Brand psychological ownership can be defined as a psychological experience producing positive brand attitudes and brand cognitions, such as a feeling of ownership towards a brand, and altruistic spirit towards brand-related activities. Building on, and extending the work of Chang. Chiang and Han (2012), this paper investigates the antecedents and consequences of brand psychological ownership. A multilevel approach is taken to investigate the relationship between three major constructs related to branding efforts: brand psychological ownership, corporate branding and brand citizenship behaviour. In the individual analysis, brand psychological ownership was found to have a positive effect on brand citizenship behaviour. In the multilevel analyses the results show that corporate branding has a positive effect on brand psychological ownership and brand citizenship behaviour. As a result, leaders and general managers can use corporate brand building as a tool for employee motivation and even cultural change. Organisational-level brand citizenship behaviour is found to positively affect brand equity. Furthermore, brand psychological ownership mediated the relationship between corporate branding and brand citizenship behaviour in the multilevel relationship. The paper discusses these findings, their contribution to current literature and their implications for future research and management development.
Get full access to this article
View all access options for this article.
References
1.
AilawadiK. L., LehmannD. R., and NeslinS. A. (2003), ‘Revenue premium as an outcome measure of brand equity’, Journal of Marketing, Vol. 67, No. 4, pp. 1–17.
2.
AllenD. G., ShoreL. M., and GriffethR. W. (2003), ‘The role of perceived organizational support and supportive human resource practices in the turnover process’, Journal of Management, Vol. 29, No. 1, pp. 99–118.
3.
ArnoldJ., and RandallR. (2010), Work psychology: Understanding human behaviour in the workplace (5th ed.), Harlow, Essex: Pearson Education.
4.
AseleageJ., and EisenbergerR. (2003), ‘Perceived organizational support and psychological contracts: A theoretical integration’, Journal of Organizational Behavior, Vol. 24, pp. 491–509.
5.
AshforthB. E., and MaelF. (1989), ‘Social identity theory and the organization’, Academy of Management Review, Vol. 14, No. 1, pp. 20–39.
6.
AveyJ. B., AvolioB. J., CrossleyC. D., and LuthansF. (2009), ‘Psychological ownership: Theoretical extensions, measurement and relation to work outcome’, Journal of Organizational Behavior, Vol. 30, pp. 173–191.
7.
AurandT. W., GorchelsL., and BishopT. R. (2005), ‘Human resource management's role in internal branding: An opportunity for cross-functional brand message synergy’, Journal of Brand Management, Vol. 14, No. 2/3, pp. 163–169.
8.
BalmerJ. M. T. (2001), ‘Corporate identity, corporate branding, and corporate marketing’, European Journal of Marketing, Vol. 35, No. 3/4, pp. 248–291.
9.
BalmerJ. M. T., and GrayE. R. (2003), ‘Corporate brands: What are they? What of them?’, European Journal of Marketing, Vol. 37, No. 7/8, pp. 972–997.
10.
BalmerJ. M. T. (2012), ‘Strategic corporate brand alignment: Perspectives from identity based views of corporate brands’, European Journal of Marketing, Vol. 46, No. 7/8, pp. 1064–1092.
11.
BaronR. M., and KennyD. A. (1986), ‘The Moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations’, Journal of Personality and Social Psychology, Vol. 51, pp. 1173–1182.
12.
BartelsJ. A., Ad PruynM., and IngeJ. (2007), ‘Multiple organizational identification levels and the impact of external prestige and communication climate’, Journal of Organizational Behavior, Vol. 28, pp. 173–190.
13.
BettencourtL. A., GwinnerK. P., and MeuterM. L. (2001), ‘A comparison of attitude, personality, and knowledge predictors of service-oriented organizational citizenship behaviors’, Journal of Applied Psychology, Vol. 86, No. 1, pp. 29–41.
14.
BlauP. M. (1964), Exchange and Power in Social Life, New York: Wiley.
15.
BurmannC., and ZeplinS. (2005), ‘Building brand commitment: A behavioral approach to internal brand management’, Journal of Brand Management, Vol. 12, No. 4, pp. 279–300.
