Abstract :

This study investigated the effect of employee brand commitment on brand citizenship behavior from the employees’ perspective. This study also examined the differences in employees’ perspectives of employee brand commitment and brand citizenship behavior depend on their years of experience, monthly income, and contact with customers. This study selected a convenience sample that includes ten banks in Palestine. This study used a quantitative empirical causal research design, through a self-administered structured questionnaire, and used descriptive statistics tests, One-way Analysis of Variance (ANOVA), post-hoc multiple comparisons, two-step SEM process, and the confirmatory factor analysis (CFA). Moreover, the data was analyzed using the “Analysis of Moment Structure” AMOS 20 program. The findings revealed a strong effect of employee brand commitment on brand citizenship behavior. Also, the study found differences in employees’ perspectives on employee brand commitment and brand citizenship behavior depend on their years of experience, monthly income, and contact with customers. Therefore, this research study provides practical implications related to enhancing employee brand commitment and brand supporting behavior.

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