Internal brand management in the public sector: the effects of internal communication, organizational practices, and PSM on employees’ brand perceptions

Leijerholt, Ulrika; Biedenbach, Galina; Hultén, Peter

doi:10.1080/14719037.2020.1834607

Cited by 18 publications

(11 citation statements)

References 100 publications

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“…Employee's brand commitment is often conceptualized by AC (Piehler et al, 2016;Kimpakorn and Tocquer, 2010) and the likelihood of NC and CC to lead to pro-brand behaviors is low, because they show external orientations, while AC exhibits internal orientation. Positive organizational practices and communication influence employee's affective responses to the organizational brand (Leijerholt et al, 2020). Effect of IB on brand supporting behavior is mediated by AC and CC as explored by Garas et al (2018).…”

Section: Ib and Employees' Brand Commitmentmentioning

confidence: 96%

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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Section: Ib and Employees' Brand Commitmentmentioning

confidence: 96%

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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“…Affect congruency increased in the story world, led to more positive evaluations, and increased the likelihood of choosing a product that the story was advertising [89]. Therefore, communication can be made more effective when it is value-congruent [90], color-text congruent [91], gender-congruent [92], and music-congruent in advertising [93].…”

Section: Managerial Implicationsmentioning

confidence: 99%

The Effectiveness of Product Sustainability Claims to Mitigate Negative Electronic Word of Mouth (N-eWOM)

et al. 2022

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The purpose of this study is to investigate the role of negative electronic word-of-mouth (N-eWOM) messages on attitudes, subjective norms, perceived behavior control (PBC), and the intention to purchase sustainable dairy products. This study also investigates the moderating role of product sustainability claims to reduce the effect of N-eWOM on customers. It comprises two experiments on college students (n = 120; 90) who have at least two accounts on different social media platforms. We use both qualitative and quantitative techniques. The model was developed and tested on data collected from questionnaires. The results of Study 1 suggest that N-eWOM reduces purchase intentions, attitudes, subjective norms, and PBC. High N-eWOM reduces purchase intention more than the low N-eWOM. Study 2 found that with high N-eWOM, product sustainability claims (congruent or incongruent) moderate the effect of N-eWOM on attitudes, subjective norms, PBC, and purchase intention. Purchase intention is higher when a product sustainability claim is congruent. These novel findings contribute to our understanding of ways to mitigate the impact of N-eWOM by taking preventive actions, such as making product sustainability claims.

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“…Further, studies also highlighted the importance of employee branding as a cross-functional activity integrating marketing, HRs departments and QM (Backhaus, 2016;Foster et al, 2010;Punjaisri et al, 2009a). The marketing department is good at handling external branding activities, whereas the HR department is considered good at handling internal (employees) activities (Leijerholt et al, 2020;Ross, 2017). Moreover, integrating TQM functions with employee process will not only help in passing brand morales to employees but also involves brand-oriented employment, training activities and motivation and leadership, leading to solid employee brand commitment and on-brand behaviour (Backhaus, 2016;Foster et al, 2010;Jarzabkowski et al, 2015;Leijerholt et al, 2020;Nienaber and Svensson, 2017;Tarnovskaya and de Chernatony, 2011).…”

Section: Employee Branding Tqhrm and Employabilitymentioning

confidence: 99%

“…Cardy and Dobbins (1996) proposed that generic strategies be supplemented with TQM implementation to provide sustenance and achieve high efficiency. Similarly, outcomes of TQM were associated with both employees, that is, customer focus, safety, retention, absenteeism, productivity and loyalty (BW Online Bureau, 2021; Mazumdar, 2021;Mitchel, 2020) and organizational success in terms of profitability, financial performance, customer loyalty and satisfaction, corporate brand image and reputation (Ebrahimi et al, 2014;Huang and Gamble, 2015;Hwang et al, 2020;Leijerholt et al, 2020).…”

Section: Employee Branding Tqhrm and Employabilitymentioning

confidence: 99%

Examining the structural relationship between employee branding, TQHRM and sustainable employability outcome in Indian organized retail

Itam

Swetha

2021

TQM

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PurposeThe purpose of the study is to examine the structural relationships of employee branding (EB), total quality human resource management (TQHRM) and sustainable employability outcome variables (employee performance, satisfaction and loyalty) by identifying the suitable measurement scale which captures the service employee perceptions in selected Indian organized lifestyle retail stores.Design/methodology/approachThe four hypotheses given in this study were evaluated using data gathered from employees in chosen retail shops operated in India. In addition, the structural equation modelling has been used to study the link between the variables suggested by evaluating the measurement and the structural models.FindingsThe study revealed that robust measurement techniques were used to measure EB, TQHRM and sustainable employability outcome variables. The initial findings of the investigation showed that three of the hypotheses suggested were supported. Furthermore, the study concluded that TQHRM partially mediates the EB effect on sustainable employability outcomes.Research limitations/implicationsConsultants, practitioners and management can leverage the results of this research for sustainable employability through the integration of TQHRM and employee branding strategies.Originality/valueThe study explored the dynamics of employee quality management practices (EB and HRM) on service employee attitudes and behaviours through a mediating variable (TQHRM) practices. This is a unique contribution to the organized retailers in increasing the level of implementation of TQHRM practices, which can balance the attrition rates.

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Internal brand management in the public sector: the effects of internal communication, organizational practices, and PSM on employees’ brand perceptions

Cited by 18 publications

References 100 publications

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

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

The Effectiveness of Product Sustainability Claims to Mitigate Negative Electronic Word of Mouth (N-eWOM)

Examining the structural relationship between employee branding, TQHRM and sustainable employability outcome in Indian organized retail

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