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According to Vigneron and Johnson (2004); Kapferer and Bastien, (2009); Atwal and Williams, (2009), intentional limited edition, stock and distribution and remarkably pricy products or service are the traits of the luxury industry. Yet the accelerating evolution of this industry over years evokes our curiosity to identify the factors behind this achievement. The research of Cailleux et al. (2009) and Kapferer and Bastien, (2009) indicated that the efficient man power of this industry and the motivated consumers played pivotal role in creating the luxury industry successful. In this study, an investigation on how the personnel of luxury industry influence the positive thoughts and impressions of the consumers about the brand which ultimately helps in overall business achievement will be conducted. For this purpose, participant observation qualitative research methodology is employed in this study and en effort to identify the extent to which the workforce experience a feel of oneness and association with the brand is taken. Here the model of BCB (Brand Citizenship Behaviour) that concentrates on the seven components of workforces’ brand commitment (Burmann and Zeplin, 2005) is applied. Following this model an evaluation of the range of completed assigned job and voluntary job and level of brand commitment of the personnel’s of luxury brand is done. The higher degree voluntary jobs stand for a higher degree of commitment towards brand which ultimately exhibits a better behaviour of the representatives of the brand and as well as of the brand itself. By observing over fifty instances of the dealings of consumers and personnel of the brand, the researcher reliably finds the characteristics of all these seven constructs of BCB. They are: the Helping behaviour shown by the positive and congenial approach to clients, the Brand Consideration behaviour exhibited by the personnel’s obedience toward policy of the brand, the Brand Enthusiasm behaviour revealed by the personnel’s’ additional effort to brand related work, the Brand Endorsement behaviour shown by personnel’s reference of the brand to probable clients even outside business environment, the Self-Development behaviour is exhibited by the personnel self-driven eagerness to master proficiency for brand’s betterment, the Brand Advancement behaviour shown by personnel’s support in providing inventive ideas for brand’s success and the Sportsmanship behaviour exhibited by personnel’s very positive attitude of self-control even in a negative situation.
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