16.
BurmannC., ZeplinS., and ReilyN. (2009), ‘Key determinants of internal brand management success: An exploratory empirical analysis’, Journal of Brand Management, Vol. 16, No. 4, pp. 264–284.
17.
ChenG., and KlimoskiR. J. (2003), ‘The impact of expectations on newcomer performance in teams as mediated by work characteristics, social exchange, and empowerment’, Academy of Management Journal, Vol. 46, No. 5, pp. 591–607.
18.
ChiN. W., and HanT. S. (2008), ‘Exploring the linkage between formal ownership and psychological ownership for the organization: The mediating role of organizational justice’, Journal of Occupational and Organizational Psychology, Vol. 81, pp. 691–711.
19.
ChangA., ChiangH. H., and HanT. S. (2012), ‘A multilevel investigation of relationships among brand-centered HRM, brand psychological ownership, brand citizenship behaviors, and customer satisfaction’.European Journal of Marketing, Vol. 46, No. 5, pp. 626–662.
20.
de ChernatonyL. (1999), ‘Brand management through narrowing the gap between brand identity and brand reputation’.Journal of Marketing Management, Vol. 15, No. 1/3, pp. 157–79.
21.
DruskatV. U., and PescosolidoA. T. (2002), ‘The content of effective teamwork mental models in self-managing teams: Ownership, learning, and heedful interrelating’, Human Relations, Vol. 55, pp. 283–314.
22.
EisenbergerR., HuntingtonR., HutchisonS., and SowaD. (1986), ‘Perceived organizational support’, Journal of Applied Psychology, Vol. 71, pp. 500–507.
23.
EisenbergerR., FasoloP., and Davis-LaMastroV. (1990), ‘Perceived organizational support and employee diligence, commitment, and innovation’, Journal of Applied Psychology, Vol. 75, pp. 51–59.
24.
FlynnF. J. (2005), ‘Identity organizations and forms of social exchange in organization’, Academy of Management Review, Vol. 30, pp. 737–750.
25.
GlickW. H. (1985), ‘Conceptualizing and measuring organizational and psychological climate: Pitfalls in multilevel research’, Academy of Management Review, Vol. 10, pp. 601–616.
26.
HanT. S., ChiangH. H., and ChangA. (2010), ‘Employee participation, psychological ownership and knowledge sharing: The mediating role of organizational commitment in Taiwan high-tech organizations’, International Journal of Human Resource Management, Vol. 21, pp. 2214–2229.
27.
HarrisF., and de ChernatonyL. (2001), ‘Corporate branding and corporate brand performance’, European Journal of Marketing, Vol. 35, pp. 441–456.
28.
HatchM. J., and SchulzM. (2003), ‘Bring the corporation into corporate branding’, European Journal of Marketing, Vol. 37, pp. 1041–1064.
29.
HinkinT. R. (1998), ‘A brief tutorial on the development of measures for use in survey questionnaires’, Organizational Research Methods, Vol. 1, pp. 104–121.
30.
HirstG., Van DickR., and Van KnippenbergD. (2009), ‘A social identity perspective on leadership and employee creativity’, Journal of Organizational Behavior, Vol. 30, pp. 963–982.
31.
HofmanD. A. (1997), ‘An overview of the logic and rationale of hierarchical linear models’, Journal of Management, Vol. 23, pp. 723–744.
32.
HoggM. A., and TerryD. J. (2000), ‘Social identity and self-categorization processes in organizational contexts’, Academy of Management Review, Vol. 25, pp. 121–40.
33.
HomansG. C. (1961), Social behavior, New York: Harcourt, Brace and World.
34.
JamesL. R. (1982), ‘Aggregation bias in estimates of perceptual agreement’, Journal of Applied Psychology, Vol. 67, pp. 219–229.
35.
JöreskogK. G., and SörbomD. (1981), LISREL V: Analysis of linear structure relationship by the method of maximum likelihood, Chicago: National Educational Resources.
