Review on Brand Citizenship Behavior and Importance of Employees in Brand Strategy

The connection of internal marketing including employees for a brand is a critically reviewed notion in marketing studies. The concept of brand citizenship behavior is one of the most researched concepts connected to brand strategies whereas importance of employees within the domain of branding is treated as a significant matter. However, empirical studies still claim to investigate the BCB with reference to different product contexts and markets to examine how it results brand related outcomes. Meanwhile, many studies attempt to investigate the concept of BCB in line with different brand related behaviors of customers and staff. Alongside, this paper examines the empirical evidence on BCB in relation to connected concepts and variables whilst specific attention is made for service sector. Paper presents the literature review explaining how BCB interlocks with some significant notions including brand knowledge. It followed a literature review as the main research tool and author used prominent journal articles as the main source to collect empirical evidence. Paper concludes the importance of BCB for the future research directions followed by a discussion highlighting how BCB and related concepts had been examined in previously held studies.