The Mediating Role of Brand Commitment and Brand Loyalty Between Brand Identification and Brand Citizenship Behaviour: Evidence From It Companies in Bangalore

The employeebrand attitudes, which are constituents of internal branding, are of paramount importance in an organization.This paper explores the perspectives on the four main brand attitudes (brand identification, brand commitment, brand loyalty and brand citizenship behavior) which bring about internal branding. The aim of this paper is to determine the relationship between the variables of brand supporting behavior in internal branding among employees and to ascertain whether brand commitment and brand loyalty act as mediators between brand identification and brand citizenship behavior. It empirically assesses the relationship between the various brand attitudes. To achieve its objectives, a quantitative survey conducted with 400 employees from the top ten IT companies in Bangalore, was carried out.It proved statistically that there is serial mediator effect between brand identification and brand citizenship behavior. It empirically shows the relationship between brand identification and brand citizenship behavior as well as the mediational effects of brand commitment and brand loyalty.The implication of this study is that the management can make use of brand identification to directly shape the behavioural attitude of employee branding, which is the employees brand citizenship behavior.