Brand supportive behaviour among insurance agents in the northern region of Malaysia

Brand supportive behaviour is important to companies because it shows the willingness of agents to go beyond their prescribed roles for the good of the corporate brand. Hence, this study aimed to examine the influence of internal brand orientation and customer orientation on brand supportive behavi...

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Main Author:	Adilah, Othman
Format:	Thesis
Language:	eng eng eng
Published:	2021
Subjects:	HD58.7 Organizational Behavior.
Online Access:	https://etd.uum.edu.my/9874/1/depositpermission-not%20allow_s900515.pdf https://etd.uum.edu.my/9874/2/s900515_01.pdf https://etd.uum.edu.my/9874/3/s900515_02.pdf
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id	my-uum-etd.9874
record_format	uketd_dc
spelling	my-uum-etd.98742022-09-22T04:55:20Z Brand supportive behaviour among insurance agents in the northern region of Malaysia 2021 Adilah, Othman Shaari, Hasnizam Saad, Shahrin School of Business Management School of Business Management HD58.7 Organizational Behavior. Brand supportive behaviour is important to companies because it shows the willingness of agents to go beyond their prescribed roles for the good of the corporate brand. Hence, this study aimed to examine the influence of internal brand orientation and customer orientation on brand supportive behaviour with the mediating role of brand psychological ownership. A research framework was established based on existing literature to test the relationship among these variables. The Social Exchange Theory and the Social Identity Theory were employed to explain the relationship between the variables being studied. In order to empirically test the research framework of the study, data were collected by employing a questionnaire survey. 350 respondents from the insurance industry were selected using the systematic sampling. The data collected was analysed using the Partial Least Square Structural Equation Modelling (PLS-SEM). The empirical result revealed that internal brand orientation, customer orientation, and brand psychological ownership influenced brand supportive behavior. In addition, it was also found that brand psychological ownership mediated the relationship between internal brand orientation and customer orientation with brand supportive behavior. The results of this study provides insights to managers whereby they must use appropriate applications of internal brand management practices such as internal brand orientation and customer orientation. These findings also suggest that internal brand orientation, customer orientation and brand psychological ownership are crucial factors that affect the willingness of agents to commit to brand supportive behavior. 2021 Thesis https://etd.uum.edu.my/9874/ https://etd.uum.edu.my/9874/1/depositpermission-not%20allow_s900515.pdf text eng staffonly https://etd.uum.edu.my/9874/2/s900515_01.pdf text eng staffonly https://etd.uum.edu.my/9874/3/s900515_02.pdf text eng staffonly other doctoral Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng eng
advisor	Shaari, Hasnizam Saad, Shahrin
topic	HD58.7 Organizational Behavior.
spellingShingle	HD58.7 Organizational Behavior. Adilah, Othman Brand supportive behaviour among insurance agents in the northern region of Malaysia
description	Brand supportive behaviour is important to companies because it shows the willingness of agents to go beyond their prescribed roles for the good of the corporate brand. Hence, this study aimed to examine the influence of internal brand orientation and customer orientation on brand supportive behaviour with the mediating role of brand psychological ownership. A research framework was established based on existing literature to test the relationship among these variables. The Social Exchange Theory and the Social Identity Theory were employed to explain the relationship between the variables being studied. In order to empirically test the research framework of the study, data were collected by employing a questionnaire survey. 350 respondents from the insurance industry were selected using the systematic sampling. The data collected was analysed using the Partial Least Square Structural Equation Modelling (PLS-SEM). The empirical result revealed that internal brand orientation, customer orientation, and brand psychological ownership influenced brand supportive behavior. In addition, it was also found that brand psychological ownership mediated the relationship between internal brand orientation and customer orientation with brand supportive behavior. The results of this study provides insights to managers whereby they must use appropriate applications of internal brand management practices such as internal brand orientation and customer orientation. These findings also suggest that internal brand orientation, customer orientation and brand psychological ownership are crucial factors that affect the willingness of agents to commit to brand supportive behavior.
format	Thesis
qualification_name	other
qualification_level	Doctorate
author	Adilah, Othman
author_facet	Adilah, Othman
author_sort	Adilah, Othman
title	Brand supportive behaviour among insurance agents in the northern region of Malaysia
title_short	Brand supportive behaviour among insurance agents in the northern region of Malaysia
title_full	Brand supportive behaviour among insurance agents in the northern region of Malaysia
title_fullStr	Brand supportive behaviour among insurance agents in the northern region of Malaysia
title_full_unstemmed	Brand supportive behaviour among insurance agents in the northern region of Malaysia
title_sort	brand supportive behaviour among insurance agents in the northern region of malaysia
granting_institution	Universiti Utara Malaysia
granting_department	School of Business Management
publishDate	2021
url	https://etd.uum.edu.my/9874/1/depositpermission-not%20allow_s900515.pdf https://etd.uum.edu.my/9874/2/s900515_01.pdf https://etd.uum.edu.my/9874/3/s900515_02.pdf
_version_	1747828691850756096

Brand supportive behaviour among insurance agents in the northern region of Malaysia

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