The buy-in benchmark in Islamic banking: combined effect of brand role clarity and employee brand commitment towards employee brand equity

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mohsin Altaf ◽  
Irfan Saleem ◽  
Faisal Mustafa ◽  
Farooq Anwar
Keyword(s):  
Brand Equity ◽  
Random Sampling ◽  
Brand Management ◽  
Empirical Studies ◽  
Combined Effect ◽  
Islamic Banking ◽  
Role Clarity ◽  
Brand Commitment ◽  
Content Type ◽  
Bank Branches

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.

Managing consumer-based brand equity through brand experience in Islamic banking

2017 ◽  
Vol 8 (2) ◽  
pp. 218-242 ◽  
Author(s):  
Mohsin Altaf ◽  
Naveed Iqbal ◽  
Sany Sanuri Mohd. Mokhtar ◽  
Maqbool Hussain Sial
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Brand Image ◽  
Perceived Quality ◽  
Combined Effect ◽  
Brand Awareness ◽  
Islamic Banking ◽  
Brand Experience ◽  
Islamic Banks ◽  
Content Type

Purpose The purposes of the study are to investigate the role of brand experience in the generation of consumer-based brand equity (CBBE) in Islamic banking and to identify the important components of brand equity, in light of Aaker (1991) and Keller (1993), who combined effect on brand loyalty to effectively manage CBBE in Islamic banking. Design/methodology/approach Paper and pencil technique was used to collect data from the consumers of Islamic banking products. In total, 365 respondents were finally considered for data analysis. Convenient sampling technique was used to collect data. Correlation, multiple regression and hierarchical regression techniques were used with the aid of SPSS and AMOS to analyse the data. Findings The results show that perceived quality, brand image, brand experience, brand loyalty and brand awareness are positively associated and have a significant influence on overall brand equity. Based on the results, the study concludes that perceived quality is an important variable in the management of CBBE in Islamic banking to improve overall brand equity. Hence, it is concluded that perceived quality, brand experience and brand image are the most important focusing areas from CBBE in the management of Islamic banks’ brand equity and cannot be undervalued. Practical implications The research findings illustrate the importance of brand experience and effects of overall brand equity dimensions in the process of building strong brand equity of Islamic banks. Therefore, this research has implications not only for experiential marketing but also for human resource managers and brand managers. The scope of the present study is limited only to the consumers of Islamic banks products of Malaysia and Pakistan. Originality/value Brand management literature focused on the components of brand equity model and its importance in creating overall brand equity. Previous studies are yet to investigate the combined effect of brand equity components (perceived quality, brand awareness, brand image and brand loyalty) to manage overall brand equity. Therefore, the present research fills the gap by investigating the combination of best brand equity components that are very effective to manage brand loyalty and overall brand equity. Second, this study investigates the impact of brand experience on CBBE components in Islamic banking which has not been tested before in Islamic banking.

The role of leadership and communication in internal city branding

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rico Piehler ◽  
Ayla Roessler ◽  
Christoph Burmann
Keyword(s):  
Corporate Branding ◽  
Brand Management ◽  
Equation Modeling ◽  
Brand Commitment ◽  
City Branding ◽  
Brand Communication ◽  
Internal Branding ◽  
Content Type ◽  
City Brand ◽  
The City

