Recruitment Create Passage towards Brand Citizenship Behavior: A Conceptual Analysis

Abstract

The Brand citizenship behavior (BCB) is relatively a new aspect in marketing literature. Researchers have given a label of BCB to the discretionary behavior that employees’ exhibit for the successful delivery of brand promise. In internal branding, the role of an employee is recognized as critical in delivering the service as promised by the brand. As practitioners and academicians argue that, an employee’s brand-aligned behavior that goes above and beyond the job responsibility can be an asset for the company. So far skills competencies of employees are difficult for competitors to imitate. Drawing on employees brand-aligned behavior to build the strong organizational brand(s) this study conceptualized that, the successful implementation of internal branding doctrine could be strengthened by brand-centered recruitment practice. This study found that fair recruitment process in an organization can build an employees’ deeper understanding of the brand and the role they play would enhanced the brand citizenship behavior.