scholarly journals What about context in internal brand management? Understanding employee brand commitment in the public sector

2021 ◽  
pp. 1-24
Author(s):  
Ulrika Leijerholt
Keyword(s):  
Public Sector ◽  
Brand Management ◽  
Brand Commitment ◽  
The Public ◽  
Internal Brand Management

scholarly journals The impact of internal brand management on employee job satisfaction, brand commitment and intention to stay

2015 ◽  
Vol 33 (1) ◽  
pp. 78-91 ◽  
Author(s):  
Rose Du Preez ◽  
Michael Thomas Bendixen
Keyword(s):  
Job Satisfaction ◽  
Financial Services ◽  
Brand Management ◽  
Three Dimensions ◽  
Brand Commitment ◽  
Intention To Stay ◽  
Content Type ◽  
Internal Brand Management ◽  
Service Staff ◽  
The Impact

Purpose – The purpose of this paper is to examine the extent to which internal brand management (IBM), a subset of internal marketing, impacts on the three dimensions of job satisfaction ( JS), brand commitment (BC) and intention to stay (IS). Design/methodology/approach – A financial services company in Southern Africa was selected using convenience sampling. Exploratory factor analysis (EFA) was used to identify the dimensions of IBM, BC, JS and IS. Partial least squares path modeling was used to test the model and the hypotheses. The Mann-Whitney test was used to identify any statistically significant differences between frontline staff and management/support staff. Findings – The EFA of the components of IBM did not yield the three expected dimensions. For service staff, IBM significantly contributes to JS, BC and IS. Internal brand communication is the most important contributor to IBM. Research limitations/implications – In common with others, this research uses a limited sample size in a specific geographic location. The results may differ if replicated in other geographies or organizations. Practical implications – Executives and managers of financial service firms are advised to drive focussed IBM practices rather than waiting for it to become the passive consequence of human resource management. Originality/value – Given the paucity of research into the practical application of IBM, the purpose of this research is to explore the impact of IBM on frontline employees in the financial services industry.

scholarly journals THE RELATIONSHIP BETWEEN INTERNAL BRAND MANAGEMENT WITH BRAND TRUST, BRAND CITIZENSHIP BEHAVIOR, AND INTENTION TO STAY

2019 ◽  
Vol 2 (2) ◽  
pp. 89-100
Author(s):  
Nurina Putri Handayani ◽  
Aldrin Herwany ◽  
Dewi Wahyu Handayani
Keyword(s):  
Job Satisfaction ◽  
Brand Management ◽  
Banking Industry ◽  
Citizenship Behavior ◽  
Equation Modeling ◽  
Brand Commitment ◽  
Brand Trust ◽  
Intention To Stay ◽  
Internal Brand Management ◽  
Brand Citizenship Behavior

This paper attempts to provide an understanding of employee behavior among gen Y known as millennial workers in banking industry. This study provides insights into how internal brand management, brand commitment, job satisfaction shape brand trust, brand citizenship behavior, and intention to stay. Data were collected from 635 employees of public banking in Indonesia. Structural equation modeling (SEM) was used to test the model and the hypotheses. Findings reveal that internal brand management has a significant effect on brand commitment and job satisfaction. This study also found that brand commitment has strong impact on brand trust and brand citizenship behavior. Then, job satisfaction has significant effect on brand citizenship behavior intention to stay. The distinct of this study is the integration of brand commitment and job satisfaction for its effect on brand trust, brand citizenship behavior, and intention to stay of employees as well providing empirical support for their relationship within the context of banking industry.

scholarly journals Measuring the Contributions of Sources of Employee-Based Brand Equity to the Market Performance of Deposit Money Banks in Nigeria

2019 ◽  
Vol 5 (2) ◽  
pp. 21
Author(s):  
Glory S. Etim ◽  
Imoh C. Uford
Keyword(s):  
Brand Equity ◽  
Performance Indicators ◽  
Structural Equation ◽  
Brand Management ◽  
Management Strategies ◽  
Market Performance ◽  
Price Premium ◽  
Brand Commitment ◽  
Equation Modelling ◽  
Internal Brand Management

The study attempts to measure the contributions of sources of employee-based brand equity (EBBE) to the market performance of deposit money banks (DMBs) in Nigeria. A quantitative approach using self-administered questionnaires was adopted. Empirical data was drawn from 360 respondents (182 employees and 178 customers) in the six (6) geo-political zones in Nigeria. Structural Equation Modelling was used to analyse the hypothesized paths/relationships. The study found that out of the three sources of EBBE, brand commitment was the strongest predictor of overall EBBE. It also found that out of the three market performance indicators, customers’ intention to pay a price premium was the most dependent on EBBE sources. In relation to employees/customers relationship, this paper provides evidence for issues of potential research and managerial interest. Practically, the study findings will help brand managers, other marketing practitioners and indeed marketing scholars to develop effective internal brand management strategies with a view to implementing them profitably.

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