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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.

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.

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.

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.

Taking an evidence from social exchange theory, this research examines the mediating role of affective commitment in the correlation between internal branding, employee engagement and job satisfaction. The moderating role of work environment on the link between internal branding and affective commitment is also studied in this research.

The data were collected by using well-structured research measures from 215 employees working in the BPO sector of India (Punjab and Chandigarh). The hypotheses were developed, and the conceptual model was validated by applying structural equation modeling. The data were analyzed by using two statistical packages, namely SPSS and AMOS.

The findings suggest that internal branding has a significant positive relationship with employee engagement, job satisfaction and affective commitment. The mediating effect of affective commitment on the relationship between internal branding and employee engagement was full, whereas on the relationship between internal branding and job satisfaction, it was partial. Work environment also moderated the relationship of internal branding with affective commitment.

The current study offers significant lessons to management thinkers, human resource (HR), organizational branding and marketing manager. However, BPO sector should be aware about the critical role played by internal branding to enhance affective commitment, employee engagement and job satisfaction of the employees. The role of affective commitment is also taken into account to study the effect of internal branding on employee engagement and employee's job satisfaction. For itself, internal branding cannot be considered as in isolation and is doubtful to be efficacious if the work environment is not encouraging to an employee as well as to the brand values.

This study offers significant lessons to management thinkers, HR, organizational branding and marketing manager. However, BPO sector should be aware about the critical role played by internal branding to enhance employee engagement, job satisfaction and affective commitment of the employees. An important role of affective commitment is also taken into account to study the effect of internal branding on employee engagement and employee's job satisfaction. For itself, internal branding cannot be considered as in isolation and is doubtful to be efficacious if employees are not provided an encouraging work environment.

Existing researches on internal branding are theoretical in nature and overlook the empirical impact of internal branding on employee engagement, job satisfaction and affective commitment from the BPO employees' perspective. The study also offers an empirical examination of potential mediator and moderator for internal branding.

Value congruence (VC) (the similarity between personal and object‐relevant values (such as a product or service)) rarely appears in studies of services, despite its importance for affective commitment. Existing research also neglects moderator variables. The purpose of this paper is to explore the impact of VC on affective commitment to service brands and examine the moderating effects of selected psychological, situational, and demographic characteristics in two services contexts.

Four retail clothing brands and four major bank brands provide input for the empirical research. In total, 1,037 respondents completed an online questionnaire with items pertaining to VC, affective commitment, preference for consistency (PFC), switching costs (SC) and demographics.

The positive impact of VC on affective commitment is stronger when the levels of PFC and SC are higher. Demographic characteristics of consumers, including gender, age, and education, do not moderate the effect of VC on affective commitment.

Increasing VC for all consumers may not be sufficient to secure consumer affective commitment. Instead, service providers should focus on consumers with high levels of PFC or create situations with high SC.

The paper demonstrates how PFC, SC and demographics moderate the relationship between VC and affective commitment.

This article proposes two studies to demonstrate the impact of three dimensions of perceived experiential advertising – cognitive/affective/sensory advertising, relate advertising and behavioural advertising – on consumer behaviour (brand credibility, affective commitment and emotions) in the banking sector.

For study 1, a total of 506 online panellists of a recognized Canadian research firm were asked to evaluate a local bank advertisement using an online self-reported questionnaire. For study 2, a total of 65 Canadian respondents recruited through Facebook and Google adverts were asked to watch two video advertisements (one more experiential and the other less experiential). After viewing the advertisements on a computer equipped with FaceReader software by Noldus, participants completed a short online questionnaire.

Using structural equations modelling, the first study shows that brand credibility explains the positive impact of perceived cognitive/affective/sensory advertising (complementary mediation) and perceived behavioural advertising (indirect mediation only) on affective commitment. The second study illustrates that the cognitive/affective/sensory dimension is more important for experiential advertising than experiential advertising. Employing FaceReader facial expression recognition software results indicate that the bank advertisement with a higher score of perceived cognitive/affective/sensory advertising produces a higher level of happiness among respondents.

Both studies provide new insights into perceived experiential advertising and the impact of the latter on consumers. Benefits to scholars and practitioners include an enhanced understanding of advertising effectiveness in the banking sector.

The findings from the brand commitment literature suggest that the outcomes of commitment are not always favorable to the brand. This research aims to integrate the multi-component view of commitment with the relationship investment model to suggest a possible explanation to understand the mixed findings in the literature.

A random mall intercept method was used. A total of 1,000 surveys were distributed to participants to answer and mail back. The data were analyzed using structural equation modeling.

This research finds that consumers in affective and continuance commitment relationships differ significantly from each other both from an antecedent and an outcome perspective. Specifically, affective commitment consumers were more willing to make sacrifices, felt better about their brand relationship, held less favorable impressions about a competitor brand and were likely to continue patronizing the brand in the future. Continuance commitment consumers were unwilling to make sacrifices for the relationship, did not feel that their brand relationship was superior, were not keen on continuing the brand relationship in the future and were more favorable toward a competitor brand.

This paper contributes to the development of theory on brand commitment and provides a way to understand the mixed findings in the literature. Importantly, by examining the antecedents and outcomes, a more complete understanding of affective and continuance commitment is possible. The marketing manager benefits by understanding that not all brand commitments are the same. This research might help them to think more broadly about important brand-related outcomes in a service setting.

