The Mediating Role of Motivation Between Brand Citizenship Behavior and EmployeePerformance: A Study of Supervisors’ Perception

Abstract

Purpose – The purpose of this research is to study the direct impact of brand citizenship behavior onemployees’ performance, as well as its indirect effect, having intrinsic and extrinsic motivations asmediators, for employees working in international franchised branded organizations operating in Yemen. Design/methodology/approach – The research targeted supervisors that have subordinates under theirsupervision. They were asked to answer a survey questioner based on their observations of theirsubordinates’ behavior. 207 responses were accepted to participate in the research analysis, which wasconducted using structural equational modeling.Findings – It has been found that there is a direct impact of brand citizenship behavior on employeeperformance. It was also found that intrinsic motivations have the only mediating role between brandcitizenship behavior toward employee performance, on the other hand, no mediation role was found forextrinsic motivations.Discussion – This research has combined the branding field and organizational behavior field. Itcontributes to the internal brand management field besides employee performance management, bypresenting insights to management in their internal branding strategies and employee motivators. On theother hand, it provides subordinates an overview of their supervisors’ perceptions.