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Article
Publication date: 4 August 2022

Praveen Dhiman and Sangeeta Arora

Relying on social identity and social exchange perspectives, the present study aims to investigate the role of employee branding dimensions in stimulating employees’ brand

Abstract

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.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1061-0421

Keywords

Book part
Publication date: 21 May 2021

Ahmad Aljarah and Pelin Bayram

Purpose: The purpose of this study is to explore the role of internal branding (IB) in fostering branding citizenship behavior in the hospitality context as well as the…

Abstract

Purpose: The purpose of this study is to explore the role of internal branding (IB) in fostering branding citizenship behavior in the hospitality context as well as the mechanisms underlying the relationship.

Design/methodology/approach: This study obtained empirical evidence from 377 hotel employees in North Cyprus.

Findings: Our findings support the positive relationship between IB and brand citizenship behavior (BCB). The evidence was found for a dual and sequential mediating role of brand trust and brand commitment. Moreover, the organizational climate serviced as a moderator to influence the positive relationships between IB and BCB.

Practical implication: This study has shown that employees are rewarding firms involved in IB initiatives in the form of BCB – directly and indirectly –through trust and commitment. This finding can advance managers’ understanding, enabling them to better manage their IB initiatives to achieve the most effective outcomes.

Originality/value: The research advances convergence between IB and BCB research streams, which has been under-explored in the tourism context. Besides, it extends the IB and brand citizenship literature through a novel dual and sequential mediation mechanism and organizational climate as a novel moderator.

Details

New Challenges for Future Sustainability and Wellbeing
Type: Book
ISBN: 978-1-80043-969-6

Keywords

Article
Publication date: 23 September 2021

Asha Binu Raj

The purpose of this paper is to examine the relationship between internal branding (IB) and employees' brand commitment and analyze how transformational leadership (TFL…

Abstract

Purpose

The 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/approach

Data 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).

Findings

The 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/implications

Consistent 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 implications

The 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/value

This 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.

Details

Asia-Pacific Journal of Business Administration, vol. 14 no. 3
Type: Research Article
ISSN: 1757-4323

Keywords

Article
Publication date: 12 September 2016

Rico Piehler, Ceridwyn King, Christoph Burmann and Lina Xiong

This study aims to develop comprehensive definitions, conceptualizations and measures of four internal brand management (IBM) outcomes, namely, brand understanding, brand

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Abstract

Purpose

This study aims to develop comprehensive definitions, conceptualizations and measures of four internal brand management (IBM) outcomes, namely, brand understanding, brand identification, brand commitment and brand citizenship behaviour (BCB). In doing so, it also aims to propose a model, which considers the relationships across these outcomes.

Design/methodology/approach

Data were collected via an online survey of 375 employees who work in service organizations, sourced from an Australian, Web-based market research list.

Findings

In addition to the indirect effect of brand understanding on BCB via affective IBM outcomes (i.e. brand identification and brand commitment), the study exposes a direct effect of brand understanding on BCB. Therefore, the study shows that BCB is affected by cognitive and affective antecedents.

Research limitations/implications

Because this study focuses on IBM outcomes, future studies could propose and test relevant antecedents and moderators. As the empirical basis of this study comes primarily from the tourism and hospitality industry in one domestic market, the study should be replicated in other industries and countries to ensure the generalizability of the identified relationships.

Practical implications

This study not only delivers IBM outcome measures but also empirically validates that employees’ understanding of the brand is a foundation for affective and behavioural IBM outcomes. Therefore, managers, especially in service organizations, should provide sufficient IBM practices to enable such brand understanding.

Originality/value

This study contributes to IBM literature by developing comprehensive definitions, conceptualizations and measures of four important IBM outcomes. This study is the first to include brand understanding, brand identification, brand commitment and BCB simultaneously.

Details

European Journal of Marketing, vol. 50 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 31 January 2020

Albert A. Barreda, Khaldoon Nusair, Youcheng Wang, Fevzi Okumus and Anil Bilgihan

The study aims to develop a theoretical model that portrays the antecedents of emotional attachment in the travel context by combining branding, marketing and information…

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Abstract

Purpose

The study aims to develop a theoretical model that portrays the antecedents of emotional attachment in the travel context by combining branding, marketing and information systems theories.

