Internal branding and employees’ brand outcomes: do generational differences and organizational tenure matter?

2019 ◽  
Vol 51 (4) ◽  
pp. 209-227 ◽  
Author(s):  
Decha Dechawatanapaisal
Keyword(s):  
Brand Loyalty ◽  
Generational Differences ◽  
Mediating Effect ◽  
Citizenship Behavior ◽  
Equation Modeling ◽  
Brand Identification ◽  
Internal Branding ◽  
Content Type ◽  
Brand Citizenship Behavior ◽  
Organizational Tenure

PurposeThe purpose of this paper is to investigate the mediating effect of brand identification between internal branding and brand citizenship behavior as well as brand loyalty, and the roles of working generation and organizational tenure as moderators of the relationship between internal branding and brand identification.Design/methodology/approachThis research used a survey method and a structured questionnaire to collect data from salespeople working in the cement and construction materials industry. The hypothesized relationships were tested and analyzed by means of a confirmatory factor analysis, structural equation modeling, hierarchical regression and a bootstrapping procedure.FindingsBrand identification partially mediates the link between internal branding and brand citizenship behavior and fully mediates that between internal branding and brand loyalty. Also, the influences of internal branding on brand identification are varied among generational cohorts and employees with different tenure.Research limitations/implicationsThe current research took place among customer-interface employees, which can be extended to back-end or supporting workers, in order to better reflect the overall effect of internal branding efforts.Practical implicationsOrganizations need to undertake internal branding to induce a shared understanding among employees about brand insights, and to foster their perception of belongingness in order to motivate desired brand behaviors. Furthermore, managers may improve internal branding mechanisms by taking generational differences and duration of employment into consideration, since these factors impinge on the effects of internal branding.Originality/valueThis study contributes to internal branding research by addressing the contingent influences of employees’ differences on the success of internal branding efforts.

Employee-generated content: the role of perceived brand citizenship behavior and expertise on consumer behaviors

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Fathima Z. Saleem ◽  
Matthew A. Hawkins
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Citizenship Behavior ◽  
Equation Modeling ◽  
Media Content ◽  
Control Mechanisms ◽  
Internal Branding ◽  
Content Type ◽  
Brand Citizenship Behavior

Purpose Situated between the literature on internal branding and user-generated content, this study aims to demonstrate the effect of employee-generated content (EGC) on consumers’ purchase intentions and positive word of mouth (WOM). Design/methodology/approach The conceptual model was empirically tested using structural equation modeling based on a sample of 442 participants. Findings The findings support a sequential mediation model in which employee-created social media content impacts perceptions of brand citizenship behavior (BCB) and perceptions of expertise, which in turn increases purchase intention and WOM. Practical implications Based on the findings, this research suggests that employee ambassador programs can work to attract employees with an interest in brand-related social media content creation. Facilitating EGC through support, empowerment and reinforcement rather than traditional control mechanisms is recommended. Originality/value This research introduces the concept of EGC and employee content creators while extending the literature on perceived BCB by empirically demonstrating its relationship with perceived expertise and positive consumer behavior outcomes.

How does corporate association influence consumer brand loyalty? Mediating role of brand identification

2016 ◽  
Vol 25 (7) ◽  
pp. 629-641 ◽  
Author(s):  
Mobin Fatma ◽  
Imran Khan ◽  
Zillur Rahman
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Affective Commitment ◽  
Equation Modeling ◽  
Brand Identification ◽  
Content Type ◽  
Mediating Role ◽  
Corporate Associations ◽  
Corporate Ability ◽  
Managerial Implications

Purpose The aim of this study is to investigate the influence of two types of corporate associations – corporate ability (CA) and corporate social responsibility (CSR) – on consumer brand loyalty in retail banks in India. Design/methodology/approach A survey on 489 banking consumers was carried out. To achieve research objectives, test hypotheses and analyze data, structural equation modeling was used. Findings The findings show that CA and CSR associations were found to have positive and indirect influences on consumer brand loyalty through brand identifications. This indicates that the process of corporate association transforming into loyalty is much more complicated, and there are other factors influencing this process, making brand identification necessary for achieving customer brand loyalty. Research limitations/implications The results presented in this study have important managerial implications for banking companies in India. The findings demonstrate the importance of CA and CSR associations in the present business scenario and highlight the need to successfully implement them in management policies. Originality/value This study contributes to the existing body of literature by highlighting the influence of brand identification on brand loyalty through affective commitment and satisfaction.

