The Impact Of Brand Internal Marketing On Brand Psychological Ownership And Brand Citizenship Behavior

With the fast development of Chinese economy and the significant improvement of people’s living levels, the domestic civil aviation industry is to get into a new round of developing peiod. As a high contact industry to provide spatial displacement service, Airlines constantly enrich the content of services and improve service quality in order to win customers in the fierce competition in the market. However, owing to such characteristics of service as invisibility, quality differentiation, infeasibility to be stored etc, if airlines wish to maintain a long-term competitive advantage, we need to strengthen the construction of the brand in the service process. Among them, front-line staff is the key services in brand construction. The behavior of employees not only affects the quality of service, at the same time the image of employee attitudes and behavior of the service brand also plays an important role.Based on the above consideration, this study focuses on the study of the management of service brand, and combining the theory on the basis of former research results, for the brand of internal marketing, brand psychological ownership and brand citizenship behavior of the systematic and in-depth exposition and analysis, lay a solid theoretical basis for the relevant variable dimension is proposed and the variable measure. After reviewing the relevant literature, this study proposes a comprehensive concept model, fully explains the logical relationship of the brand marketing, brand psychological ownership and brand citizenship behavior variables, based on the model proposes research hypothesis.In this paper, the author also take six domestic Airlines staffs from service departments as research objects, collecting data through the questionnaire survey method, using the descriptive statistical analysis, exploratory factor analysis, data reliability analysis, confirmatory factor analysis, second-order factor analysis and variance analysis and regression analysis Study of relationship type, further analysis of brand internal marketing brand psychological ownership and brand citizenship behavior. Finally we come to some major conclusions as follows:1. There is a significantly positive correlation among brand internal marketing and brand psychological ownership and brand citizenship behavior. Most of the dimensions belongs to the three are significantly positive correlated too.2. Brand psychological ownership is a partly mediator role in the process of brand interal marketing influences brand citizenship ownership and its most dimensions.3. Some demographic variables can make an effect on brand internal marketing,brand psychological ownership, and brand citizenship and their dimensions.