limitations. First, our data collection was limited to surveying restaurant workers in Taiwan. In the future, researchers could conduct cross-border studies across different industries and settings to increase the generalizability of the findings. Second, we collected only cross-sectional data, limiting our ability to capture dynamic changes. Future research could build on our findings by collecting longitudinal data across multiple time points (Schwab, 2005). Third, we considered only a select few constructs. Future research could incorporate additional variables, such as personality characteristics, to deepen understanding of the interplay among the various psychological mechanisms that affect green brand citizenship behavior.
Conclusion
This study established a conceptual model to provide a more comprehensive understanding of employees’ cognitive, affective, and behavioral perspectives toward their organizational brand, proposing new constructs that impact brand understanding, brand identification, and brand love in green context. We found that having a strong grasp of green brands was essential for developing green brand identification and green brand love. The results also showed that green brand identification and green brand love were both positively correlated with green brand citizenship behavior, and that they played mediating roles in the relationship between understanding green brands and engaging in green brand citizenship behavior. These findings reinforce the idea that employees who feel a strong connection to a green brand are more likely to voluntarily engage in corporate greening activities.
References
Agrawal, S., & Pradhan, S. (2023). Employee green behavior in hotels: The role of green human resource management, green transformational leadership and value congruence. Consumer Behavior in Tourism and Hospitality, 18(2), 241–255. https://doi.org/10.1108/CBTH-11-2022-0191
Ahmad, R., Nawaz, M. R., Ishaq, M. I., Khan, M. M., & Ashraf, H. A. (2023). Social exchange theory: Systematic review and future directions. Frontiers in Psychology, 13, Article 1015921. https://doi.org/10.3389/fpsyg.2022.1015921
Ahuvia, A. C., Bagozzi, R. P., & Batra, R. (2014). Psychometric vs. C-OAR-SE measures of brand love: A reply to Rossiter. Marketing Letters, 25(2), 235–243. https://doi.org/10.1007/s11002-013-9251-4
Bagozzi, R. P., Batra, R., & Ahuvia, A. C. (2017). Brand love: Development and validation of a practical scale. Marketing Letters, 28(1), 1–14. https://doi.org/10.1007/s11002-016-9406-1
Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76(2), 1–16.
Burmann, C., Zeplin, S., & Riley, N. M. (2009). Key determinants of internal brand management success: An exploratory empirical analysis. Journal of Brand Management, 16(4), 264–284. https://doi.org/10.1057/bm.2008.6
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79–89. https://doi.org/10.1007/s11002-006-4219-2
Chang, A., Chiang, H.-H., & Han, T.-S. (2012). A multilevel investigation of relationships among brand-centered HRM, brand psychological ownership, brand citizenship behaviors, and customer satisfaction. European Journal of Marketing, 46(5), 626–662. https://doi.org/10.1108/03090561211212458
Chernyak, H., & Rabenu, E. (2018). The new era workplace relationships: Is social exchange theory still relevant? Industrial and Organizational Psychology, 11(3), 456–481. https://doi.org/10.1017/iop.2018.5
Eriksson, T., Näppä, A., & Robertson, J. (2022). All for one and one for all: Encouraging ecosystem citizenship behaviour to strengthen employer branding. Scandinavian Journal of Management, 38(2), Article 101211.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 19, 39–50. https://doi.org/10.2307/3151312
Gkorezis, P., & Petridou, E. (2017). Corporate social responsibility and pro-environmental behaviour: Organisational identification as a mediator. European Journal of International Management, 11(1), 1–18.
Han, H., & Yang, Y.-C. (2021). What makes a green citizen in Taiwan’s restaurant industry? Social Behavior and Personality: An international journal, 49(7), Article e10275. https://doi.org/10.2224/sbp.10275
Kahn, R. L., Wolfe, D. M., Quinn, R. P., Snoek, J. D., & Rosenthal, R. A. (1964). Organizational stress: Studies in role conflict and ambiguity. John Wiley & Sons, Inc.
Nasir Ansari, J. A., & Irfan, S. (2023). Corporate social responsibility and employee engagement: The mediating role of personal environmental norms and employee green behavior. Social Responsibility Journal, 19(9), 1728–1748. https://doi.org/10.1108/SRJ-03-2022-0153
Nunnally, J. C. (1978). Psychometric theory. McGraw Hill.
Piehler, R. (2018). Employees’ brand understanding, brand commitment, and brand citizenship behaviour: A closer look at the relationships among construct dimensions. Journal of Brand Management, 25(3), 217–234.
