Research on the Influence of Brand IP Communication on Brand Citizenship Behavior of Urban Rail Transit Employees

Abstract

In the post-pandemic (COVID-19) era, under the dual background of urban image communication and brand IP development, the influence of IP communication on brand citizenship behavior of urban rail transit employees and its mechanism have become an important issue with theoretical and practical significance. Based on the internal brand management theory, this study conducted an online questionnaire survey of urban rail transit employees in C city, which shows that brand IP communication has a positive correlation with the brand citizenship behavior of urban rail transit employees, and job satisfaction and organizational commitment have an intermediary effect in the process of brand IP communication’s influence on the brand citizenship behavior of its employees. Brand IP attitude has a positive moderating effect on brand IP communication affecting job satisfaction and brand citizenship behavior. Brand IP communication is conducive to strengthening the brand citizenship behavior of urban rail transit employees and improving their work quality and service level. It can also further promote the IP construction of urban rail transit, and provide a new paradigm of urban rail transit IP communication for urban image communication.