Informal learning as mediating mechanism for the relationship between learning climate and organizational citizenship behavior (OCB)

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Muhammad Qamar Zia ◽  
Tobias M. Huning ◽  
Aamir Feroz Shamsi ◽  
Muhammad Naveed ◽  
Riaz Ahmed Mangi
Keyword(s):  
Informal Learning ◽  
Organizational Citizenship ◽  
Organizational Citizenship Behavior ◽  
Mediating Effect ◽  
Citizenship Behavior ◽  
Equation Modeling ◽  
Learning Climate ◽  
Content Type ◽  
Dimensions Of Learning ◽  
Error Avoidance

PurposeThe goal of this study was to examine the mediating mechanism of informal learning between dimensions of learning climate and organizational citizenship behavior (OCB). In addition, the study also aimed to investigate the learning climate, in the dimensions of learning facilitation, learning appreciation and error avoidance as antecedents of informal learning.Design/methodology/approachThe data were gathered from sports items manufacturing small and medium enterprises (SMEs) in Sialkot, Pakistan. Sialkot is home to manufacturing businesses that export their products worldwide. Survey data of 318 middle managers collected at 2 different times were used for testing the research model using structural equation modeling (SEM).FindingsThe results demonstrate that facilitation and appreciation learning climate have a positive relationship with informal learning and error-avoidance has a negative relationship with informal learning. The analysis also revealed that informal learning mediated the linkage between learning climate dimensions and OCB. Moreover, informal learning is significantly related to OCB.Practical implicationsHR practitioners and organizational leaders of SMEs can use, encourage and promote informal learning to improve the skills and knowledge of employees at low cost. For instance, management should strategically implement informal learning at the workplace by providing a supportive learning climate.Originality/valuePrevious studies have overlooked the impact of informal learning on OCB and its mediating effect. The present study addresses this gap by examining the mediating mechanism of informal learning between learning climate and OCB.

Attitudes and behaviors as predictors of service quality in the telecommunications sector context

2018 ◽  
Vol 35 (3) ◽  
pp. 656-677 ◽  
Author(s):  
Zeyad H. Almutawa ◽  
Nuttawuth Muenjohn ◽  
Jiaying Zhang
Keyword(s):  
Service Quality ◽  
Organizational Performance ◽  
Structural Equation ◽  
Causal Effect ◽  
Mediating Effect ◽  
Citizenship Behavior ◽  
Equation Modeling ◽  
Content Type ◽  
Attitudes And Behaviors ◽  
And Behaviors

Purpose Service quality (SQ) is considered an organizational performance indicator that largely depends on employees’ attitudes and behaviors. Therefore, the purpose of this paper is to examine the mediating effect of employees’ citizenship behavior (OCB) on the relationship between affective commitment (AC) and SQ. Design/methodology/approach The current study has relied on two questionnaire surveys to gather cross-sectional data from 800 employees and 400 customers of telecommunications companies in Kuwait. Structural equation modeling via AMOS22 was used to build and test the hypothesized model. Findings The results show that OCB significantly and positively affects SQ dimensions except empathy which demonstrates insignificant association. Also, AC was found to be a strong predictor of OCB. More interestingly, the results show that AC does not show any effect on either responsiveness or empathy, while a partial mediation was found between AC and tangibles, reliability, and assurance. Practical implications The findings of the current study provide managers and practitioners with empirically validated model of how SQ can be achieved. The model indicates that managers need to increase the level of citizenship behavior through leveraging their employees’ AC, which in turn can result in a positive perception of SQ. Originality/value This study is considered among the first to investigate the causal effect of both OCB and AC on achieving high SQ. Also, the findings of this study further support the indirect relationship of AC and SQ. Moreover, this study is unique in its attempt to link both AC and OCB to the dimensions of SQ. Finally, this study is considered the first empirical investigation of SQ in the telecommunication sector in Kuwait.

