A mechanism for employees’ brand citizenship behavior (BCB) and negative word-of-mouth (NWOM): the divergent moderating effects of horizontal collectivism
Journal of Product & Brand Management
ISSN: 1061-0421
Article publication date: 5 May 2023
Issue publication date: 15 August 2023
Abstract
Purpose
This study aims to identify different antecedents and reveal divergent moderating effects of horizontal collectivism, thereby unlocking the asymmetric mechanisms for employees’ brand citizenship behavior (BCB) and negative word-of-mouth (NWOM).
Design/methodology/approach
This study uses a survey data set and analyzes it with structural equation modeling along with common latent factor analysis designed to control for common method variance.
Findings
BCB is associated with pride at work but not perceived organizational support (POS), so POS drives BCB not directly but indirectly through the emotion of pride at work. In contrast, employees’ NWOM is associated with both POS and frustration, and POS drives NWOM directly and indirectly through the emotion of frustration. Horizontal collectivism has divergent moderating effects that strengthen the relationships of BCB with POS and pride at work and weaken the relationship between employees’ NWOM and frustration.
Originality/value
This study makes two major theoretical contributions to internal branding. First, as a response to the need for an investigation into drivers of employees’ brand-oriented behaviors, it will identify different psychological antecedents and mechanisms for BCB and employees’ NWOM. Second, capturing the potential of horizontal collectivism on employees’ brand-oriented behaviors, this study will reveal the potential divergent moderating effects of horizontal collectivism on BCB and employees’ NWOM. These two contributions will lead to a better understanding of the different mechanisms for employees’ BCB and NWOM.
Keywords
Citation
Lee, S.B., Liu, S.-H., Maertz, C.P., Singh, N. and Fisher, J. (2023), "A mechanism for employees’ brand citizenship behavior (BCB) and negative word-of-mouth (NWOM): the divergent moderating effects of horizontal collectivism", Journal of Product & Brand Management, Vol. 32 No. 7, pp. 1123-1138. https://doi.org/10.1108/JPBM-06-2022-4047
Publisher
:Emerald Publishing Limited
Copyright © 2023, Emerald Publishing Limited