Piehler, R., King, C., Burmann, C., & Xiong, L. (2016). The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour. European Journal of Marketing, 50(9/10), 1575–1601. https://doi.org/10.1108/EJM-11-2014-0725
Punjaisri, K., & Wilson, A. (2011). Internal branding process: Key mechanisms, outcomes and moderating factors. European Journal of Marketing, 45(9/10), 1521–1537. https://doi.org/10.1108/03090561111151871
Punjaisri, K., Wilson, A., & Evanschitzky, H. (2008). Exploring the influences of internal branding on employees’ brand promise delivery: Implications for strengthening customer–brand relationships. Journal of Relationship Marketing, 7(4), 407–424. https://doi.org/10.1080/15332660802508430
Qi, H., Wenye, G., & Yuan, H. (2024). Exploring the influence of a hotel’s green animation advertising on green brand attachment: Green brand uniqueness as a mediator. Social Behavior and Personality: An international journal, 52(1), Article e12879. https://doi.org/10.2224/sbp.12879
Salehzadeh, R., Sayedan, M., Mirmehdi, S. M., & Heidari Aqagoli, P. (2023). Elucidating green branding among Muslim consumers: The nexus of green brand love, image, trust and attitude. Journal of Islamic Marketing, 14(1), 250–272. https://doi.org/10.1108/JIMA-08-2019-0169
Schwab, D. P. (2005). Research methods for organizational studies. Lawrence Erlbaum Associates.
Tajfel, H. (1974). Social identity and intergroup behaviour. Social Science Information, 13(2), 65–93.
Thac, D.-V., Tan, V.-T., Wang, J., & Ninh, N. (2023). Luxury hotels’ green practices and consumer brand identification: The roles of perceived green service innovation and perceived values. Business Strategy and the Environment, 32(7), 4568–4583. https://doi.org/10.1002/bse.3381
Van Dick, R., Wagner, U., Stellmacher, J., & Christ, O. (2004). The utility of a broader conceptualization of organizational identification: Which aspects really matter? Journal of Occupational and Organizational Psychology, 77(2), 171–191. https://doi.org/10.1348/096317904774202135
Wang, Y.-C., Ryan, B., & Yang, C.-E. (2019). Employee brand love and love behaviors: Perspectives of social exchange and rational choice. International Journal of Hospitality Management, 77, 458–467.
Wegge, J., Van Dick, R., Fisher, G. K., Wecking, C., & Moltzen, K. (2006). Work motivation, organisational identification, and well-being in call centre work. Work & Stress, 20(1), 60–83.
Wu, H.-C., & Cheng, C.-C. (2019). What drives green persistence intentions? Asia Pacific Journal of Marketing and Logistics, 31(1), 157–183. https://doi.org/10.1108/APJML-01-2018-0013
Xiang, L., & Yang, Y.-C. (2019). What makes a brand citizen in the restaurant industry? Social Behavior and Personality: An international journal, 47(10), Article e8538. https://doi.org/10.2224/sbp.8538
Xiang, L., & Yang, Y.-C. (2020). Factors influencing green organizational citizenship behavior. Social Behavior and Personality: An international journal, 48(9), Article e8754. https://doi.org/10.2224/sbp.8754
Xiong, L., King, C., & Piehler, R. (2013). “That’s not my job”: Exploring the employee perspective to becoming brand ambassadors. International Journal of Hospitality Management, 35, 348–359.
Agrawal, S., & Pradhan, S. (2023). Employee green behavior in hotels: The role of green human resource management, green transformational leadership and value congruence. Consumer Behavior in Tourism and Hospitality, 18(2), 241–255. https://doi.org/10.1108/CBTH-11-2022-0191
Ahmad, R., Nawaz, M. R., Ishaq, M. I., Khan, M. M., & Ashraf, H. A. (2023). Social exchange theory: Systematic review and future directions. Frontiers in Psychology, 13, Article 1015921. https://doi.org/10.3389/fpsyg.2022.1015921
Ahuvia, A. C., Bagozzi, R. P., & Batra, R. (2014). Psychometric vs. C-OAR-SE measures of brand love: A reply to Rossiter. Marketing Letters, 25(2), 235–243. https://doi.org/10.1007/s11002-013-9251-4
Bagozzi, R. P., Batra, R., & Ahuvia, A. C. (2017). Brand love: Development and validation of a practical scale. Marketing Letters, 28(1), 1–14. https://doi.org/10.1007/s11002-016-9406-1
Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76(2), 1–16.
Burmann, C., Zeplin, S., & Riley, N. M. (2009). Key determinants of internal brand management success: An exploratory empirical analysis. Journal of Brand Management, 16(4), 264–284. https://doi.org/10.1057/bm.2008.6
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79–89. https://doi.org/10.1007/s11002-006-4219-2
Chang, A., Chiang, H.-H., & Han, T.-S. (2012). A multilevel investigation of relationships among brand-centered HRM, brand psychological ownership, brand citizenship behaviors, and customer satisfaction. European Journal of Marketing, 46(5), 626–662. https://doi.org/10.1108/03090561211212458
Chernyak, H., & Rabenu, E. (2018). The new era workplace relationships: Is social exchange theory still relevant? Industrial and Organizational Psychology, 11(3), 456–481. https://doi.org/10.1017/iop.2018.5
Eriksson, T., Näppä, A., & Robertson, J. (2022). All for one and one for all: Encouraging ecosystem citizenship behaviour to strengthen employer branding. Scandinavian Journal of Management, 38(2), Article 101211.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 19, 39–50. https://doi.org/10.2307/3151312
Gkorezis, P., & Petridou, E. (2017). Corporate social responsibility and pro-environmental behaviour: Organisational identification as a mediator. European Journal of International Management, 11(1), 1–18.