The effect of OCB in relationship between personality, organizational commitment and job satisfaction on performance

2017 ◽  
Vol 36 (10) ◽  
pp. 1283-1293 ◽  
Author(s):  
Sri Indarti ◽  
Solimun ◽  
Adji Achmad Rinaldo Fernandes ◽  
Wardhani Hakim
Keyword(s):  
Job Satisfaction ◽  
Organizational Commitment ◽  
Organizational Citizenship ◽  
Organizational Citizenship Behavior ◽  
Mediating Effect ◽  
Citizenship Behavior ◽  
Empirical Literature ◽  
Equation Modeling ◽  
Future Research ◽  
Content Type

Purpose The purpose of this paper is to know whether organizational citizenship behavior mediates the effects of personality, organizational commitment, and job satisfaction. Design/methodology/approach This research was conducted in the city of Makassar with the entire population being lecturer with the status from a permanent lecturer foundation. By using the Slovin formula, a sample of 295 respondents was obtained. Structural equation modeling (SEM) was used as an inferential statistical analysis technique to test the hypothesis of the research. Findings The results of the study found the mediating effect (indirect effect) of variable organizational citizenship behavior was found in between personality, organizational commitment and job satisfaction on performance, which thus indicates that the higher the personality, organizational commitment and job satisfaction the higher the performance, and if mediated, organizational citizenship behavior is also higher. Originality/value Organizational citizenship behavior research has been conducted on student classroom and career success. Additionally, organizational citizenship behavior has been researched for a critical review of the theoretical and empirical literature, which has provided suggestions for future research. Thereby, on paper originality the variables shown to be used are personality, organization commitment, job satisfaction, organizational citizenship behavior, and performance. Furthermore, the method used in this research is the SEM. The investigation was performed at two private colleges in Indonesian Muslim University and Muhammadiyah University Makassar, South Sulawesi, Indonesia, where no studies were conducted on the same topic previously.

Can you represent me? The influence of consumers' self-congruity on their brand loyalty behavior

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xiaoling Zhang
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Empirical Test ◽  
Psychological Reactance ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Content Type ◽  
Reactance Theory ◽  
The Impact ◽  
Psychological Reactance Theory

PurposeThis study aimed to verify the impact of consumers' self-congruity on brand loyalty behavior when stock-out happens; the role of the psychological reactance theory as a mediator was assessed.Design/methodology/approachData collection was carried out in the form of a questionnaire survey. Data from 417 respondents were analyzed, and structural equation modeling was applied to test the hypotheses.FindingsThe findings revealed the positive significant impact of consumers' self-congruity on their brand loyalty behavior, and the mediating effect of psychological reactance between self-congruity and consumers' brand loyalty behavior.Practical implicationsThis study offers retailers/brand owners a deeper understanding of the remedy strategy needed to reduce the sales loss in their firms when stock-out happens.Originality/valueThis study provides a theoretical and empirical test on the influence of consumers' self-congruity on their brand loyalty behavior, bringing consumers' psychological reactance into the research as a mediating factor, thereby enriching the existing research on consumers' out-of-stock reactions.

How responsible leadership predicts organizational citizenship behavior for the environment in China

2019 ◽  
Vol 40 (3) ◽  
pp. 305-318
Author(s):  
Zhiyong Han ◽  
Qun Wang ◽  
Xiang Yan
Keyword(s):  
Organizational Citizenship ◽  
Organizational Citizenship Behavior ◽  
Mediating Effect ◽  
Citizenship Behavior ◽  
Equation Modeling ◽  
Responsible Leadership ◽  
Corporate Environment ◽  
High Quality ◽  
Content Type ◽  
The Relationship

Purpose The purpose of this paper is to investigate the mediating effect of felt obligation for constructive change on the relationship between responsible leadership and organizational citizenship behavior for the environment (OCBE) in a China corporate environment, and this paper also analyze the moderated mediating effect of supervisor-subordinate guanxi on indirect relationship between responsible leadership and OCBE via felt obligation for constructive change. Design/methodology/approach This paper used 380 employee samples to analyze the relationship between responsible leadership and OCBE. Hierarchical regression analyses and structural equation modeling was adopted to analyze the data. Findings The authors found that the felt obligation for constructive change plays a fully mediating role between responsible leadership and OCBE. The authors also found a positive interaction between responsible leadership and supervisor-subordinate guanxi on felt obligation for constructive change, and then the indirect effect of responsible leadership on OCBE via felt obligation for constructive change was stronger when employees perceived a high-level supervisor-subordinate guanxi. Research limitations/implications When responsible leadership stimulates employees to generate a high sense of constructive change, employees are more likely to engage in OCBE. This study provides evidence for cognitive evaluation theory. This study further demonstrated the importance of establishing high-quality supervisor-subordinate guanxi for responsible leaders and subordinates in China. Practical implications In the management practice of the organization, the role of responsible leadership should be strengthened in terms of leadership development and, employee training and promotion, and high-quality supervisor-subordinate guanxi help to promote the effectiveness of responsible leadership. Originality/value This paper discusses how and when responsible leadership influences OCBE in a China corporate environment.

