The Impact of Internal Branding on Employees’ Brand Supporting Behaviour in Banking

Taku, Basetsana; Saini, Yvonne; Abratt, Russell

doi:10.1080/15332969.2021.1987610

Cited by 7 publications

(8 citation statements)

References 49 publications

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“…Employee branding is the most defining construct in the service industry, shaping employees’ brand perceptions, attitudes and behaviours (Taku et al , 2022). The focus of the present study is to get a deeper understanding of the employee branding process from employees’ perspectives.…”

Section: Discussion and Theoretical Contributionsmentioning

confidence: 99%

Employee branding dimensions and brand citizenship behaviour: exploring the role of mediators in the hospitality context

Dhiman

Arora

2022

JPBM

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Purpose Relying on social identity and social exchange perspectives, the present study aims to investigate the role of employee branding dimensions in stimulating employees’ brand citizenship behaviour (BCB) directly and indirectly through job satisfaction and affective brand commitment. Design/methodology/approach A field-survey method was used to target customer-contact employees of luxury chain hotels. Regression-based approach and bootstrap method (via PROCESS MACRO, Model 6) were applied to test the direct and indirect effects. Findings The results show that perceived external brand prestige has a strong direct effect on BCB. Through mediation analysis, this study observes that job satisfaction and affective brand commitment have significant mediation effects (i.e. individual, parallel and sequential) between employee branding dimensions and BCB. Analysing the results precisely, job satisfaction and affective brand commitment have the lowest sequential mediation effect and the greatest parallel mediation effect concerning the said relationships. Originality/value This study is novel in applying a three-path mediation model in the Indian hospitality context, considering a multi-dimensional perspective of employee branding to capture its diverse impact on BCB directly and indirectly through job satisfaction and affective brand commitment. Moreover, this study advances employee branding research by considering the under-investigated mediating (individual, parallel and sequential) role of job satisfaction and affective brand commitment.

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Section: Discussion and Theoretical Contributionsmentioning

confidence: 99%

Employee branding dimensions and brand citizenship behaviour: exploring the role of mediators in the hospitality context

Dhiman

Arora

2022

JPBM

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“…The organizational identity of teachers is an internal psychological state that is influenced by the organizational environment and behavior [55]. On the other side, brand support behavior is the external manifestation of an internal psychological state [56]. The two are consistent.…”

Section: Theoretical Implicationsmentioning

confidence: 94%

How Teachers Contribute to the Sustainability of the University Brand: Evidence from China

Jiang,

Xiao

2024

Sustainability

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A brand strategy is a powerful guarantee for a university to enhance its reputation and sustainable development. An internal brand is the foundation of a university brand. Based on three variables—internal market orientation, teachers’ organizational identity, and teachers’ brand support behavior, a research model is constructed on a university’s internal brand formation mechanisms. To summarize how teachers support the university’s internal brand building, we analyzed the relationship between the three variables. This study used a three-stage sampling survey method to distribute 500 questionnaires and recovered 419 valid samples. The data from the valid questionnaires were statistically analyzed using two software programs—SPSS 24.0 and Mplus 7.2. This survey and analysis found that the three internal market orientation dimensions (internal information collection, internal communication, and feedback) are significantly positively correlated with teachers’ organizational identity and brand support behavior. Teachers’ organizational identity is not only significantly positively correlated with brand support behavior, but also mediates the relationship between the three dimensions of internal market orientation and brand support behavior. Universities should pay attention to the key roles of teachers in brand building and regard internal market orientation as an important tool for internal brand building.

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“…Because hospitality firms strive to create differentiated customer experiences through comprehensive training (Hurrell & Scholarios, 2014;Garavan et al, 2022), internal branding research has focused historically on the hospitality industry (Punjaisri & Wilson, 2011;Terglav et al, 2016;Zhang & Xu, 2021;Qureshi et al, 2022). However, the fundamental constructs have been studied in other service industries, including airlines (Vatankhah & Darvishi, 2018;Murillo, 2022), financial services (Garas et al, 2018;Taku et al, 2022), universities (Clark et al, 2020;Murillo & Atristain-Suárez, 2023), healthcare (Huang & Lai, 2018), ride-sharing platforms (Murillo & Terán-Bustamente, 2020); retail (Murillo, 2020;Porricelli et al, 2014), and public sector organizations (Leijerholt et al, 2022).…”

Section: Internal Brandingmentioning

confidence: 99%

Internal Branding Processes in a Fashion Organization: Turning Employees into Brand Ambassadors

Murillo,

Sádaba,

Mir-Bernal

et al. 2024

myn

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This research aims to empirically examine the internal branding processes implemented by a global sports fashion firm to turn all employees into competent brand ambassadors. Brand-oriented training was hypothesized as an antecedent of salesperson brand identification and brand commitment, which drive brand-aligned behavior, the critical trait of employee brand ambassadors. These hypotheses were tested by surveying 141 corporate and retail employees of a global sportswear fashion brand's regional operations in Mexico. The principal conclusion is that brand-oriented training proves a significant driver of salesperson brand identification. Furthermore, brand identification drives brand commitment and brand-aligned behavior among all company employees, not just salespersons

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The Impact of Internal Branding on Employees’ Brand Supporting Behaviour in Banking

Cited by 7 publications

References 49 publications

Employee branding dimensions and brand citizenship behaviour: exploring the role of mediators in the hospitality context

Employee branding dimensions and brand citizenship behaviour: exploring the role of mediators in the hospitality context

How Teachers Contribute to the Sustainability of the University Brand: Evidence from China

Internal Branding Processes in a Fashion Organization: Turning Employees into Brand Ambassadors

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