KOREASCHOLAR

MULTILEVEL RELATIONSHIPS BETWEEN BRAND-CENTERED HRM AND BRAND CITIZENSHIP BEHAVIOR: MEDIATING ROLES OF PERSON-BRAND FIT AND BRAND COMMITMENT

Hsu-Hsin Chiang, Tzu-Shian Han, David McConville
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271791
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Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.1993-1995
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

In this paper we explore the relationships between brand-centered human resource management (HRM) and brand citizenship behavior. The roles of person-brand fit and brand commitment are discussed, and seven hypotheses presented. Using multilevel analysis, we test whether these concepts mediate the relationship between brand-centered HRM and brand citizenship behavior.

Keyword
Human resource managementBrand citizenship behaviormultilevel analysisbrand-centered HRMHuman resource
Author
  • Hsu-Hsin Chiang(National Hsinchu University of Education)
  • Tzu-Shian Han(National Chengchi University)
  • David McConville(University of Portsmouth)