The Effects of 0rganizational Citizenship Behavior on Customers' Brand Image

Document Type : Research Paper

Author

Ph.D. in Business Administration-Strategic Management, Allameh Tabataba'i University

Abstract

The organizational citizenship behaviors, as optional & intentional behaviors of employees, have considerable effect on individual and organizational performances,
placing employees in a situation to perform some assignments beyond their assigned
In this study, the effect of organizational citizenship behavior on .tasks and functions
the brand Image and its dimensions, from the point of view of the customers of agents
of an insurance company are investigated. The research population includes both
staff and customers of the agents of an insurance company and the sample is chosen
through judgmental nonprobability sampling method. The data collecting tool is a
questionnaire. For evaluating organizational citizenship behaviors, we used Podskoff
et al. questionnaire and for measuring brand image we employed a self-build questionnaire based on Kim, Tang, Hawley and Aker studies. This research is an applied
one with surveying nature. Structural equations method and PLS software are used for
data analysis. The findings suggest that all dimensions of organizational citizenship
behavior have a positive and meaningful effect on brand image from the point of view
.of customers

Keywords

References

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Quarterly Journal of Brand Management
Volume 2, Issue 2 - Serial Number 4
December 2015
Pages 97-124

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