Han, H., & Yang, Y.-C. (2021). What makes a green citizen in Taiwan’s restaurant industry? Social Behavior and Personality: An international journal, 49(7), Article e10275. https://doi.org/10.2224/sbp.10275
Kahn, R. L., Wolfe, D. M., Quinn, R. P., Snoek, J. D., & Rosenthal, R. A. (1964). Organizational stress: Studies in role conflict and ambiguity. John Wiley & Sons, Inc.
Nasir Ansari, J. A., & Irfan, S. (2023). Corporate social responsibility and employee engagement: The mediating role of personal environmental norms and employee green behavior. Social Responsibility Journal, 19(9), 1728–1748. https://doi.org/10.1108/SRJ-03-2022-0153
Nunnally, J. C. (1978). Psychometric theory. McGraw Hill.
Piehler, R. (2018). Employees’ brand understanding, brand commitment, and brand citizenship behaviour: A closer look at the relationships among construct dimensions. Journal of Brand Management, 25(3), 217–234.
Piehler, R., King, C., Burmann, C., & Xiong, L. (2016). The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour. European Journal of Marketing, 50(9/10), 1575–1601. https://doi.org/10.1108/EJM-11-2014-0725
Punjaisri, K., & Wilson, A. (2011). Internal branding process: Key mechanisms, outcomes and moderating factors. European Journal of Marketing, 45(9/10), 1521–1537. https://doi.org/10.1108/03090561111151871
Punjaisri, K., Wilson, A., & Evanschitzky, H. (2008). Exploring the influences of internal branding on employees’ brand promise delivery: Implications for strengthening customer–brand relationships. Journal of Relationship Marketing, 7(4), 407–424. https://doi.org/10.1080/15332660802508430
Qi, H., Wenye, G., & Yuan, H. (2024). Exploring the influence of a hotel’s green animation advertising on green brand attachment: Green brand uniqueness as a mediator. Social Behavior and Personality: An international journal, 52(1), Article e12879. https://doi.org/10.2224/sbp.12879
Salehzadeh, R., Sayedan, M., Mirmehdi, S. M., & Heidari Aqagoli, P. (2023). Elucidating green branding among Muslim consumers: The nexus of green brand love, image, trust and attitude. Journal of Islamic Marketing, 14(1), 250–272. https://doi.org/10.1108/JIMA-08-2019-0169
Schwab, D. P. (2005). Research methods for organizational studies. Lawrence Erlbaum Associates.
Tajfel, H. (1974). Social identity and intergroup behaviour. Social Science Information, 13(2), 65–93.
Thac, D.-V., Tan, V.-T., Wang, J., & Ninh, N. (2023). Luxury hotels’ green practices and consumer brand identification: The roles of perceived green service innovation and perceived values. Business Strategy and the Environment, 32(7), 4568–4583. https://doi.org/10.1002/bse.3381
Van Dick, R., Wagner, U., Stellmacher, J., & Christ, O. (2004). The utility of a broader conceptualization of organizational identification: Which aspects really matter? Journal of Occupational and Organizational Psychology, 77(2), 171–191. https://doi.org/10.1348/096317904774202135
Wang, Y.-C., Ryan, B., & Yang, C.-E. (2019). Employee brand love and love behaviors: Perspectives of social exchange and rational choice. International Journal of Hospitality Management, 77, 458–467.
Wegge, J., Van Dick, R., Fisher, G. K., Wecking, C., & Moltzen, K. (2006). Work motivation, organisational identification, and well-being in call centre work. Work & Stress, 20(1), 60–83.
Wu, H.-C., & Cheng, C.-C. (2019). What drives green persistence intentions? Asia Pacific Journal of Marketing and Logistics, 31(1), 157–183. https://doi.org/10.1108/APJML-01-2018-0013
Xiang, L., & Yang, Y.-C. (2019). What makes a brand citizen in the restaurant industry? Social Behavior and Personality: An international journal, 47(10), Article e8538. https://doi.org/10.2224/sbp.8538
Xiang, L., & Yang, Y.-C. (2020). Factors influencing green organizational citizenship behavior. Social Behavior and Personality: An international journal, 48(9), Article e8754. https://doi.org/10.2224/sbp.8754
Xiong, L., King, C., & Piehler, R. (2013). “That’s not my job”: Exploring the employee perspective to becoming brand ambassadors. International Journal of Hospitality Management, 35, 348–359.
Figure 1. Research Model
Table 1. Descriptive Statistics for Study Variables
Note. AVE = average variance extracted. Square roots of AVE are shown on the diagonal.
* p < .05.
Table 2. Hypothesis Testing Results
Note. * p < .05.
Table 3. Sobel Test Results
Note. * p < .05.
The data that support the findings of this study are available on request from the corresponding author.
Chih-Young Hung, Institution of Management of Technology, National Yang Ming Chiao Tung University, No. 155, Sec. 2, Linong Street, Beitou District, Taipei City 112304, Taiwan. Email: [email protected]
Article Details
© 2025 Scientific Journal Publishers Limited. All Rights Reserved.