Role of Organizational Citizenship Behaviour on Internal Brand Identification

G. Radha Kiranmayi; P. Jyothi

G. Radha Kiranmayi Research Scholar, School of Management Studies, University of Hyderabad, Hyderabad, Telangana
P. Jyothi Dean & Professor, School of Management Studies, University of Hyderabad, Telangana

Keywords: Internal Brand Management, Internal Brand Identification, Organizational Citizenship Behaviour, Competitive Advantage, Employee Behaviour

Abstract

The study Role of Organizational Citizenship Behavior on Employee Brand Identification was conducted to analyze the influence of OCB on Internal or employee brand identification. A survey was conducted administering a questionnaire on a sample of 265 employees of select IT companies in Hyderabad and Bengaluru. The survey has stated certain key findings. The study identified that OCB has a significant impact on employee brand identification and altruism and courtesy play a significant role in this relationship. The study also found that any change in gender, age, educational qualification and location of the workplace has no impact on brand identification while designation or level at which employee is placed influences his brand identification. Therefore, it was implied that, both branding and HR personnel of the organizations to work in harmony to create greater sense of OCB and thus, Brand Identification that can in turn create competitive advantage. Further, the limitations of the study and scope for further research has been discussed.