The effects of brand leadership styles on employees -based brand citizenship behavior

ABSTRACT Aimed at achieving employee -based brand equity, internal branding is a new strategy to assure that employees act in accordance with brand commitment. Since in service organizations, employees are able to influence over customers" purchase decisions and conceptions, they play a critical role in organizational success. Enhancing employee -based brand citizenship behavior by managers can create a competitive advantage for organization. The purpose of present study is to investigate the effects of brand leadership styles on employee -based brand citizenship behavior. This is an applied study and its needed data are gathered by a questionnaire distributed among employees of banks in Ajabshir City. Among 95 employees, 76 subjects were selected as research sample by random sampling method in Morga