Detailed Analyses of Research Model

This study conducts the detailed analyses of the relationships to reveal the differential effects of the influencing factors (e.g., corporate branding) on the different aspects of the consequences (i.e., brand psychological ownership, and brand citizenship behavior). This study utilized the factor scores to conduct detailed analyses of the research model. Consequently, this research may shed more light of managerial implications via conducting detailed analysis.

5.8.1 Detailed Effects of Brand PO on Brand CB

After factor analyses, this study investigated the relationships between factors of brand psychological ownership and brand citizenship behavior. This study examined an individual-level model including these factors, with no predictors specified for the organizational-level variables. As for factors of two constructs reported in Table 5-9, helping behavior of brand is positively affected by brand accountability (β20=0.46, p<0.01), and identification and belongingness of brand ( β 30=0.145, p<0.05).

Consideration and enhancement of brand is positively affected by brand self-efficacy (β10=0.311, p<0.01), brand accountability (β20=0.273, p<0.01), and identification and belongingness of brand (β30=0.260, p<0.01). Sportsmanship and endorsement of brand is positively affected by brand self-efficacy (β10=0.365, p<0.01), brand

accountability (β20=0.156, p<0.05), and identification and belongingness of brand (β30=0.467, p<0.01). The results of detailed analyses in the individual level reveal that most factors of brand psychological ownership significantly affect factors of brand citizenship behavior. Individual-level models of detailed analyses are shown as follows.

5.8.2 Random Coefficients Regression Model (detailed analyses)

Level-1

BCB_ij=β_0j+β_1j*(BPO_ij)+ β_2j*(gender_ij) +β_3j*(age_ij)+ β_4j*(education_ij)+ε_ij Level-2

β_0j= γ₀₀+ u_0j β_1j= γ₁₀+ u_1j β_2j= γ₂₀+ u_2j β_3j= γ₃₀+ u_3j β_4j= γ₄₀+ u_4j

Note: BPOijrefers to brand self-efficacy, brand accountability, and identification and belongingness of brand.

BCB ijrefers to helping behavior of brand, consideration and enhancement of brand, and sportsmanship and endorsement of brand.

i =individuals, j =organizations

Table 5-9 Hierarchical Linear Modeling Results: Brand PO on Band CB (Detailed Analyses)

***P< 0.01, ** P<0.05, *P<0.1

5.8.3 Effects of Corporate Branding on Brand PO and Brand CB

As for cross-level analyses, this study investigated the effects that corporate branding at the organizational level had on variables at the individual level. Results reported in Table 5-10. As for detailed effects of corporate branding on brand psychological ownership, leadership and interaction with stakeholders of corporate branding (γ02=0.275, p<0.01), training and selection of corporate branding (γ04=0.174, p<0.01) and communication and evaluation of corporate branding (γ05=0.206, p<0.05) positively affect brand self-efficacy. Leadership and interaction

Models Model-1 Model-2 Model-3

Dependent variable

Intercept 0.041 0.005 0.004

Brand self-efficacy 0.057 0.311*** 0.365***

Brand accountability 0.46*** 0.273*** 0.156**

Identification and belongingness of brand

0.145** 0.260*** 0.467***

Control Variables

Gender -0.145 0.282** -0.098

Age 0.149 -0.186 0.035

Education 0.012 -0.041 0.029

R2 0.36 0.26 0.39

Deviance 727.74 745.63 706.59

coordination of corporate branding (γ03=0.127, p<0.05), and training and selection of corporate branding (γ04=0.19, p<0.01) positively affect brand accountability. Vision and culture of corporate branding (γ01=0.31, p<0.05) and communication and evaluation of corporate branding (γ04=0.228, p<0.05) positively affect identification and belongingness of brand. As for detailed effects of corporate branding on brand citizenship behavior, leadership and interaction with stakeholders of corporate branding (γ02=0.271, p<0.05), training and selection of corporate branding (γ04=0.196, p<0.05), and communication and evaluation of corporate branding (γ05=0.189, p<0.05) positive affect consideration and enhancement of brand.

Leadership and interaction with stakeholders of corporate branding (γ02=0.199, p<0.05) and training and selection of corporate branding (γ04=0.1, p<0.1) have positive effects on sportsmanship and endorsement of brand. Multilevel models of corporate branding affects BPO and BCB are represented as follows.

5.8.4 Intercepts-as-outcomes Model (Detailed Analyses)

Multilevel Model-1~3

Level-1

BPO_ij=β_0j+ β_1j*(gender_ij) +β_2j*(age_ij)+ β_3j*(education_ij)+ε_ij Level-2

β_0j= γ₀₀+γ₀₁(CB_j) +γ₀₂(type_j) +u_0j

β_1j= γ₁₀+ u_1j β_2j= γ₂₀+ u_2j β_3j= γ₃₀+ u_3j

Multilevel Model-4~6

Level-1

BCB_ij=β_0j+ β_1j*(gender_ij) +β_2j*(age_ij)+ β_3j*(education_ij)+ε_ij Level-2

β_0j= γ₀₀+γ₀₁(CB_j) +γ₀₂(type_j) +u_0j β_1j= γ₁₀+ u_1j

β_2j= γ₂₀+ u_2j β_3j= γ₃₀+ u_3j

Note: CB j refers to vision and culture of corporate branding, leadership and interaction with stakeholders of corporate branding, departmental coordination of corporate branding, training and selection of corporate branding, communication and evaluation of corporate branding.

