The Impact of Brand Psychological Ownership and Internal Brand Orientation on Employees’ Brand-Supportive Behavior in Malaysia

Adilah Othman, Mohd Saad Mohd Yusoff and Siti Noor Aishah Mohd Sidik
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Adilah Othman: Faculty of Business and Management, University Technology Mara, Dungun Terengganu, Malaysia
Mohd Saad Mohd Yusoff: Faculty of Business and Management, University Technology Mara, Dungun Terengganu, Malaysia
Siti Noor Aishah Mohd Sidik: Faculty of Business and Management, University Technology Mara, Dungun Terengganu, Malaysia

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 4, 857-868

Abstract: Brand psychological ownership is beneficial and essential to employees and companies. Through brand psychological ownership, employees can build good relationship with the company and they can engender positive attitude and behavior to deliver brand value to customers. Meanwhile, internal brand orientation refers to an organization’s approach to establishing, nurturing, and protecting a brand’s identity by continuously engaging with target customers, thereby strengthening the company’s competitive edge through its brands. Hence to better understand employees’ mental process, this study will examine the antecedent and consequence of internal brand orientation and brand psychological ownership on brand supportive behavior. The connection between the investigated variables was explained using the Social Exchange Theory and Social Identity Theory. To empirically test the research framework, data were collected through a questionnaire survey. Out of 384 questionnaires, 350 responses were received. The gathered data were examined with Partial Least Squares Structural Equation Modelling (PLS-SEM). The empirical results revealed that both internal brand orientation and brand psychological ownership significantly influenced brand-supportive behavior. This study emphasizes the significance of managers using good internal brand management strategies. It also emphasizes how important internal brand orientation and brand psychological ownership are for determining agents’ commitment to brand-supportive behavior.

Date: 2025
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