36.
KayM. J. (2006), ‘Strong brands and corporate brands’, European Journal of Marketing, Vol. 40, pp. 742–760.
37.
KellerK. L. (1993), ‘Conceptualizing, measuring, and managing customer-based brand equity’, Journal of Marketing, Vol. 57, pp. 1–22.
38.
KimJ., YorkK. M., and LimJ. S. (2010), ‘The role of brands in recruitment: A mixed-brand strategy approach’, Marketing Letters, Vol. 22, pp. 165–179.
39.
KimH., LeeM., LeeH., and KimN. (2010). ‘Corporate social responsibility and employee-company identification’,Journal of Business Ethics, Vol. 95, pp. 557–569.
40.
KnoxS., and BickertonD. (2003), ‘The six conventions of corporate branding’, European Journal of Marketing, Vol. 37, pp. 998–1016.
41.
KozlowskiS. W. J., and HultsB. M. (1987), ‘An exploration of climates for technical updating and performance’, Personnel Psychology, Vol. 40, pp. 539–562.
42.
LeanaC. R., and Van BurenH. J. (1999), ‘Organizational social capital and employment practices’, Academy of Management Review, Vol. 24, pp. 538–555.
43.
LeitchS., and RichardsonN. (2003), ‘Corporate branding in the new economy’, European Journal of Marketing, Vol. 37, pp. 1065–1079.
44.
LinC. P. (2007), ‘To share or not to share: Modeling tacit knowledge sharing, its mediators and antecedents’, Journal of Business Ethics, Vol. 70, pp. 411–428.
45.
MartinG., BeaumontP., DoigR., and PateJ. (2005), ‘Branding: A new performance discourse for HR?’, European Management Journal, Vol. 23, pp. 76–88.
46.
MastersonS. S., and StamperC. L. (2003), ‘Perceived organizational membership: An aggregate framework representing the employee-organization relationship’, Journal of Organizational Behavior, Vol. 24, pp. 473–490.
47.
MayhewM. G., AshkanasyN. M., BrambleT., and GardnerJ. (2007), ‘A study of the antecedents and consequences of psychological ownership in organizational settings.’, Journal of Social Psychology, Vol. 147, pp. 477–500.
48.
MeyerJ. P., AllenN. J., and SmithC. A. (1993), ‘Commitment to organizations and occupations-extension and test of a three-component conceptualization’, Journal of Applied Psychology, Vol. 78, pp. 538–551.
49.
MeyerJ. P., BeckerT. E., and Van DickR. (2006), ‘Social identities and commitment at work: Toward an integrative model’, Journal of Organizational Behavior, Vol. 27, pp. 665–683.
50.
MolmL., and CookK. (1995), Social exchange and exchange networks, in: CookK., Fine,G., and HouseJ. (eds.), Sociological perspectives on social psychology, pp. 209–235, Boston: Allyn and Bacon.
51.
MuzellecL., and LambkinM. (2006), ‘Corporate rebranding: Destroying, transferring or creating brand equity?’, European Management Journal, Vol. 40, pp. 803–824.
52.
NesselroadeK. P.Jr., BegganJ. K., and AllisonS. T. (1999), ‘Possession enhancement in an interpersonal context: An extension of the mere ownership Effect’, Psychology and Marketing, Vol. 16, pp. 21–34.
53.
NetemeyerR. G., KrishnanB., PulligC., WangG., YagciM., and DeanD. (2004), ‘Developing and validating measures of facets of customer-based brand equity’, Journal of Business Research, Vol. 57, pp. 209–224.
54.
OrganD. W. (1988). Organizational citizenship behavior; The good soldier syndrome, Lexington, MA: Lexington, Books.
55.
PiccoloF., and CoiquittA. (2006), ‘Transformational leadership and job behavior: The mediating role of core job characteristics’, Academy of Management Journal, Vol. 49, pp. 327–340.
56.
PierceJ. L., KostovaT., and DirksK. T. (2001), ‘Toward a theory of psychological ownership in organizations’, Academy of Management Review, Vol. 26, pp. 298–310.
