Exploration and Scale Development of Brand Internalization Dimensions for Employees in Refined Oil Sales Enterprises
Keywords:
sales enterprises, refined oil
Abstract
In recent years, fierce competition has compelled refined oil sales enterprises to make strategic adjustments, one of which is to modify their marketing strategies. These strategies include internal marketing to employees, perceived as brand internalization from the employees' perspective. However, exploration of employee brand internalization has often been limited to industries such as tourism and hospitality, with no specific scale for refined oil sales enterprises. To address this, the article employs a combination of qualitative and quantitative methods, leading to the following conclusions: Using employees from four refined oil sales enterprises as samples, an exploratory study was conducted using grounded theory, extracting 24 primary dimensions of employee brand internalization. A theoretical model of the meaning dimensions of employee brand internalization in refined oil sales enterprises was constructed. Furthermore, following a rigorous scale development process, a measurement scale of employee brand citizenship behavior with 20 items was developed. This research not only provides a measurement tool for empirical studies on the meaning of employee brand internalization in refined oil sales enterprises but also offers a diagnostic tool for refining marketing strategies in these enterprises.
References
Adileh, N., & Çengel, Ö. (2021). The effect of employee brand commitment on brand citizenship behavior: The role of years of experience, monthly income, and contact with customers. Econharran, 5(7), 22–48.
Afshardoost, M., Eshaghi, M. S., & Bowden, J. L. H. (2023). Internal brand management, brand understanding, employee brand commitment, and brand citizenship behavior: A meta-analysis. Journal of Strategic Marketing, 31(5), 983–1011. https://doi.org/10.1080/0965254X.2021.1911440
Ahmed, A., & Khan, H. (2019). Relationship between employer branding and employee citizenship behavior: Brand centered HRM as a mediator. International Journal of Scientific & Technology Research, 8(12), 2913–2922.
Batt, V., & Bruhn, M. (2019). Exploring the impact of construed external image on brand citizenship behavior of service employees. SMR-Journal of Service Management Research, 3(3), 137–147. https://doi.org/10.15358/2511-8676-2019-3-137
Dhiman, P., & Arora, S. (2023). Employee branding dimensions and brand citizenship behaviour: Exploring the role of mediators in the hospitality context. Journal of Product & Brand Management, 32(1), 124–137.
Elshaer, I. A., Azazz, A. M. S., & Kooli, C. (2023). Green human resource management and brand citizenship behavior in the hotel industry: Mediation of organizational pride and individual green values as a moderator. Administrative Sciences, 13(4), 109. https://doi.org/10.3390/admsci13040109
Elshaer, I. A., Azazz, A. M. S., Kooli, C., et al. (2023). Environmentally specific servant leadership and brand citizenship behavior: The role of green-crafting behavior and employee-perceived meaningful work. European Journal of Investigation in Health, Psychology and Education, 13(6), 1097–1116. https://doi.org/10.3390/ejihpe13060105
Erkmen, E., & Hancer, M. (2015). Linking brand commitment and brand citizenship behaviors of airline employees: The role of trust. Journal of Air Transport Management, 42, 47–54.
Ghenaatgar, A., & Jalali, S. (2016). Study of the effect of internal brand management on brand citizenship behavior in presence of brand commitment and job satisfaction of employees in banking industry. International Business Management, 10(18), 4200–4208.
Gilani, H., & Cunningham, L. (2017). Employer branding and its influence on employee retention: A literature review. The Marketing Review, 17(2), 239–256.
