Internal brand management, brand understanding, employee brand commitment, and brand citizenship behavior: a meta-analysis

2021 ◽  
pp. 1-29
Author(s):  
Mona Afshardoost ◽  
Mohammad Sadegh Eshaghi ◽  
Jana Lay-Hwa Bowden
Keyword(s):  
Brand Management ◽  
Meta Analysis ◽  
Citizenship Behavior ◽  
Brand Commitment ◽  
Internal Brand Management ◽  
Brand Citizenship Behavior ◽  
Brand Understanding

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 Impact of External Communication on Internal Brand Management Outcomes Using Employees as a Second Audience: A Comparative Analysis of Manufacturing and Service Sectors of Pakistan

2019 ◽  
Vol 5 (2) ◽  
pp. 1
Author(s):  
Syed Hussain Raza Rizvi ◽  
Danish Ahmed Siddiqui
Keyword(s):  
Management Practices ◽  
Brand Management ◽  
Citizenship Behavior ◽  
Equation Modeling ◽  
Manufacturing Firm ◽  
External Communication ◽  
Internal Brand Management ◽  
Brand Citizenship Behavior ◽  
Brand Understanding

This study investigated the effect of External Brand Communications on internal brand management practices using brand commitment and brand understanding as factors determining the phenomenon and subsequently analyzing the effect of both internal and external factors on brand citizenship behavior. A sample size of 300 respondents was selected from manufacturing and service oriented companies and the effects were analyzed using Structural Equation Modeling. It was found that there is significant and positive influence of brand understanding in determination of brand citizenship behavior and reflected mediating role of external communication congruence. Furthermore, it has also found that internal brand management practices are more evident in case of manufacturing firm i.e. a reputed Biscuits Manufacturing Company as compare to financial firm i.e. a renowned Private Limited Bank. It reveals necessity of work required in case of Private Limited Bank to work on external communication practices and integrate it with internal brand management practices to increase its role in determination of employee behavior and their role in propagating brand image as second audience.

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.

The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour

2016 ◽  
Vol 50 (9/10) ◽  
pp. 1575-1601 ◽  
Author(s):  
Rico Piehler ◽  
Ceridwyn King ◽  
Christoph Burmann ◽  
Lina Xiong
Keyword(s):  
Online Survey ◽  
Brand Management ◽  
Service Organizations ◽  
Brand Commitment ◽  
Brand Identification ◽  
Content Type ◽  
Tourism And Hospitality Industry ◽  
Tourism And Hospitality ◽  
Brand Understanding ◽  
Brand Citizenship Behaviour

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.

scholarly journals BRAND COMMITMENT DAN BRAND PSYCHOLOGICAL OWNERSHIP DALAM MEMEDIASI PENGARUH INTERNAL CORPORATE BRANDING TERHADAP BRAND CITIZENSHIP BEHAVIOR

2019 ◽  
Vol 9 (2) ◽  
pp. 312
Author(s):  
Agus Purnomo
Keyword(s):  
Significant Influence ◽  
Corporate Branding ◽  
Psychological Ownership ◽  
Citizenship Behavior ◽  
Brand Commitment ◽  
Telecommunications Services ◽  
Brand Citizenship Behavior ◽  
The City

This study examined the influence of internal corporate branding on brand citizenship behavior. Research conduct on leading telecommunications services companies in the city of Malang. The results show that internal corporate branding has a positive and significant effect on brand citizenship behavior. Internal corporate branding also has a positive and significant effect on brand commitment and brand psychological ownership. Brand commitment and brand psychological ownership mediate relationship internal corporate branding to brand citizenship behavior, as well as directly each variable has a positive and significant influence on brand citizenship behavior.

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