Design/methodology/approach

The authors gather empirical data through a Web-based questionnaire from 236 respondents. The proposed theory-driven model is examined empirically by using confirmatory factor analysis and structural equation modeling.

Findings

The findings suggest that social media rewards and benefits impact users’ brand commitment. Social media interactivity and rewards help building a stronger brand image. Brand commitment and brand image, in turn, affect emotional attachment positively.

Research limitations/implications

Other unexamined constructs may add to the explanation of building brands using social media platforms. As this is an exploratory study in relation to enhancing emotional attachment in an online travel setting, other constructs such as brand page commitment, annoyance, social benefits and telepresence may be considered in future studies.

Practical implications

Practitioners might encounter ways to influence favorable perceptions and brand commitment when consumers use social media sites. The model addresses questions regarding the significant role of social media activities on influencing brand image and brand commitment that in turn influence the development of a strong emotional attachment.

Social implications

This study examined the effects of social media activities including interactivity, psychological benefits and rewards on brand image and brand commitment, and the effects of brand image and brand commitment on emotional attachment in the travel context. The results offer further verification for the theory-based model presented in the study. Evidently, statistically significant and meaningful associations exist among the factors.

Originality/value

The key contribution of this study is that it presents and validates a theory-driven model that reveals the antecedents of sustainable emotional attachment. The proposed framework stresses the positive relationships among constructs and offers research basis for expansion in other settings.

论社交媒体活动对品牌形象和情感依恋的影响:旅游情境中的案例分析

研究目的

本论文结合品牌、营销、以及信息系统等理论, 建立了一个理论模型以描述在旅游情境中影响情感依恋的各种要素。

研究方法

作者通过网络问卷的形式收集了236份数据, 并且通过验证性因素分析和结构方程模型的手段来实际测量以理论为基础建立的模型。

研究结果

本论文研究结果表明社交媒体的奖励和好处影响用户的品牌承诺。社交媒体的交互性以及奖励帮助建立更强的品牌形象。品牌承诺和品牌形象对情感依恋有着积极促进的作用。

研究理论限制

社交媒体平台的品牌建立模型还存在一些其他变量尚未开发测量。本论文只是开拓了网络旅游平台的情感依恋研究的方向, 其他变量比如品牌专页承诺、烦恼、社交好处、以及网真等, 应该在未来的研究中得以深入。

研究实际意义

执业者可能会遇到多种方法, 通过社交媒体网站的方式影响消费者的主观感知和品牌承诺。本论文提出的模型可以帮助执业者解决关于社交媒体活动对品牌形象和品牌承诺显著影响从而达到强烈情感依恋效果的诸多问题。

研究社会意义

本论文研究了旅游产业中, 社交媒体活动, 包括交互性、心理好处和奖励对品牌形象和品牌承诺的影响, 以及品牌形象和品牌承诺对情感依恋的影响。研究结果进一步深入测量了提出的理论模型。很显然, 数据分析结果表明模型结构之间存在显著有意义的联系。

研究原创性/价值

本论文最重要的贡献在于它提出并验证了一个理论模型, 显示可持续情感依恋的动力起因。本论文提出的模型强调了结构之间的积极联系, 并且为在其他情境中的研究延申做出启示。

Article
Publication date: 2 August 2011

Won‐Moo Hur, Kwang‐Ho Ahn and Minsung Kim

The purpose of this paper is to: analyze the effect of trust and affect toward a brand community on the commitment of brand communities; and investigate the mechanism…

26140

Abstract

Purpose

The purpose of this paper is to: analyze the effect of trust and affect toward a brand community on the commitment of brand communities; and investigate the mechanism through which the commitment of a brand community is able to increase various loyalty behaviors (e.g. repurchase intentions, positive word‐of‐mouth, and constructive complaints).