Gupta, S., Bhasin, J., & Mushtaq, S. (2021). Employer brand experience and organizational citizenship behavior: Mediating role of employee engagement. Asia-Pacific Journal of Business Administration, 13(3), 357–382. https://doi.org/10.1108/APJBA-06-2020-0200
Handayani, N., & Herwany, A. (2020). Examining the relationship among brand commitment, brand trust, and brand citizenship behavior in the service industry. Revista CEA, 6(11), 13–23. https://doi.org/10.22430/24223182.1600
Helm, S. V., Renk, U., & Mishra, A. (2016). Exploring the impact of employees’ self-concept, brand identification and brand pride on brand citizenship behaviors. European Journal of Marketing, 50(1/2), 58–77. https://doi.org/10.1108/EJM-02-2014-0098
Hoang, H. T. (2022). How does service climate influence hotel employees’ brand citizenship behavior? A social exchange and social identity perspective. Australasian Marketing Journal, 30(1), 51–59. https://doi.org/10.1177/18393349211028331
Hoang, H. T., Ho, N. T. T., & Nguyen, N. (2022). The influence of leadership commitment to service quality on hotel employees’ brand citizenship behavior: A mediation and moderation analysis. Journal of Hospitality Marketing & Management, 31(3), 369–395. https://doi.org/10.1080/19368623.2021.1977439
Lee, C. H., & Kim, H. R. (2022). Positive and negative switching barriers: Promoting hotel customer citizenship behaviour through brand attachment. International Journal of Contemporary Hospitality Management, 34(11), 4288–4311.
Liu, H., Yang, J., & Chen, X. (2020). Making the customer-brand relationship sustainable: The different effects of psychological contract breach types on customer citizenship behaviours. Sustainability, 12(2), 630.
Medis, A. P. (2021). Review on brand citizenship behavior and importance of employees in brand strategy. Journal of Business and Technology, 5(1), 67–74.
Nouri, B. A., Mousavi, M. M., & Soltani, M. (2016). Internal branding, brand citizenship behavior and customer satisfaction: An empirical study (case study: Keshavarzi Bank of Ardabil). International Business and Management, 13(3), 1–11. https://doi.org/10.3968/8971
Nyadzayo, M. W., Matanda, M. J., & Ewing, M. T. (2016). Franchisee-based brand equity: The role of brand relationship quality and brand citizenship behavior. Industrial Marketing Management, 52, 163–174. https://doi.org/10.1016/j.indmarman.2015.05.015
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, 217–234. https://doi.org/10.1057/s41262-017-0076-6
Qureshi, F. N., Bashir, S., Mahmood, A., et al. (2022). Impact of internal brand management on sustainable competitive advantage: An explanatory study based on the mediating roles of brand commitment and brand citizenship behavior. PLOS ONE, 17(3), e0264379. https://doi.org/10.1371/journal.pone.0264379
Ran, Y. (2022). Research on the influence of brand IP communication on brand citizenship behavior of urban rail transit employees. BCP Social Sciences & Humanities, 18, 360–371.
Saleem, F. Z., & Hawkins, M. A. (2021). Employee-generated content: The role of perceived brand citizenship behavior and expertise on consumer behaviors. Journal of Product & Brand Management, 30(6), 819–833. https://doi.org/10.1108/JPBM-05-2020-2908
Soomro, S. A., Eyupoglu, S. Z., & Ali, F. (2024). Linking customer mindsets, brand engagement, and citizenship behavior: The moderating role of brand trust. Journal of Product & Brand Management, 33(3), 385–396. https://doi.org/10.1108/JPBM-05-2024-2908
Tan, T. L. (2020). Factors influencing brand citizenship behavior of hotel employees in Danang, Vietnam. Proceedings of the International Conference on Research in Management & Technovation, 1–23. https://doi.org/10.2139/ssrn.3746871
Tang, J., Wang, J., Zhang, M., et al. (2023). How destination brand experience influences tourist citizenship behavior: Testing mediation of brand relationship quality and moderation effects on commitment. Frontiers in Psychology, 14, 1080457. https://doi.org/10.3389/fpsyg.2023.1080457
Truong, D., Thang, N., & Phan, Q. (2019). Relationships among internal brand, brand commitment and brand citizenship behaviours of employees in aviation industry: The case of domestic airport service providers in Vietnam. Journal of Engineering and Applied Sciences, 14(16), 5678–5689.
Wei, C., Wang, C., Sun, L., et al. (2023). The hometown is hard to leave, the homesickness is unforgettable—The influence of homesickness advertisement on hometown brand citizenship behavior of consumers. Behavioral Sciences, 13(1), 54.
