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Article
Publication date: 12 February 2018

Sally Raouf Ragheb Garas, Amira Fouad Ahmed Mahran and Hassan Mohamed Hussein Mohamed

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…

4281

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Practical implications

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.

Originality/value

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.

Details

Journal of Product & Brand Management, vol. 27 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 1 June 2010

Ceridwyn King

The purpose of this study is to examine the effect of internal brand management (IBM) practices on tourism and hospitality employees' ability to demonstrate brand supportive…

4819

Abstract

Purpose

The purpose of this study is to examine the effect of internal brand management (IBM) practices on tourism and hospitality employees' ability to demonstrate brand supportive behaviours. A model, which includes brand knowledge dissemination, role clarity, brand commitment and brand supportive behaviour is proposed. To provide further insight, the study seeks to examine the impact that hierarchical roles have on employees' responses.

Design/methodology/approach

A quantitative research methodology was adopted, resulting in the development of a self‐administered online survey instrument. Using a national database of service employees, respondents were invited to participate in the online survey, resulting in the completion of 137 surveys.

Findings

While all paths were significant in the overall model, differences were found when comparing front line and management models. Overall, brand commitment played a more significant role in the front line model, whereas role clarity was not shown to be significant in the management model with respect to influencing brand supportive behaviour.

Research limitations/implications

The results suggest that the tourism and hospitality employee market is not homogeneous. IBM has a positive effect on all employees but it is what they choose to do with that information that differs. Managers should endeavour to develop brand‐committed front‐line employees, while the management employees should be encouraged to apply their brand knowledge, thereby “leading by example”.

Originality/value

An IBM strategy should be paramount in the tourism and hospitality industry, given the critical role the employee provides to a guest's overall experience and assessment of the brand. The study empirically validates the effects of IBM, identifying differences in responses based on hierarchical position, which has ramifications for practitioners and academics in developing best practice.

Details

International Journal of Contemporary Hospitality Management, vol. 22 no. 4
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 7 June 2021

Mohsin Altaf, Irfan Saleem, Faisal Mustafa and Farooq Anwar

Employee position is acknowledged as central in service brand management to achieve competitive advantage. Hence, this study aims to illustrate the importance of brand role clarity

Abstract

Purpose

Employee position is acknowledged as central in service brand management to achieve competitive advantage. Hence, this study aims to illustrate the importance of brand role clarity (BRC) and employee brand commitment (EBC) by investigating the moderating role of EBC on the relationship between BRC and employee brand equity (EBE) in Islamic banking.

Design/methodology/approach

Data is collected from 259 respondents who are involved in Islamic banking. Proportionate stratified random sampling was used to select bank branches for the study, and simple random sampling was adopted to choose respondents within these bank branches.

Findings

Building on the insight obtained from data analysis, the results of this study demonstrate that the EBC strengthens the significant relationship between employee BRC and EBE. It indicates that EBC is vital in affecting the employee BRC on EBE.

Originality/value

The importance of BRC and EBC has been widely discussed in the literature that both of these variables are essential sources of EBE. However, empirical studies on the combined effect of EBC and BRC on EBE have not been considered in past studies.

Details

Journal of Islamic Marketing, vol. 13 no. 10
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 27 July 2010

Ceridwyn King and Debra Grace

The purpose of this paper is to present the first known empirically‐tested model of Employee Based Brand Equity (EBBE). In doing so, it seeks to provide insight into how…

10480

Abstract

Purpose

The purpose of this paper is to present the first known empirically‐tested model of Employee Based Brand Equity (EBBE). In doing so, it seeks to provide insight into how organisations can not only effectively manage the internal brand building‐process but also, more importantly, appreciate the subsequent employee effects and organisational benefits.

Design/methodology/approach

Data were collected via an online survey of 371 employees who work in service organisations, sourced from a market research database list.

Findings

Strong support was found for nine out of the ten hypothesised relationships, thus providing strong validation for the proposed model.

Research limitations/implications

The employment of surveys can present data collection problems stemming from such things as lack of willingness to participate on behalf of the respondent, loss of validity when using structured questionnaires, and inherent challenges of wording questions properly. However, in acknowledging these limitations, actions, such as the utilisation of a national database of “opt in” survey participants coupled with the good reliability results and the methodical four‐stage survey design process undertaken, it is suggested that every effort was made to negate the limitations.

Practical implications

Knowledge is gained from empirically validating a model of EBBE: it further enriches the application of traditional brand management techniques; provides a framework for brand communication training; increases organisational understanding of how to engender positive employee actions; and increases the accountability of such an internal investment by identifying measurable organisational benefits that accrue as a result of such efforts.

