ORCID
Sang Bong Lee, https://orcid.org/0000-0002-5532-6089; Steven Liu, https://orcid.org/0000-0003-4633-1430; Carl P. Maertz, https://orcid.org/0000-0002-3187-4814
Abstract
A gap remains in the literature regarding the relative and incremental contributions of constructs derived from distinct theoretical perspectives in predicting brand citizenship behavior (BCB) and employee negative word of mouth (NWOM). Using two surveys of 304 Korean employees conducted one week apart, this study compared perceived organizational support (POS), horizontal and vertical collectivism, and impression-management motives. Structural equation modeling linked POS negatively to NWOM and horizontal collectivism positively to BCB; other focal paths were nonsignificant. POS had a significantly more negative NWOM path than other predictors, whereas BCB paths did not differ significantly. Supplementary composite-score regressions showed significant incremental contributions from POS and cultural values blocks for BCB, while only POS contributed significant incremental variance for NWOM. These findings supported the relative importance of POS for NWOM but did not identify a dominant predictor of BCB.