57.
PierceJ., KostovaT., and DirksK. T. (2(103), The state of psychological ownership: integrating and extending a century of research’,Review of General Psychology, Vol. 7, pp. 84–107.
58.
PierceJ. L., JussilaI., and CummingsA. (2009), ‘Psychological ownership within the job design context: Revision of the job characteristics model’, Journal of Organizational Behavior, Vol. 30, pp. 477–496.
59.
PierceJ. L., RubenfeldS. A., and MorganS. (1991), ‘Employee ownership: A conceptual model of process and effects’, Academy of Management Review, Vol. 16, pp. 121–144.
60.
PodsakoffP. M., MacKenzieS. B., MoormanR. H., and FetterR. (1990), ‘Transformational leader behaviors and their effects on followers' trust in leader, satisfaction, and organizational citizenship behaviors, Leadership Quarterly, Vol. 1, pp. 107–142.
61.
PodsakoffP. M., MacKenzieS. B., PaineJ. B., and BachrachD. G. (2000), ‘Organizational citizenship behaviors: A critical review of the theoretical and empirical literature and suggestions for future research’, Journal of Management, Vol. 26, pp. 513–563.
62.
PodsakoffP. M., MacKenzieS. B., and PodsakoffN. P. (2003), ‘Common method biases in behavioral research: A critical review of the literature and recommended Remedies’, Journal of Applied Psychology, Vol. 88, pp. 879–903.
63.
RaudenbushS. W., and BrykA. S. (2002), Hierarchical linear models (2nd ed.). Newbury Park, CA: Sage Publications, Inc.
64.
RichardsonH. A., MarciaJ. S., and MichaelC. S. (2009), ‘A tale of three perspectives: Examining post hoc statistical techniques for detection and correction of common method variance’, Organizational Research Methods, Vol. 12, pp. 762–800.
65.
SchwabD. P. (2005), Research methods for organizational studies, Mahwah, NJ: Lawrence Erlbaum Associates.
66.
SmidtsA., PruynH., and Van RielB. M. (2001), ‘The impact of employee communication and perceived external prestige on organizational identification,Academy of Management Journal, pp. 44, pp. 1051–1062.
67.
SrivastavaR., and ShockerA. D. (1991), ‘Brand equity: a perspective on its meaning and measurement’,Working Paper Series, Report No. 91–124. Cambridge, MA: Marketing Science Institute.
68.
SunL. Y., AryeeS., and LawK. S. (2007), ‘High-performance human resource practices, citizenship behavior, and organizational performance: A relational perspective’, Academy of Management Journal, Vol. 50, pp. 558–577.
69.
UgglaH. (2006), The corporate brand association base: A conceptual model for the creation of inclusive brand architecture’, European Journal of Marketing, Vol. 40, No. 7/8, pp. 785–802.
70.
UrdeM. (2001), ‘Core value-based corporate branding building’, European Journal of Marketing, Vol. 37, No. 7/8, pp. 1017–1040.
71.
VallasterC., and de ChernatonyL. (2006), ‘Internal branding building and structuration: The role of leadership’, European Journal of Marketing, Vol. 40, pp. 761–84.
72.
Van DyneL., and PierceJ. L. (2004), ‘Psychological ownership and feeling of possession: Three field studies predicting employee attitudes and organizational citizenship behavior’, Journal of Organizational Behavior, Vol. 25, pp. 439–459.
73.
Van KnippenbergD., and HoggM. A. (2003), ‘A social identity model of leadership effectiveness in organizations’, Research in Organizational Behavior, Vol. 25, pp. 243–295.
74.
WhitenerE. M. (2001), ‘Do ‘high commitment’ human resource practices affect employee commitment? A cross-level analysis using hierarchical linear modeling’, Journal of Management, Vol. 27, pp. 515–535.
75.
YooB., and DonthuN. (2001), ‘Developing and validating a multidimensional consumer-based brand equity scale’, Journal of Business Research, Vol. 52, pp. 1–14.