Purpose This study aims to investigate the brand-oriented leadership of a city’s mayor and city online brand communication as brand management-related antecedents of residents’ city brand commitment. It thus examines if city brand managers can apply internal branding concepts from the corporate branding domain in a city branding context. Design/methodology/approach The relationships between the brand management-related antecedents and the internal city branding (ICB) objective are tested through structural equation modeling using cross-sectional survey data of 414 residents of a German city. Findings Both the brand-oriented leadership of the mayor in terms of acting as a role model by living the city brand and its identity and by showing commitment to the brand and the city’s online brand communication in terms of its quality have positive effects on residents’ city brand commitment. Moderation analyses reveal no significant differences between the path estimates for age, place of birth, duration of residency and education. However, the results differ significantly for gender. Research limitations/implications As this study’s sample is limited to only one city in Germany, further research needs to investigate the relationships in different cities and other countries to ensure the generalizability of the results. Future studies might also include other aspects of city brand communication, as well as cognitive and behavioural ICB objectives. Practical implications To increase residents’ city brand commitment, city brand managers should ensure that a city’s online brand communication is adequate, complete, credible, useful and clear. Furthermore, through creating awareness for the importance of a mayor’s brand-oriented leadership and through educating and training the mayor to engage in this specific form of brand-oriented transformational leadership, city brand managers can increase residents’ emotional attachment with the city brand. Originality/value This study integrates internal branding research from the corporate branding domain with place and city branding research. It confirms that certain aspects of internal branding (i.e. brand-oriented leadership, brand communication and brand commitment) are applicable not only in the corporate branding domain but also in other branding contexts such as city branding if adapted properly.

Exploring lack of closure as a brand transgression

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jacqueline Burgess ◽  
Christian Jones
Keyword(s):  
Brand Equity ◽  
Thematic Analysis ◽  
Design Methodology ◽  
Word Of Mouth ◽  
Brand Management ◽  
Negative Word ◽  
Television Series ◽  
Content Type ◽  
Brand Transgression ◽  
Practical Implications

Purpose This study aims to contribute to research into narrative brands by investigating if the lack of closure in the ambiguous season two’s ending of the Australian television series, Wanted, constituted a brand transgression. Design/methodology/approach Comments on posts about Wanted from social media accounts associated with the series were downloaded and analysed using thematic analysis informed by non-participatory netnography. Findings Audiences found the ambiguous ending of Wanted season two disappointing and it did not fulfil implied promises and their expectations, which fits the description of a brand transgression, and so they engaged in behaviours indicative of a brand transgression such as spreading negative word of mouth online. The ambiguous ending could have been a cliff-hanger to lead into a third season that was not guaranteed when the final episode aired, or the ending for the entire series. Although a third season was eventually made and positively received by audiences, viewer numbers declined by nearly a third, illustrating the importance of brand management for narrative brands. Practical implications This research has implications for the creators of television series, particularly if they do not know if it will be renewed. Not providing audiences with their expected closure can constitute a brand transgression and damage the narrative brand’s residual brand equity and potential earnings from streaming or a revival at a later date. Originality/value Prior research has focused on audiences’ responses to definitive endings, rather than ambiguous endings, which is the focus of this research. Furthermore, narrative brands are still an under-researched context.

Unveiling the corporate brand: the role of portfolio composition

2020 ◽  
Vol 37 (3) ◽  
pp. 279-290
Author(s):  
Veronica Gabrielli ◽  
Ilaria Baghi
Keyword(s):  
Internal Consistency ◽  
Brand Equity ◽  
Brand Management ◽  
Product Category ◽  
Mediation Effect ◽  
Brand Strategy ◽  
Corporate Brand ◽  
Content Type ◽  
Moderated Mediation Model ◽  
Brand Portfolio

Purpose This paper aims to investigate the effects on corporate brand equity when a company moves from a house of brand strategy to a branded house. In fact, recently, most of large companies (Procter & Gamble, Unilever) are managing this swift in order to simplify and optimize their efforts. Design/methodology/approach A total of 433 consumers participated in a between-subject experimental design completing a questionnaire. Each respondent was exposed to one of eight hypothetical scenarios with real-existing brands. A moderated-mediation model was tested. Findings The number of individual brands interacts with the variety of product categories within the portfolio to define its internal consistency which, in turn, exerts a significant mediation effect on corporate brand equity. Research limitations/implications The study supports the mental accounting process (subtyping vs bookkeeping), demonstrating how this psychological framework is applicable within brand management. Practical implications The study unveils a strong dichotomy: consumers award very small portfolios focused on a single product category or, conversely, they appreciate a wide and highly diversified brand portfolio. No chances for intermediate and hybrid solutions. Findings demonstrate that a brand architecture shift might be a flexible opportunity to manage an on-going diversification strategy. Originality/value The study is the first to analyse the importance of internal consistency within a brand portfolio in case of a shift in the portfolio strategy. Moreover, it investigates the effects since the first announcement of a linkage between the individual brands and the corporate one.

