A multilevel study of brand-specific transformational leadership: employee and customer effects

Chiang, Hsu‐Hsin; Han, Tzu‐Shian; McConville, David

doi:10.1057/s41262-019-00182-6

Cited by 17 publications

(7 citation statements)

References 55 publications

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“…An iconic colour (brand's iconic colour) can help consumers recognize the most important brand attributes, which is useful for strengthening brand associations and achieving a distinct brand identity. A strong brand must have a clear and rich brand identity (Chiang et al 2020). This is because brand associations are formed by an instant, unique and differentiated brand identity, especially when consumers are exposed to the brand's iconic colours that will help to stimulate individuality.…”

Section: The Influence Of Brand's Iconic Colour On Brand Identitymentioning

confidence: 99%

“…This investigation offers insights for brands to align with consumer expectations and market dynamics, emphasizing the strategic importance of a brand's iconic colour in the competitive landscape. Literature reviews have underscored the significance of colour in brand identity, highlighting its role in conveying brand values and differentiating brands in the marketplace (Urde 2013;Chiang et al 2020). Despite the acknowledged importance of colour, research on the specific effects of a brand's iconic colour within the furniture industry remains sparse (Conejo and Wooliscroft 2015;Veloutsou 2023).…”

Section: Introductionmentioning

confidence: 99%

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Colour and furniture brand identity: Exploring the strategic value of brand’s iconic colour

Tang,

Chen

2024

BioRes

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This research explores the intersection of colour marketing and brand identity, focusing on the role of iconic colour in furniture branding. A comprehensive framework for crafting a furniture brand’s iconic colour was developed, and structural equation modeling was used to analyze data from three offline experiments with a total sample size of 111 subjects. The findings highlight the crucial influence of iconic colour on brand identity, revealing that both the referential meaning of hue and gender significantly impact brand perception. Contrary to conventional beliefs, variations in saturation and value are not solely detrimental; they can also enrich brand identity. The iconic colour serves as a cornerstone for ensuring consistency across internal and external brand dimensions, solidifying the brand’s core identifiers, and resonating with consumers’ minds. This research underscores the pivotal role of iconic colour in forging a coherent and distinct brand identity, offering valuable insights for marketers and brand strategists in the furniture industry and beyond.

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Section: The Influence Of Brand's Iconic Colour On Brand Identitymentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Colour and furniture brand identity: Exploring the strategic value of brand’s iconic colour

Tang,

Chen

2024

BioRes

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“…brand commitment and brand citizenship behaviour) and consumer (i.e. customer citizenship behaviour and customer-based brand equity) behaviour (Chiang et al, 2020).…”

Section: Coordination Of Brand Development Activitiesmentioning

confidence: 99%

Brand management and cocreation lessons from tourism and hospitality: introduction to the special issue

Buhalis

Park

2021

JPBM

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“…Literature on both change and TFL suggest leader as a change champion whose interventions motivate people to change (Eisenbach et al , 1999). Hence, leaders in the service industry should engage in TFL for attaining brand commitment (Mesu et al , 2015) because brand-specific TFL has effects on the brand-related attitudes and behaviors of both employees and customers (Chiang et al , 2020).…”

Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

Internal branding, employees' brand commitment and moderation role of transformational leadership: an empirical study in Indian telecommunication context

Raj

2021

APJBA

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PurposeThe purpose of this paper is to examine the relationship between internal branding (IB) and employees' brand commitment and analyze how transformational leadership (TFL) moderates this relationship.Design/methodology/approachData were collected through structured questionnaires from 394 employees in Indian telecommunication sector. The hypotheses and conceptual model were tested by structural equation modeling (SEM), using Statistical Package for Social Sciences (SPSS) and Analysis of Moment Structures (AMOS).FindingsThe results suggest that employees' brand commitment is higher when organizations implement IB supported by transformational leaders. Results also indicate that impact of IB on affective commitment (AC) and normative commitment (NC) is greater than its impact on continuance commitment (CC).Research limitations/implicationsConsistent with the brand commitment dimensions, the findings present an empirically tested comprehensive and integrative model of IB moderated by TFL. This study provides scholars a deeper understanding of relationship among IB, employee's commitment and TFL. Though multicollinearity is addressed, presence of cross-sectional data is a limitation in the study.Practical implicationsThe study would help practicing managers to gain a new perspective to manage their internal brand mechanisms through TFL style by stimulating change among employees and create emotionally committed brand advocates.Originality/valueThis paper suggests an empirically validated framework of IB tested for moderation effect by TFL. It adds value to literature by reinforcing the effect of IB employees' AC and NC, especially among customer contact employees who represent brand during customer service delivery in telecommunication sector.

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A multilevel study of brand-specific transformational leadership: employee and customer effects

Cited by 17 publications

References 55 publications

Colour and furniture brand identity: Exploring the strategic value of brand’s iconic colour

Colour and furniture brand identity: Exploring the strategic value of brand’s iconic colour

Brand management and cocreation lessons from tourism and hospitality: introduction to the special issue

Internal branding, employees' brand commitment and moderation role of transformational leadership: an empirical study in Indian telecommunication context

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