THE STUDY OF IMPORTANT FACTORS IN BRAND CITIZENSHIP BEHAVIOR IN SALES AND MARKETING DEPARTMENT OF CERAMIC TILE INDUSTRY IN IRAN

In the area of ​​organizational behavior, leadership as one of the most prominent factors influencing the behavior of the organization's members toward brand performance. The present study aims to investigate the role of transformational leadership style in promoting brand citizenship behavior with the mediating role of employee-based trust to brand. The current study method is descriptive and correlation research project is a type of structural equation modeling. The statistical population consists of all sales and marketing staff of tile and ceramic companies linked with Iran Tile and Ceramic Association. Using random stratified sampling method, 210 individuals had selected as the statistical sample for the study. To collect data, three self-made questionnaires had used to evaluate leadership, brand trust and brand citizenship behavior. The collected data were analyzed using SPSS and AMOS software. The results of structural equation showed that direct effect of trust on brand citizenship behavior of employees is 0.574. The direct effect of leadership style on employee trust is 0.601, positive and significant, and the effect of trust mediator on relationship between leadership style and behavior Brand citizenship 0.84 is positive and significant.