Internship and employability prospects: assessing student’s work readiness

2019 ◽  
Vol 9 (4) ◽  
pp. 538-549 ◽  
Author(s):  
Ilias Kapareliotis ◽  
Katerina Voutsina ◽  
Athanasios Patsiotis
Keyword(s):  
Design Methodology ◽  
Online Survey ◽  
Empirical Studies ◽  
Academic Programs ◽  
Work Readiness ◽  
Role Clarity ◽  
Sampling Frame ◽  
Content Type ◽  
Business Graduates ◽  
Internship Programs

Purpose Changes in the workplace have raised serious concerns about the future of work and the effectiveness of undergraduate academic programs to sufficiently prepare students for business. The purpose of this paper is to address this concern by exploring how internship employment (placement) is implicated in the young business graduates’ employability prospects. Design/methodology/approach This research explored the students’ perceptions regarding their degree of “work readiness” after completing an internship program. The concept of “work readiness” is conceptualized in terms of role clarity, ability and motivation. An institution of higher education in Greece provided the sampling frame for this research. Online survey data have been used. Findings Students who attend internship programs assessed positively all aspects of the work readiness construct. They knew what it was expected by employers from them to do at work. They were able to effectively apply basic academic skills, high-order skills and professional skills required by employers on the job and placed greater importance to the intrinsic rewards than the extrinsic ones. Research limitations/implications This is an exploratory study and is designed as a foundation for future empirical studies. Further research could examine the dimensions of the work readiness concept in other geographic contexts and validate the scale measurement with larger samples. Originality/value The integration of scattered pieces of literature on graduates’ employability through the lenses of “work readiness” is a novel theoretical approach to explore the effectiveness of internship programs on employability prospects in the Greek context.

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.

Drivers of consumer-based brand equity: a two-country analysis of perceived brand origin and identity expressiveness

2020 ◽  
Vol 37 (2) ◽  
pp. 241-259 ◽  
Author(s):  
Eunjoo Cho ◽  
Jiyoung Hwang
Keyword(s):  
Brand Equity ◽  
Online Survey ◽  
Brand Management ◽  
Equation Modeling ◽  
Brand Associations ◽  
Chinese Consumers ◽  
Brand Love ◽  
Content Type ◽  
The Us ◽  
Affective Associations

PurposeThe purpose of this study is to investigate whether and how the effects of cognitive, sensory and affective brand associations on brand love (a core driver of brand loyalty) differ by perceived brand origin (domestic vs imported) and identity expressiveness (low vs high) in two different national contexts.Design/methodology/approachThe data for this study were collected through an online survey in the US and China. A total of 711 responses (n = 362 for the US, n = 349 for China) were used for data analysis. A multiple-group structural equation modeling was used to test the hypotheses.FindingsCognitive and sensory associations are significant drivers of US consumers' brand love while affective associations are important for Chinese consumers' brand love. Also, perceived brand origin and identity expressiveness moderate the three brand associations–brand love relationship. For US consumers, cognitive associations significantly influence brand love for both domestic and imported brands, but sensory associations are important for domestic brand love. For Chinese consumers, affective associations significantly influence brand love for both domestic and imported brands, but cognitive associations are important for imported brand love. The impacts of the three brand associations on brand love differ by the degree of identity expressiveness.Research limitations/implicationsThis empirical study offers important insights into the differing effects of perceived brand origin and identity expressiveness in enhancing brand love across cultures in order to establish strong international brand equity.Originality/valueThis study contributes to the scarce cross-cultural research on brand equity by testing the extended brand equity model. The findings provide more specific, meaningful insights into the role of perceived brand origin and identity expressiveness, leading to more effective international brand management.