The pervasive power of bespoke internal branding

2020 ◽  
Vol 28 (3) ◽  
pp. 5-7
Keyword(s):  
Generation X ◽  
Design Methodology ◽  
Reading Time ◽  
Personal Characteristics ◽  
Brand Identification ◽  
Internal Branding ◽  
Content Type ◽  
Pertinent Information ◽  
Organizational Tenure ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings This research paper confirms that tailored internal branding activity drives the brand identification of employees, since employees respond to internal branding efforts differently depending on their personal characteristics. The results specifically reveal that a shorter organizational tenure translates to internal branding having a greater impact, particularly in the case of Generation X employees. Furthermore, Generation X employees were found to have a more elevated sense of brand identification and loyalty to their employing organization than the millennial age employee, since the latter tends to manage their career path more dispassionately like a financial asset. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Person-organization fit and organization citizenship behavior: modeling the work engagement as a mediator

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Bilal Ashfaq
Keyword(s):  
Work Engagement ◽  
Structural Equation ◽  
Positive Relationship ◽  
Mediating Effect ◽  
Citizenship Behavior ◽  
Equation Modeling ◽  
Content Type ◽  
Organization Citizenship Behavior ◽  
Relationship Of ◽  
The Impact

PurposeThe purpose of this study is to investigate the impact of person-organization (PO) fit on work engagement (WE). The paper also explores the relationships among WE, organization citizenship behavior-individual (OCBI) and organization citizenship behavior-organization (OCBO). Lastly, the study analyzes the mediating effect of WE between PO fit and OCBI/OCBO.Design/methodology/approachFor this purpose, a questionnaire has been designed and survey data has been collected from 280 frontline employees of private banks in Pakistan. The partial least squares–structural equation modeling (PLS-SEM) technique has been employed to analyze the data and for testing the study hypotheses.FindingsFindings show the positive relationship of PO fit with WE, and the positive relationship of WE with OCBI/OCBO. It is also seen that WE mediate the relationship between PO fit and OCBI/OCBO.Originality/valueNo prior study tests the mediation of WE between PO fit and OCBI/OCBO. Further, organization citizenship behavior (OCB) has mostly been studied as a single construct; however, the current study discussed the individual and organizational aspects of OCB with PO fit and WE.

The influence of perceived service fairness on brand trust, brand experience and brand citizenship behavior

2018 ◽  
Vol 30 (7) ◽  
pp. 2603-2621 ◽  
Author(s):  
Min-Seong Kim ◽  
Dong-Jin Shin ◽  
Dong-Woo Koo
Keyword(s):  
Restaurant Industry ◽  
Citizenship Behavior ◽  
Equation Modeling ◽  
Brand Experience ◽  
Brand Trust ◽  
Citizenship Behaviors ◽  
Content Type ◽  
Service Fairness ◽  
Foodservice Industry ◽  
Brand Citizenship Behavior

Purpose Service fairness has been conceptualized as a major part of the foodservice industry due to the intangibility of foodservice, which is difficult to be evaluated by customers. Considering this challenge, this study investigates the impacts of perceived service fairness dimensions in encouraging brand citizenship behaviors (i.e. brand enthusiasm and brand endorsement) along with the mediating roles of brand trust and brand experience in the foodservice industry. Design/methodology/approach Based on an established framework of perceived service fairness, brand trust, brand experience and brand citizenship behavior, an exploratory conceptual model was formulated and empirically assessed. Survey data were collected from customers of casual dining franchise restaurants in Korea. Data analysis consisted of frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis and structural equation modeling. Findings The empirical results indicated that brand trust was significantly influenced by price, procedural, outcome and interactional fairness, while brand experience was significantly affected by price, outcome and interactional fairness. Additionally, brand trust and brand experience had positive influences on brand enthusiasm and brand endorsement, respectively. Practical implications A foodservice enterprise’s violation of customers’ fundamental need for fairness leads to negative outcomes, such as customers voicing the undesirable situation and/or leaving the restaurant. Thus, this study provides a strategy for maintaining service fairness to better develop brand relationships with customers in the restaurant industry. Originality/value There is a paucity of research on the effect of perceived service fairness on brand development in the restaurant industry. The findings provide greater insights into the impacts of perceived service fairness, brand trust and brand experience on customers’ brand citizenship behaviors.

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