The development of online brand communities employed by marketers to maintain consumer relationships and brand building is increasing. This study aims to explore how value co-creation practices can cultivate consumers' brand loyalty.

Using partial least squares modeling, the hypotheses testing involves the utilization of and data collection from 599 Chinese consumers who actively engage in brand communities in China.

Value co-creation practices in brand communities cultivate consumers' affective commitment and psychological brand ownership, which in turn can further contribute to consumers' brand loyalty.

By offering a more comprehensive insight into how affective commitment and psychological brand ownership act as intermediaries between value co-creation practices and consumers' brand loyalty, this research enhances the existing knowledge on value co-creation and brand management.

This paper aims to study the effect of internal branding on brand supporting behaviour (in-role and extra-role) of bank employees in Egypt. It proposes a model which examines the relationship between internal branding and employees’ brand supporting behavior, mediated by employees’ role clarity, affective commitment and continuance commitment, to provide insights into the way in which employees can become brand champions.

A single cross-sectional descriptive research was employed. A questionnaire was used to collect data from 400 frontline bank employees. Confirmatory factor analysis was used to test the validity of the scales, and structural equation modelling was used to test the research hypotheses.

The results showed that internal branding did not have a direct significant impact on employees’ in-role and extra-role behaviour. However, that impact only took place through employees’ role clarity and their affective commitment.

The findings suggest that banks can differentiate their offers and build powerful corporate brands through their employees’ brand supporting behaviour. Therefore, bank managers need to consider internal branding within the context of a corporate marketing orientation. Moreover, enhancing employees’ role clarity and affective commitment will ensure sustainable brand supporting behaviour.

This research is the first quantitative study to examine the impact of role clarity and continuance commitment as possible mediators to the proposed relationship. It further adds up to the internal branding literature, which is mostly qualitative or conceptual and thus suffers from limited conclusive evidence in terms of internal branding benefits and practical implications.

The purpose of this paper is to investigate the role of product and customer dimensions in the contribution of brand experience to the formation of true brand loyalty. The dimensions included are brand credibility, affective commitment and involvement. Synthesising past studies, the researcher proposes brand credibility and affective commitment to mediate the relationship between brand experience and true brand loyalty. Furthermore, the researcher investigates the variation in hierarchical pattern, i.e. brand experience-brand credibility affective commitment-true brand loyalty, under different levels of involvement.

The variations in hierarchy were compared by design. The authors investigated the variations in hierarchy on the basis of products which belong to different level of involvement, on the basis of individual differences in involvement, and on the basis of the interaction of product involvement and subject involvement. Multi-group invariance tests in SEM were used to explore model variations.

The hierarchy-of-effect model was found to vary based on the level of product involvement, subject involvement and interaction involvement. Three patterns of hierarchy have been observed: the first pattern was observed in high-high groups (both product involvement and subject involvement were high), the second pattern was observed in low-low groups (both product and subject involvements were low) and the third pattern among high-low or low-high groups.

The variation observed highlights the need to segment the market by interaction involvement. This would be useful for managers engaged in building sustainable consumer-brand relationships.

This study considered the interaction of product approach and subject approach in defining involvement which is rarely attempted in research. The study also integrates the variations in the role of customer dimensions, namely involvement, brand credibility and affective commitment with the relationship between the central constructs brand experience and true brand loyalty. The variations observed are among a socio-economically homogeneous sample of respondents.

The purpose of this study is to understand the role of customer engagement (CE) in transforming a committed customer into a loyal customer in an online service context. The study explores the varied effect of the dimensions of commitment on the dimensions of beyond purchase CE and their effect on loyalty.

The study uses a survey for data collection and assesses the measurement model with confirmatory factor analysis and uses partial least square-structural equation modeling for the structural model.

The study reveals that the constructs commitment, CE and loyalty are interrelated. It empirically supports that the affective and continuance commitment has a significant positive association with CE, and two out of the three dimensions of CE have a significant positive association with loyalty.

This study advances the understanding of the relationship between commitment, CE and loyalty and supports the conceptualization of CE as a behavioral construct. The study uses cross-sectional data, which miss the effect of the time lag of the constructs and use of the context of travel booking websites limits its generalization.

This study helps marketers to understand CE, what motivates CE, its impact on the firm and how to align CE strategies with the firm’s goal.

This study proposes a conceptual model for how CE transforms commitment into loyalty. It improves the understanding of CE’s conceptualization, its drivers and its impact on brand loyalty.

The purpose of this study is to add insights into the business-to-business (B2B) branding literature by investigating the mechanism by which brand orientation affects relational performance in the B2B context.

A theory-based model is developed and tested using data collected from 201 Chinese B2B companies. Partial least squares analysis is used to test the hypotheses.

The results suggest that relationship commitment serves as an important means that translates a firm’s brand orientation into superior relational performance. Moreover, this positive effect is more prominent when the supplier is co-branding with its buyer. In addition, state-owned buyers are more inclined to develop affective commitment than calculative commitment when their suppliers are brand-oriented.

This study examines the research questions from only the buyer side. In addition, the causal interface of the results might be limited due to the cross-sectional nature of the data.

While brand orientation generally leads to enhanced relational performance, it depends on the buyer’s involvement in co-branding and its ownership structure.

This study is among the first to uncover the underlying mechanism by which brand orientation adds value to B2B relationships. The findings provide compelling insights for managers who are interested in promoting a brand orientation to improve relational performance within their organizations.