Internal corporate branding impact on employees’ brand supporting behaviour

2018 ◽  
Vol 27 (1) ◽  
pp. 79-95 ◽  
Author(s):  
Sally Raouf Ragheb Garas ◽  
Amira Fouad Ahmed Mahran ◽  
Hassan Mohamed Hussein Mohamed
Keyword(s):  
Structural Equation ◽  
Affective Commitment ◽  
Role Clarity ◽  
Internal Branding ◽  
Continuance Commitment ◽  
Content Type ◽  
Marketing Orientation ◽  
Bank Employees ◽  
The Impact ◽  
Practical Implications

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.

Intrapreneurial behaviour: the role of organizational commitment

2017 ◽  
Vol 13 (3) ◽  
pp. 243-256 ◽  
Author(s):  
Muhammad Farrukh ◽  
Wei Ying Chong ◽  
Shaheen Mansori ◽  
Sara Ravan Ramzani
Keyword(s):  
Organizational Commitment ◽  
Empirical Study ◽  
Structural Equation ◽  
Affective Commitment ◽  
Capital City ◽  
Continuance Commitment ◽  
Content Type ◽  
The Public ◽  
The Impact

Purpose The purpose of this paper is to shed light on the impact of organizational commitment (OC) on the intrapreneurial behaviour of the employees in higher educational institutes (HEIs) of Pakistan. Design/methodology/approach This paper opted the empirical study using the survey approach. Structural equation modelling was used to analyse the questionnaires completed the Deans/Head of Schools, professors and associate professors of the 20 public HEIs of Pakistan located in the capital city, Islamabad. In total, 500 structured questionnaires were sent to the Deans/Head of Schools, professors and associate professors. A total of 306 responses were received. Findings Affective commitment (AC) and normative commitment (NC) has a positive and significant impact on the intrapreneurial behaviour while continuance commitment (CC) is negatively associated with the same behaviour. Originality/value This empirical study will contribute to the theoretical knowledge on intrapreneurship and OC in the public sector HEIs, which has been neglected in entrepreneurship research.

Leveraging customer benevolence for resilience: a supplier perspective

2019 ◽  
Vol 49 (7) ◽  
pp. 727-748 ◽  
Author(s):  
Anto Verghese ◽  
Xenophon Koufteros ◽  
Baofeng Huo
Keyword(s):  
Survey Data ◽  
Design Methodology ◽  
Affective Commitment ◽  
Relationship Commitment ◽  
Explanatory Role ◽  
Continuance Commitment ◽  
Content Type ◽  
The Impact ◽  
Practical Implications

PurposeWith more than half of customer-experienced disruptions attributed to first-tier suppliers, supplier resilience (SRES) is fundamental to the resilience of the supply chain. However, little is known about the relational aspects that engender SRES, from the purview of the supplier. The purpose of this paper is to examine the explanatory role of suppliers’ relationship commitment dimensions (i.e. affective and continuance), which may foster SRES through customer benevolence. Moreover, the impact of customer benevolence on SRES is examined considering varying levels of industry dynamism.Design/methodology/approachSurvey data from 207 manufacturing firms are utilized to test the hypotheses taking potential endogeneity issues into consideration.FindingsAffective and continuance commitment induce customer benevolence, which furthers SRES. Specifically, affective commitment is the most potent approach to induce customer benevolence, while the dampening effect of industry dynamism is more palpable at the higher levels of industry dynamism.Research limitations/implicationsThis study did not account for specific disruption types and the contingent effects of power asymmetry.Practical implicationsThis study empirically demonstrates that suppliers can leverage customer benevolence via relationship commitment to achieve SRES. However, the efficacy of customer benevolence to engender SRES is limited to environments not characterized by high levels of industry dynamism.Originality/valueThis paper highlights the role of relational mechanisms in achieving resilience from the purview of a supplier using survey data.

Leadership credibility and change success: mediating role of commitment to change

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Noufou Ouedraogo ◽  
Michel Zaitouni ◽  
Mohammed Laid Ouakouak
Keyword(s):  
Structural Equation ◽  
Affective Commitment ◽  
Employee Commitment ◽  
Organisational Change ◽  
Normative Commitment ◽  
Commitment To Change ◽  
Continuance Commitment ◽  
Content Type ◽  
Negative Effect

PurposeThe purpose of this study is to investigate the effects of leadership credibility on employees' behaviours and attitudes towards organisational change through the lens of employee commitment to change.Design/methodology/approachThe authors conducted a quantitative study in which 239 participants from diverse organisations participated.FindingsUsing structural equation modelling techniques, the results reveal that leadership credibility has a positive effect on both affective and normative commitment to change but a negative effect on continuance commitment to change. The authors also report that change success is positively impacted by affective commitment to change and negatively impacted by continuance commitment to change but is not significantly affected by normative commitment to change.Research limitations/implicationsThus, the authors contribute to closing a knowledge gap in change management theory while making practical recommendations for leading people during times of organisational transition.Originality/valueThis study sheds light on the role of leadership credibility and employee commitment during organisational change.

