Impact of Internal Branding (IB), Brand Commitment (BC) and Brand Supporting Behavior (BSB) on Organizational Attractiveness (OA) and Firm Performance(FP)

Kashive, Neerja; Khanna, Vandana Tandon

doi:10.5296/ijhrs.v7i2.11113

Cited by 2 publications

(1 citation statement)

References 41 publications

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“…In addition to influencing the adoption of brand citizenship behaviors, internal marketing efforts can decisively influence employees' perceptions of the company as a good place to work (Du Preez et al , 2017). When employees externally promote their organizations, it is assumed that they hold favorable brand perceptions and identify with, and are committed to, the brand (Kashive and Khanna, 2017). If the organizational image is positive, employees are more likely to recommend the company to third parties than if its image is less favorable (Van Hoye and Lievens, 2009).…”

Section: Literature Reviewmentioning

confidence: 99%

Effects of internal brand knowledge dissemination on the employee

Bravo

Pérez

Tirado³

2021

IJBM

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PurposeThis study aims to examine the internal brand knowledge dissemination process in the banking sector and its effects on employees. Specifically, it focuses on the key roles of employee identification with both the organization and with the customer as antecedents of behaviors supportive of the brand, i.e. employee citizenship behaviors and recommendation behaviors.Design/methodology/approachAn empirical study was carried out in a major Spanish bank. Data gathered from a survey of 315 employees were analyzed through structural equation modeling.FindingsThe results showed that employees' perceptions of brand value congruence are key in explaining their identification with both the organization and with the customer. However, the employees' perceptions of the brand's authenticity explained only their recommendations of the bank as a good place to work.Originality/valueThese findings contribute to the advance in the current knowledge of the role of variables such as brand authenticity and employee–customer identification in internal brand management. From a managerial viewpoint, the results provide insights into the importance of employees' perceptions and attitudes when it comes to brand knowledge dissemination.

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Section: Literature Reviewmentioning

confidence: 99%