Yao, Q., Martin, M. C., Yang, H. Y., et al. (2019). Does diversity hurt students’ feeling of oneness? A study of the relationships among social trust, university internal brand identification, and brand citizenship behaviors on diversifying university campuses. Journal of Marketing for Higher Education, 29(2), 209–229. https://doi.org/10.1080/08841241.2019.1638482
Yuliarso, G. A., & Pusparini, E. S. (2022). The impact of employee engagement, perceived organizational support, and employer branding on organizational citizenship behavior: The mediation role of organizational communication satisfaction study on state-owned enterprises (SOE) employees in Indonesia. In 3rd Borobudur International Symposium on Humanities and Social Science 2021 (BIS-HSS 2021) (pp. 319–324). Atlantis Press.
Afshardoost, M., Eshaghi, M. S., & Bowden, J. L. H. (2023). Internal brand management, brand understanding, employee brand commitment, and brand citizenship behavior: A meta-analysis. Journal of Strategic Marketing, 31(5), 983–1011. https://doi.org/10.1080/0965254X.2021.1911440
Ahmed, A., & Khan, H. (2019). Relationship between employer branding and employee citizenship behavior: Brand centered HRM as a mediator. International Journal of Scientific & Technology Research, 8(12), 2913–2922.
Batt, V., & Bruhn, M. (2019). Exploring the impact of construed external image on brand citizenship behavior of service employees. SMR-Journal of Service Management Research, 3(3), 137–147. https://doi.org/10.15358/2511-8676-2019-3-137
Dhiman, P., & Arora, S. (2023). Employee branding dimensions and brand citizenship behaviour: Exploring the role of mediators in the hospitality context. Journal of Product & Brand Management, 32(1), 124–137.
Elshaer, I. A., Azazz, A. M. S., & Kooli, C. (2023). Green human resource management and brand citizenship behavior in the hotel industry: Mediation of organizational pride and individual green values as a moderator. Administrative Sciences, 13(4), 109. https://doi.org/10.3390/admsci13040109
Elshaer, I. A., Azazz, A. M. S., Kooli, C., et al. (2023). Environmentally specific servant leadership and brand citizenship behavior: The role of green-crafting behavior and employee-perceived meaningful work. European Journal of Investigation in Health, Psychology and Education, 13(6), 1097–1116. https://doi.org/10.3390/ejihpe13060105
Erkmen, E., & Hancer, M. (2015). Linking brand commitment and brand citizenship behaviors of airline employees: The role of trust. Journal of Air Transport Management, 42, 47–54.
Ghenaatgar, A., & Jalali, S. (2016). Study of the effect of internal brand management on brand citizenship behavior in presence of brand commitment and job satisfaction of employees in banking industry. International Business Management, 10(18), 4200–4208.
Gilani, H., & Cunningham, L. (2017). Employer branding and its influence on employee retention: A literature review. The Marketing Review, 17(2), 239–256.
Gupta, S., Bhasin, J., & Mushtaq, S. (2021). Employer brand experience and organizational citizenship behavior: Mediating role of employee engagement. Asia-Pacific Journal of Business Administration, 13(3), 357–382. https://doi.org/10.1108/APJBA-06-2020-0200
Handayani, N., & Herwany, A. (2020). Examining the relationship among brand commitment, brand trust, and brand citizenship behavior in the service industry. Revista CEA, 6(11), 13–23. https://doi.org/10.22430/24223182.1600
Helm, S. V., Renk, U., & Mishra, A. (2016). Exploring the impact of employees’ self-concept, brand identification and brand pride on brand citizenship behaviors. European Journal of Marketing, 50(1/2), 58–77. https://doi.org/10.1108/EJM-02-2014-0098
Hoang, H. T. (2022). How does service climate influence hotel employees’ brand citizenship behavior? A social exchange and social identity perspective. Australasian Marketing Journal, 30(1), 51–59. https://doi.org/10.1177/18393349211028331
Hoang, H. T., Ho, N. T. T., & Nguyen, N. (2022). The influence of leadership commitment to service quality on hotel employees’ brand citizenship behavior: A mediation and moderation analysis. Journal of Hospitality Marketing & Management, 31(3), 369–395. https://doi.org/10.1080/19368623.2021.1977439
Lee, C. H., & Kim, H. R. (2022). Positive and negative switching barriers: Promoting hotel customer citizenship behaviour through brand attachment. International Journal of Contemporary Hospitality Management, 34(11), 4288–4311.