Originality/value

The paper makes three important contributions: expanding the existing brand equity literature to incorporate a third yet equally relevant perspective, that being the employee; the adoption of a multi‐disciplined approach to addressing a marketing issue and, in doing so, extending beyond the connectionist cognitive psychology view of brand equity to incorporate a contextual/organisation cultural element; and reflecting the perceptions of employees, who are currently under‐represented in the internal brand management literature.

Details

European Journal of Marketing, vol. 44 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 22 November 2023

Bianca Sousa and Pedro Ferreira

Through a systematic literature review, this paper aims to endeavor to present a thorough historical perspective on the evolution of employee-based brand equity (EBBE), offering a…

Abstract

Purpose

Through a systematic literature review, this paper aims to endeavor to present a thorough historical perspective on the evolution of employee-based brand equity (EBBE), offering a comprehensive understanding of its development. The study explores the general model, causes and effects of EBBE, as well as the role of culture, leadership and brand management in building EBBE. The paper proposes an integrative framework to understand the interrelationships between the various dimensions of EBBE and offers practical guidelines for future research and the business world.

Design/methodology/approach

The paper uses a systematic literature review approach to analyze and synthesize 30 studies on EBBE retrieved from SCOPUS and Web of Science. The analysis involves a thematic and content-based examination of the literature, which is organized into three thematic groups.

Findings

The review highlights the importance of EBBE as a driver of organizational performance and success. The paper identifies the evolution of the major themes, trends and debates in the literature and suggests areas for future research. It underscores the need for more qualitative, multi-level and longitudinal research on EBBE, as well as the exploration of the links between EBBE and other forms of brand equity.

Originality/value

This paper is one of the first systematic literature reviews of EBBE, offering a comprehensive and integrated view of the existing literature since the beginning of this concept. The paper’s originality lies in its proposed integrative framework that captures the interrelationships between the various dimensions of EBBE and provides practical guidelines for future research and the business world.

Details

Journal of Management History, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1751-1348

Keywords

Article
Publication date: 26 February 2024

Granit Baca and Nail Reshidi

The primary purpose of this research is to conceptualise and validate the comprehensive framework for effectively measuring and managing employee-based brand equity (EBBE…

Abstract

Purpose

The primary purpose of this research is to conceptualise and validate the comprehensive framework for effectively measuring and managing employee-based brand equity (EBBE) benefits. The study endeavours to integrate professional and socio-emotional facets of employees' into the proposed model, lending it a more holistic approach.

Design/methodology/approach

The study focusses on the banking sector in Kosovo, employing structural equation modelling to analyse data from a sample of 325 employees.

Findings

Both professional and socio-emotional perspectives significantly influenced brand knowledge, positively impacting EBBE benefits such as employee satisfaction, retention and positive word of mouth (WOM). These findings provide empirical support for the theoretical assumptions concerning the role of professional and socio-emotional perspectives in building EBBE.

Research limitations/implications

Theoretically, this research could bridge marketing and organisational behaviour theories by highlighting employees' role in building brand equity. Moreover, it might expand the social identity theory within an organisational context, emphasising employees' identification with the brand as a crucial element.

Practical implications

The study offers practical implications for the banking industry and similar contexts, suggesting robust internal marketing strategies prioritising professional development and socio-emotional connectivity. Theoretically, this research could bridge marketing and organisational behaviour theories by highlighting employees' role in building brand equity. Moreover, it might expand the social identity theory within an organisational context, emphasising employees' identification with the brand as a crucial element.

Originality/value

The paper presents an original contribution to the field of brand equity research by proposing and validating a novel framework for EBBE that uniquely integrates both professional and socio-emotional dimensions of employees' experiences. This approach is particularly innovative within the context of the banking sector, offering new empirical insights.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 16 September 2022

Denise Linda Parris and Francisco Guzmán

This paper aims to critically review the most cited literature published from 2000 to 2020 in 24 top-ranked marketing journals on the three most studied branding concepts of the…

10027

Abstract

Purpose

This paper aims to critically review the most cited literature published from 2000 to 2020 in 24 top-ranked marketing journals on the three most studied branding concepts of the 21st century – brand equity, brand loyalty and brand image – to explore how in these papers they have been defined, measured and examined, and propose how they should move forward in an era where brands are expected to be “socially and socio-politically conscious.”

Design/methodology/approach

For each concept a systematic literature review is conducted. In doing so, the definitions, antecedents, outcomes and measures for each concept were accessed and synthesized.

Findings

The systematic literature reviews provide a “state-of-the-art” snapshot of each concept and collectively demonstrate there is no consensus on the independence and interdependence of these dynamic multidimensional concepts. Based on the recommended process in the measurement literature, an evolved definition of each concept is proposed. In addition to the corresponding research directions presented in the moving forward sections of each systematic literature review, common research avenues emerged.