Brand-specific transactional leadership: the effects of brand-building behaviors on employee-based brand equity in the insurance industry

Kybernetes ◽  
2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Morteza Maleki Minbashrazgah ◽  
Hooshmand Bagheri Garbollagh ◽  
Maryam Varmaghani
Keyword(s):  
Transactional Leadership ◽  
Brand Equity ◽  
Brand Management ◽  
Leadership Role ◽  
Equation Modeling ◽  
Statistical Population ◽  
New Approach ◽  
Content Type ◽  
Brand Building ◽  
The Impact

PurposeThe concept of employee-based brand equity (EBBE) has been the center of scholars' attention in the field of marketing and brand management. The brand is one of the most valuable intangible assets of any organization. This research is a novel step in examining the brand-specific transactional leadership role in implementing the new approach of brand-building behaviors (BBBs) and EBBE.Design/methodology/approachThe statistical population of the current study is employees of five major insurance companies in Semnan city of Iran. Using the classified random sampling method, 136 employees of these insurance firms were chosen. Likert-based questionnaires were used to collect data. Structural equation modeling (SEM) was used to analyze research data.FindingsFindings show that brand-specific transactional leadership affects participation and retention positively and significantly. Also, the variables of participation, in-role brand-building behavior (IRBBB) and retention, have a positive and significant effect on the EBBE. However, no significant relationship has been found between brand-specific transactional leadership and the IRBBB.Research limitations/implicationsThe study was bound by access to firms and managers' availability. On the other hand, this research is a cross-sectional study, and its data have been collected in a certain period of time, while longitudinal research can provide a richer result. Future research can benefit from the impact of brand-specific transactional leadership and brand evangelism.Practical implicationsWhen selecting brand leaders, manager training programs need to evaluate whether a candidate has brand-specific transactional leadership traits that will enhance the successful internalization of brand values and improve EBBE.Originality/valueBrand-specific transactional leadership increases employee responsibility and a greater desire to engage in citizenship behaviors. In addition, using partnerships to influence customer supportive behaviors creates a good image of the company and its services in the minds of customers. Also, this research is a novel step in examining the brand-specific transactional leadership role in implementing the new approach of BBBs and EBBE.

An assessment of place brand potential: familiarity, favourability and uniqueness

2016 ◽  
Vol 9 (3) ◽  
pp. 269-288 ◽  
Author(s):  
Chung-Shing Chan ◽  
Mike Peters ◽  
Lawal M. Marafa
Keyword(s):  
Brand Equity ◽  
Public Diplomacy ◽  
Brand Management ◽  
Place Branding ◽  
Three Dimensions ◽  
Research Directions ◽  
Content Type ◽  
Place Brand Equity ◽  
Management And Development ◽  
Place Brand

Purpose This paper aims to present an approach by which to assess the potential of branding a particular type of place resource or feature. Design/methodology/approach A review was conducted to analyse three key periodicals (Journal of Brand Management, Place Branding and Public Diplomacy and Journal of Place Management and Development) in the field of branding and place branding between 2000 and 2011. These three periodicals are recognized as the three leading periodicals of place branding, and they followed the clear establishment and development of the field of place branding. Findings Familiarity, favourability and uniqueness are the three dimensions that give a quick indication of the level of place brand equity, and in turn they represent the level of place brand potential. Research limitations/implications In the literature, brand potential is not well conceptualized. This paper identifies this knowledge gap through a review of place branding studies, and it closes the gap by connecting brand potential with place brand equity. Originality/value This paper suggests practical and research directions by which to study these three dimensions to generate valuable brands for places.

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