Too much of a good thing? Examining how proactive personality affects employee brand performance under formal and informal organizational support

- Drew upon organizational support literature and examined the role of informal organizational support as represented by co-worker support in promoting employee brand performance.
- Identified the interacting effect between informal co-worker support and formal organizational support in contributing to employees' brand performance.
- Suggested proactive personality, although commonly considered as a positive employee trait, can be counter-productive if employees' brand knowledge is different from what the organization intends.