Antecedents and consequences of brand citizenship behavior in private higher education institutions

The core of brand citizenship behavior (BCB) is to find ways to improve a brand's standing in the market. The suggested model has two sides, the internal side is focused on organizational inputs that contribute to BCB and the external side is focused on the marketing side of BCB. The data has been collected from 245 respondents by using a convenience sampling technique from the teaching and non-teaching staff. Structural equation modeling (SEM) was applied using SmartPLS. The empirical results supported the arguments of the theory that internal brand management (IBM) is a strong pillar of BCB, which leads to brand commitment. Moreover, among the three consequences, BCB was found the strongest in influencing student satisfaction. The study highlighted the key areas of higher education institutions (HEIs) that are to be targeted to ensure higher levels of brand strength, brand performance and student satisfaction.