Design/methodology/approach

In order to test the hypotheses, a total of 200 Chinese female online brand community users were sampled, specifically users who had been active in the online brand community for over a year, and Partial Least Squares (PLS) analysis was performed.

Findings

The results identified the significant positive paths: brand community trust → brand community commitment; brand community affect → brand community commitment; and brand community commitmentbrand loyalty behaviors. In addition brand community commitment was found to play a mediating role in the relationships between brand community trust/affect and brand loyalty. Finally, brand community commitment was seen to have a stronger effect on word‐of‐mouth than on constructive complaints.

Research limitations/implications

This study demonstrates the need to elaborate the brand community commitment construct. Specifically, attention to the underlying dimensions of commitment should identify more dynamic relationships among trust/affect, brand community commitment, and brand loyalty behaviors.

Practical implications

Marketing executives and brand managers who are considering customer loyalty improvement strategies must understand the value of managing an online brand community effectively. The findings of this study suggest significant ways to increase brand loyalty behaviors, particularly for brands seeking to broaden their appeal in the female Chinese market.

Originality/value

In contrast with the existing studies dealing with community commitment as an attitudinal antecedent of brand loyalty, this study empirically tested the mediating role of community commitment based on Baron and Kenny's logic. Moreover, the mediation was found to have a differential effect, namely a partial mediation for the relationships community trust‐repurchase intention/WOM but a full mediation for the relationship brand community affect‐constructive complaint.

Details

Management Decision, vol. 49 no. 7
Type: Research Article
ISSN: 0025-1747

Keywords

Article
Publication date: 26 April 2011

Jing Zhang and Josée Bloemer

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…

2911

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Practical implications

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.

Originality/value

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

Details

Journal of Service Management, vol. 22 no. 2
Type: Research Article
ISSN: 1757-5818

Keywords

Article
Publication date: 26 April 2013

Noel Albert and Dwight Merunka

The purpose of this paper is to propose and test a model of brand love that includes both its antecedents and its consequences. The model is rooted in a causal approach…

25689

Abstract

Purpose

The purpose of this paper is to propose and test a model of brand love that includes both its antecedents and its consequences. The model is rooted in a causal approach and features established consumer‐brand relationship constructs (brand identification, brand trust and brand commitment).

Design/methodology/approach

The conceptual model and associated hypotheses are tested with a sample of 1,505 consumers. Data were analysed through partial least squares structural equation modelling.

Findings

The results demonstrate strong relationships between the two antecedents (trust and identification) and brand love, and between brand love and its consequences (brand commitment, positive word of mouth, and propensity to pay a higher price for the brand).

Originality/value

Through the causal approach and proposed nomological model, the authors discriminate brand love from three important relational constructs (i.e. brand trust, brand identification and brand commitment) and establish the relationships among the constructs. Following recommendations in prior research, the predictive ability of the different relational constructs (trust, identification, commitment and love) are compared and the relevance of brand love for understanding consumer‐brand relationships is demonstrated.

Details

Journal of Consumer Marketing, vol. 30 no. 3
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 19 June 2017

Sekar Raju

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…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

Journal of Indian Business Research, vol. 9 no. 2
Type: Research Article
ISSN: 1755-4195

Keywords

Article
Publication date: 1 August 2016

Weisheng Chiu and Doyeon Won

The purpose of this paper is to examine the key determinants of brand commitment in sports products based on the investment model and seeks to predict consumers…

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Abstract

Purpose

The purpose of this paper is to examine the key determinants of brand commitment in sports products based on the investment model and seeks to predict consumers’ repurchase intention.

Design/methodology/approach

Data from a survey questionnaire (n = 247) were analysed primarily using structural equation modelling techniques.

Findings

The results support the investment model’s hypothesis that brand commitment is weakened by the quality of alternative options but strengthened by consumers’ satisfaction with and investment in the brand. Moreover, brand commitment had a positive influence on consumers’ repurchase intention.

Originality/value

Using the investment model of commitment processes, the study provides useful information on consumer-brand relationships and repurchase intention.

Details

International Journal of Sports Marketing and Sponsorship, vol. 17 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

1 – 10 of over 29000