“Actions speak louder than words”: an impact of service recovery antecedents on customer delight in quick-service restaurants

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Durgesh Agnihotri ◽  
Kushagra Kulshreshtha ◽  
Vikas Tripathi ◽  
Pallavi Chaturvedi
Keyword(s):  
Social Media ◽  
Customer Satisfaction ◽  
Structural Equation ◽  
Service Recovery ◽  
Equation Modeling ◽  
Role Clarity ◽  
Content Type ◽  
Customer Delight ◽  
Quick Service ◽  
The Impact

PurposeThe purpose of this study is to conceptualize and analyze a framework that provides greater understanding toward the impact of service recovery antecedents such as role clarity, customer service orientation, employee empowerment and employee relational behavior on customer satisfaction and customer delight in the context of quick-service restaurants (QSRs).Design/methodology/approachA self-administered questionnaire was distributed to 408 participants who had experienced service recovery efforts by leading QSRs on social media. The current paper draws upon the prevailing literature to test a series of research hypotheses through structural equation modeling.FindingsThe findings of the study have confirmed that antecedents of service recovery are good to describe customer satisfaction and customer delight in the setting of QSRs. Besides, the study provides an understanding on how monetary compensation moderates the relationship between customer delight and customer satisfaction.Practical implicationsThis study carries an understanding on how frontline employees must operate in a non-conventional and innovative way to resolve customers' issues and show commitment with truthfulness to provide excellent services to make customers feel delightful.Originality/valueThis is a unique study to understand the role of service recovery antecedents to describe customer satisfaction and customer delight in the social media environment. In addition, the results support the possibilities of implementing prompt service recovery efforts using social media.

The model of HRM-trust-commitment relationships

2015 ◽  
Vol 115 (8) ◽  
pp. 1457-1480 ◽  
Author(s):  
Dagmara Lewicka ◽  
Katarzyna Krot
Keyword(s):  
Structural Equation ◽  
Affective Commitment ◽  
Content Type ◽  
Calculative Commitment ◽  
Starting Point ◽  
Research Findings ◽  
Organisational Trust ◽  
The Impact ◽  
The Relationship

Purpose – It is worth focusing on the examination of factors influencing the quality of the work environment. The purpose of this paper is to verify the influence of the HRM system and organisational trust on employee commitment. Design/methodology/approach – The survey was conducted in Poland among 370 employees in organisations from two sectors of the economy: services and industry. The verification of the theoretical model was performed based on structural equation modelling. Findings – Research findings made it possible to successfully verify the model of the relationship between the HRM system (practices, process), organisational trust and commitment. The starting point for trust in an organisation followed by commitment is the HRM system. It seems that the impact of the HRM process on creating organisational trust is higher. Research findings have also confirmed a relationship between each type of organisational trust and calculative commitment based on benefits, which is a strong determinant of affective commitment. Organisational trust is, therefore, an intermediary factor because the organisation must build trust in employees first before they become affectively committed. Originality/value – Current studies have not examined the issue of a mutual relationship between three constructs: perceived HRM practices and process, organisational trust and commitment. What is more, previous research was confined to the constructs analysed holistically without considering their complexity (different types of trust and commitment). In addition, the authors attempted to enrich Allen and Mayer’s (1991) model with a new aspect of the commitment – calculative, which is linked to the benefits received by employees. The authors also identified the mediating influence of the trust and calculative commitment onto the affective commitment.

Traveler loyalty and its antecedents in the hotel industry

2019 ◽  
Vol 31 (1) ◽  
pp. 474-495 ◽  
Author(s):  
Heesup Han ◽  
Kiattipoom Kiatkawsin ◽  
Wansoo Kim
Keyword(s):  
Structural Equation ◽  
Equation Modeling ◽  
Emotional Experiences ◽  
Continuance Commitment ◽  
Content Type ◽  
Guest Satisfaction ◽  
Loyalty Intentions ◽  
The Impact ◽  
Metric Invariance

PurposeThe purpose of this paper is to examine the intricate associations among the performance of ambient atmospherics, emotional experiences, overall image and guest satisfaction and test the influence of these relationships on loyalty intentions by considering the moderating impact of continuance commitment in the upscale hotel context.Design/methodology/approachA field survey was conducted to collect the data. A quantitative approach was used for data analysis. Structural equation modeling and a test for metric invariance were used to identify the impact of study variables.FindingsThe results of this paper indicated that the hypothesized relationships were in general significant, that the proposed theoretical framework satisfactorily predicted guests’ intentions to be loyal and that the role of satisfaction among study constructs was prominent. Findings from the test for metric invariance also showed that continuance commitment significantly affected the associations among emotional experiences, satisfaction and loyalty intentions. Moreover, emotional experiences, overall hotel image and guest satisfaction were found to play a significant mediating role in generating loyalty intentions.Practical implicationsThe findings of this paper inform hotel practitioners of the clear role of atmospherics, emotional experiences, image, satisfaction and continuous commitment in building loyalty. In addition, these findings can help hotel practitioners and researchers invent thorough and strategic methods for loyalty enhancement.Originality/valueThe existing hotel literature has provided a limited view regarding the impact of these research variables. The present paper filled this research gap through the successfully development of a robust framework for hotel guest loyalty.