Originality/value

This paper acknowledges these three branding concepts as dynamic (i.e. evolving over time), systemically reviews and synthesizes the extant literature, and provides a path forward to defining, measuring and exploring brand equity, brand loyalty and brand image in the present era where brands are expected to be socially and socio-politically conscious with responsibilities to the planet, people and profit.

Details

Journal of Product & Brand Management, vol. 32 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 9 May 2020

Andy Xiaofeng Liu, Cathy H.C. Hsu and Daisy X.F. Fan

This study aims to examine the mechanism of how hotel executive brand identity influences physical facility quality, customer-based brand equity (CBBE) and employee-based brand

1869

Abstract

Purpose

This study aims to examine the mechanism of how hotel executive brand identity influences physical facility quality, customer-based brand equity (CBBE) and employee-based brand equity (EBBE).

Design/methodology/approach

The study introduces a multilevel model and collects 925 executive and 1,978 employee responses from 62 upscale hotels in China.

Findings

Executive brand identity positively affects employee brand internalization, which leads to positive EBBE. Meanwhile, executive brand identity positively influences the physical facility quality, which leads to positive CBBE.

Originality/value

This study considers the tangible (physical facilities) and intangible (employees) elements of hotel services to comprehensively investigate the brand equity formation. By applying multilevel structural equation modeling, the study examines the bidirectional relationship between organizations and employees in the brand value transformation process.

Details

International Journal of Contemporary Hospitality Management, vol. 32 no. 7
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 30 October 2018

Muhammad Kashif, P.M.P. Fernando, Sarminah Samad and Ramayah Thurasamy

The research concerning brand credibility of charity brands is scantly examined. The purpose of this paper is to examine the moderating role of brand credibility within the…

1036

Abstract

Purpose

The research concerning brand credibility of charity brands is scantly examined. The purpose of this paper is to examine the moderating role of brand credibility within the customer-based brand equity model to investigate donor perceived brand equity of charity brands.

Design/methodology/approach

In a cross-sectional research design, a survey-based research strategy is followed to collect data from 448 active Muslim donors in Pakistan. The collected data are analysed by employing confirmatory factor analysis based on Smart PLS 2.0.

Findings

The results indicate that donor perceived brand association, brand awareness and brand loyalty strongly relate to perceived brand equity of charity brands. The brand credibility moderates the relationship between perceived quality, equity and brand loyalty, and equity paths.

Practical implications

The charity brands need to focus on building a strong brand image and reputation to uplift brand credibility which can be achieved by offering training programmes addressing various social causes such as HIV and Cancer prevention.

Originality/value

The proposed moderating effects of brand credibility and its application to charity brands operating in an Asian Muslim country context are unique products of this study.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 30 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 15 February 2024

Rajwinder Kaur, Sameer Pingle and Anand Kumar Jaiswal

This research aims to investigate the relationship between employer branding and its antecedent organisational culture within the context of the private banking sector. The study…

Abstract

Purpose

This research aims to investigate the relationship between employer branding and its antecedent organisational culture within the context of the private banking sector. The study also investigates the relationship between employer branding and employee brand equity as a consequential construct. Additionally, the mediating role of trust and the moderating role of gender in the relationship between employer branding and employee brand equity has been examined.

Design/methodology/approach

The present study’s findings result from data analysis collected from a sample of 454 employees working in private banks in India. The data analysis was conducted utilising the structural equation modelling technique with the assistance of analysis of moment structures (AMOS) software.

Findings

The study’s findings indicate that supportive and bureaucratic (formal) culture in private banks exhibit a significant relationship with employer branding. However, the relationship between innovative culture and employer branding was found to be insignificant. The research also reveals a significant positive association between employer branding and employee brand equity variables: brand consistent behaviour, brand endorsement and brand allegiance. Further, the study highlights the mediating role of employee trust in management in the relationship between employer branding and employee brand equity. Examining demographic variables suggests that gender moderates the relationship between employer branding and employee brand equity.

Originality/value

The originality of this study lies in its exploration of the critical role of organisational culture variables in shaping employer branding within the context of private banks. The findings highlight that cultivating supportive and bureaucratic cultures can effectively enhance the employer branding of private banks. The study emphasises the outcomes of employer branding initiatives, signifying that they contribute to developing brand equity among employees. This leads to long-term employee commitment and advocacy towards the organisation, as employees become brand advocates for the bank with which they are affiliated. The study contributes to a better understanding of the relationship between organisational culture, employer branding and employee brand equity, providing valuable implications for the private banking sector aiming to reinforce their employer brand and increase employee engagement.

Details

International Journal of Bank Marketing, vol. 42 no. 2
Type: Research Article
ISSN: 0265-2323

Keywords

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