The Influence of Employee-Based Brand Equity on the Health Supportive Environment and Culture – Organizational Citizenship Behavior Relation.

Abstract

PURPOSE: The purpose of this study were (a) to test the validity and reliability of the health-supportive environment and culture scale, (b) to examine the validity and reliability of employee-based brand equity, and (c) to explore relationships among health-supportive environment and culture, employee-based brand equity, job satisfaction, and organizational citizenship behaviors by examining the moderating effect of job level.

METHODS: This was a cross-sectional survey of 520 full-time employees (222 men and 298 women) from three places of the largest bookstore in Korea. Exploratory factor analysis and confirmatory factor analysis were performed to obtain factor structure and to evaluate factor validity and reliability in Study 1 (Chapter 2) and 2 (Chapter 3). In Study 3 (Chapter 4), structural equation modeling (SEM) was used to test the proposed model based on Study 1 and 2.

RESULTS: Psychometric testing demonstrated satisfactory internal consistency reliability, content and construct validity of the health-supportive environment and culture scale and the employee based brand equity scale. SEM analysis showed that (a) the worksite environment and culture for supporting health had an influence on employee-based brand equity; (b) the health-supportive environment and culture on our findings was not a driving factor of organizational citizenship behaviors; (c) employee-based brand equity affected organizational citizenship behaviors; (d) job satisfaction was influenced by the health-supportive environment and culture, and job satisfaction affected organizational citizenship behaviors; and (e) the moderating effect of job level (i.e., employees vs. managers) was partially supported in the proposed model.

CONCLUSIONS: The health-supportive environment and culture scale and employee-based brand equity scale are both reliable and valid measures. Employee-based brand equity in the context of worksite environment and culture for supporting health appears necessary to establish organizational citizenship behaviors. Implications and directions for future research are discussed.