Liu, H., Yang, J., & Chen, X. (2020). Making the customer-brand relationship sustainable: The different effects of psychological contract breach types on customer citizenship behaviours. Sustainability, 12(2), 630.
Medis, A. P. (2021). Review on brand citizenship behavior and importance of employees in brand strategy. Journal of Business and Technology, 5(1), 67–74.
Nouri, B. A., Mousavi, M. M., & Soltani, M. (2016). Internal branding, brand citizenship behavior and customer satisfaction: An empirical study (case study: Keshavarzi Bank of Ardabil). International Business and Management, 13(3), 1–11. https://doi.org/10.3968/8971
Nyadzayo, M. W., Matanda, M. J., & Ewing, M. T. (2016). Franchisee-based brand equity: The role of brand relationship quality and brand citizenship behavior. Industrial Marketing Management, 52, 163–174. https://doi.org/10.1016/j.indmarman.2015.05.015
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, 217–234. https://doi.org/10.1057/s41262-017-0076-6
Qureshi, F. N., Bashir, S., Mahmood, A., et al. (2022). Impact of internal brand management on sustainable competitive advantage: An explanatory study based on the mediating roles of brand commitment and brand citizenship behavior. PLOS ONE, 17(3), e0264379. https://doi.org/10.1371/journal.pone.0264379
Ran, Y. (2022). Research on the influence of brand IP communication on brand citizenship behavior of urban rail transit employees. BCP Social Sciences & Humanities, 18, 360–371.
Saleem, F. Z., & Hawkins, M. A. (2021). Employee-generated content: The role of perceived brand citizenship behavior and expertise on consumer behaviors. Journal of Product & Brand Management, 30(6), 819–833. https://doi.org/10.1108/JPBM-05-2020-2908
Soomro, S. A., Eyupoglu, S. Z., & Ali, F. (2024). Linking customer mindsets, brand engagement, and citizenship behavior: The moderating role of brand trust. Journal of Product & Brand Management, 33(3), 385–396. https://doi.org/10.1108/JPBM-05-2024-2908
Tan, T. L. (2020). Factors influencing brand citizenship behavior of hotel employees in Danang, Vietnam. Proceedings of the International Conference on Research in Management & Technovation, 1–23. https://doi.org/10.2139/ssrn.3746871
Tang, J., Wang, J., Zhang, M., et al. (2023). How destination brand experience influences tourist citizenship behavior: Testing mediation of brand relationship quality and moderation effects on commitment. Frontiers in Psychology, 14, 1080457. https://doi.org/10.3389/fpsyg.2023.1080457
Truong, D., Thang, N., & Phan, Q. (2019). Relationships among internal brand, brand commitment and brand citizenship behaviours of employees in aviation industry: The case of domestic airport service providers in Vietnam. Journal of Engineering and Applied Sciences, 14(16), 5678–5689.
Wei, C., Wang, C., Sun, L., et al. (2023). The hometown is hard to leave, the homesickness is unforgettable—The influence of homesickness advertisement on hometown brand citizenship behavior of consumers. Behavioral Sciences, 13(1), 54.
Yao, Q., Martin, M. C., Yang, H. Y., et al. (2019). Does diversity hurt students’ feeling of oneness? A study of the relationships among social trust, university internal brand identification, and brand citizenship behaviors on diversifying university campuses. Journal of Marketing for Higher Education, 29(2), 209–229. https://doi.org/10.1080/08841241.2019.1638482
Yuliarso, G. A., & Pusparini, E. S. (2022). The impact of employee engagement, perceived organizational support, and employer branding on organizational citizenship behavior: The mediation role of organizational communication satisfaction study on state-owned enterprises (SOE) employees in Indonesia. In 3rd Borobudur International Symposium on Humanities and Social Science 2021 (BIS-HSS 2021) (pp. 319–324). Atlantis Press.
Published
2025-03-08
Issue
Section
Articles
This work is licensed under a Creative Commons Attribution 4.0 International License.
Copyright for this article is retained by the author(s), with first publication rights granted to the journal.
This is an open-access article distributed under the terms and conditions of the Creative Commons Attribution license (http://creativecommons.org/licenses/by/4.0/).
