Effects of internal brand knowledge dissemination on the employee
International Journal of Bank Marketing
ISSN: 0265-2323
Article publication date: 25 June 2021
Issue publication date: 28 October 2021
Abstract
Purpose
This 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/approach
An empirical study was carried out in a major Spanish bank. Data gathered from a survey of 315 employees were analyzed through structural equation modeling.
Findings
The 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/value
These 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.
Keywords
Acknowledgements
This study is supported by the Government of Spain and the European Regional Development Fund (project ECO2017-82103-P) and by the Government of Aragón (GENERES Group S-54_20R) co-financed by FEDER 2014-2020 ‘Building Europe from Aragón’
Citation
Bravo, R., Pina, J.M. and Tirado, B. (2021), "Effects of internal brand knowledge dissemination on the employee", International Journal of Bank Marketing, Vol. 39 No. 7, pp. 1273-1291. https://doi.org/10.1108/IJBM-12-2020-0608
Publisher
:Emerald Publishing Limited
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