BPO ij refers to brand self-efficacy, brand accountability, and identification and belongingness of brand.

BCBijrefers to helping behaviors of brand, consideration and enhancement of brand, and sportsmanship and endorsement of brand.

i =individuals, j =organizations; type: 1=food-drink organizations, 0=retailer organizations

Table 5-10 Hierarchical Linear Modeling Results of the Proposed Model (Detailed Analyses)

Models Model-1 Model-2 Model-3 Model-4 Model-5 Model-6 Model-7

Dependent

Intercept -0.017 0.103 -0.053 0.073 0.018 -0.046 3.769***

Gender 0.107 0.026 0.158 -0.127 0.236** 0.039

Age -0.407** 0.062 -0.098 0.142 0.0113 -0.206

Education -0.143 0.049 0.113 0.061 -0.223** 0.041

Organizational level

Vision and culture of corporate branding

-0.048 -0.026 0.310** -0.062 0.0139 0.063

Leadership and interaction with stakeholders of corporate branding

0.275*** 0.133** -0.034 0.074 0.271** 0.199**

Departmental coordination of corporate branding

-0.115 0.127** 0.056 0.108 -0.05 -0.024

Training and selection of corporate branding

0.174*** 0.19*** 0.059 0.062 0.196** 0.1*

Communication and evaluation of corporate branding

0.206** -0.033 0.228** 0.023 0.189** 0.075

Aggregated brand CB

Helping behaviors of brand 0.042

Consideration and enhancement of brand

0.108**

Table 5-10 Hierarchical Linear Modeling Results of the Proposed Model (Detailed Analyses) (Continued)

aDeviance is a measure of model fit. Deviance =-2* log-likelihood of the full maximum-likelihood estimate.

***P< 0.01, ** P<0.05, *<0.1, one-tailed examination

5.8.5 Effects of Organization-level Brand CB on Brand Equity

This study further examined analyzed the effect of organization-level brand CB on the brand equity. Since the data of customers’perception is nested with each store, researchers have to investigate the relationship between organization-level brand CB and brand equity. Employees’brand citizenship behavior is aggregated to their corresponding organizations in order to investigate conduct the effect of organization-level brand CB on the brand equity. The results of hierarchical linear modeling present in model-7 of Table 5-10. Two factors of organization-level brand CB, consideration and enhancement of brand and sportsmanship and endorsement of brand, significantly affect the brand equity. That is, consideration and enhancement of

Models Model-1 Model-2 Model-3 Model-4 Model-5 Model-6 Model-7

Dependent

Types -0.268 0.382** 0.036 0.56*** 0.015 0.174** -0.103

R2 0.115 0.07 0.04 0.05 0.08 0.05 0.003

Deviance 804.63 801.34 795.78 810.2 807.02 813.17 826.91

brand and sportsmanship (γ02=0.108, p<0.05), and sportsmanship and endorsement of brand (γ03=0.149, p<0.05) have positive effects on the brand equity. The other factor, helping behaviors of brand, positively affects brand equity although the factor don’t affect significantly. Consequently, two factors of organization-level brand CB positively affect the brand equity, representing that brand CB contributes to the brand equity.

5.8.6 Intercepts-as-outcomes Model (Effects of BCB on Brand Equity)

Multilevel Model-7

Level-1

Brand equity_ij=β_0j+ ε_ij Level-2

β_0j= γ₀₀+γ₀₁(BCB_j) +γ₀₂(type_j) +u_0j

Note: BCBjrefers to aggregated factors of BCB which include helping behaviors of brand, consideration and enhancement of brand, and sportsmanship and endorsement of brand; i =individuals, j =organizations

type: 1=food-drink organizations, 0=retailer organizations

In conclusion, analytical results in multilevel relationships are discussed as follows. As for individual level analyses, brand psychological ownership positively affects brand citizenship behavior. In the multilevel analyses, results demonstrate that

corporate branding has positive effects on brand psychological ownership and brand citizenship behavior. Organizational-level brand citizenship behavior positively affects the brand equity. It is also found that brand psychological ownership fully mediates the relationship between corporate branding and brand citizenship behavior.

Therefore, hypotheses 1-5 proposed by this research are all supported. Detailed analyses in the individual level show most factors of brand psychological ownership have positive effects on factors of brand citizenship behavior. As for multilevel results, detailed analyses show that many factors of corporate branding have positive effects on different dimensions of brand psychological ownership and brand citizenship behavior. Two factors of organization-level brand citizenship behavior have positive effects on the brand equity.