Internal Branding Affecting Brand Citizenship Behavior of Office Staff in Ho Chi Minh City

This study examines the internal branding factors that influence brand citizenship behavior (BCB). It suggests managerial implications to enhance brand citizenship behavior. Data were collected from a direct survey of 193 office employees, measuring based on a scale of King & Grace's (2008, 2009, 2010). Cronbach's Alpha results are reliable. Exploratory factor analysis (EFA), multiple regression analysis and differential determination were conducted. The study is finding that there are four factors affecting to BCB: (1) Knowledge dissemination (β = 0.437); (2) Information generation (β = 0.350), The “H” factor (β = 0.158) and Openness (β = 0.110). The four groups of the managerial implications are suggested for practice.