Purpose -This paper highlights the importance of employees and the internal branding process in building and sustaining powerful brands. Specifically, we explore the impact of internal brand communication on employee brand commitment. By including employee brand knowledge and employee-brand fit as mediators, organizations develop a more comprehensive understanding of how to enhance the affective brand commitment of their employees.Design/Methodology/Approach -A total of 226 employees of an international hotel chain participated in the study. Employee data were collected with a questionnaire and analyzed by applying structural equation modeling.Findings and implications -The results imply that what matters is not only the direct influence on employee commitment. Rather, by continuously enriching employ-
SažetakSvrha -Rad naglašava važnost zaposlenika i procesa internoga upravljanja markom u izgradnji i održavanju jakih marki. Konkretnije, istražuje se utjecaj interne komunikacije na predanost zaposlenika marki. Uključivanjem zaposlenikova znanja o marki i podudaranja zaposlenika s markom kao medijatorom, organizacije razvijaju sveobuhvatno razumijevanje kako poboljšati zaposlenikovu afektivnu predanost.Metodološki pristup -U istraživanju je sudjelovalo 226 zaposlenika međunarodnog hotelskog lanca. Podaci su od ispitanika prikupljeni pomoću anketnoga upitnika i analizirani korištenjem modeliranja strukturnih jednadžbi.Rezultati i implikacije -Rezultati impliciraju da nije važan samo izravan utjecaj na predanost zaposlenika. Umjesto toga, kontinuiranim obogaćivanjem spoznaja zaposlenika i povećanjem podudaranja vrijednosti zaposlenika
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