Employee engagement and commitment to two Australian autism employment programs: associations with workload and perceived supervisor support

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jennifer R. Spoor ◽  
Rebecca L. Flower ◽  
Simon M. Bury ◽  
Darren Hedley
Keyword(s):  
Employee Engagement ◽  
Affective Commitment ◽  
Organizational Context ◽  
Supervisor Support ◽  
Continuance Commitment ◽  
Content Type ◽  
Perceived Supervisor Support ◽  
Perceived Workload ◽  
Employment Programs ◽  
The Impact

PurposeAlthough there is growing academic and business interest in autism employment programs, few studies have examined employee (manager and coworker) attitudes toward these programs. The purpose of this study is to examine the impact of workload changes (a job demand) and perceived supervisor support (a job resource) on commitment to the program and employee engagement more broadly.Design/methodology/approachA total of 229 employees from two Australian public sector organizations completed a survey about the autism employment program in their organization.FindingsPerceived workload increases were associated with lower affective commitment and higher continuance commitment to the program. Perceived supervisor support was associated with higher affective commitment to the program and employee engagement, but lower continuance commitment to the program. Perceived supervisor support moderated the effect of workload increase on employee engagement, but not in the expected direction.Originality/valueThis research helps to fill a gap in the autism employment literature by focusing on commitment toward autism employment programs among existing employees. The research helps to provide a more complete and nuanced view of these programs within their broader organizational context.

Technopreneurship intention among nonbusiness students: a quantitative assessment

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Bahadur Ali Soomro ◽  
Naimatullah Shah
Keyword(s):  
Structural Equation ◽  
Design Methodology ◽  
Quantitative Assessment ◽  
Predictive Power ◽  
New Venture ◽  
Equation Modeling ◽  
Survey Questionnaire ◽  
Content Type ◽  
The Impact ◽  
Practical Implications

PurposeThe present study attempts to identify the predictive power of technopreneurial-related activities (TRAs), technopreneurial self-efficacy (TSE) and technopreneurial motivation (TM) on technopreneurial intention (TE) among the nonbusiness students.Design/methodology/approachA conceptual framework is developed for investigation. A quantitative approach is adopted for this research, and the data are collected from the 282 students of the different public sector universities with a survey questionnaire. The application of structural equation modeling (SEM) is applied to investigate the impact of TRAs, TSE and TM on TE.FindingsThe results of SEM found a positive and significant impact of TRAs, TSE and TM on TE among the nonbusiness students of Pakistan.Practical implicationsThe study would be beneficial for the planners and policymakers of universities to improve modes of technopreneurship. The findings may encourage the students to develop strong beliefs, abilities and skills to start a new venture. The literature of entrepreneurship and technopreneurship may further enrich with empirical evidence of the present study.Originality/valueThe study would make technopreneurs able to deal with society's challenges.

Impacts of consumers’ perceived risks in eco-design packaging on food wastage behaviors

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tian Zeng
Keyword(s):  
Perceived Risk ◽  
Structural Equation ◽  
Equation Modeling ◽  
Knowledge Gap ◽  
Content Type ◽  
Perceived Risks ◽  
Health Consciousness ◽  
The Impact ◽  
Practical Implications ◽  
Food Wastage

PurposePackaging links products to consumers by delivering messages to promote healthy food consumption and reduce wastage. However, studies point to a knowledge gap and skepticism among consumers regarding the impact of eco-design packaging on food wastage reduction. To demystify this skepticism and fill the knowledge gap, this study aims to examine consumers’ perceived risks in eco-design packaging and their impact on consumer food wastage.Design/methodology/approachA survey was conducted to identify consumer-perceived risks in eco-design packaging and explain whether, and why, some dimensions of perceived risk are more influential on consumer food wastage decisions.FindingsConsumers are prevented by financial, physical, functional, temporal and social factors from adopting eco-design packaging. Through structural equation modeling, we find consumer perceived risks in eco-design packaging influence their food wastage decisions through health consciousness and environmental awareness.Practical implicationsThis study provides practical suggestions for packaging manufacturers, the food industry and policymakers.Originality/valueDrawing on the perceived risk theory, this research highlights that the impacts of consumer-perceived risks differ, depending on the dimensions considered in their food wastage decision.

scholarly journals Hospitality branding in emerging economies: an Indian perspective

2019 ◽  
Vol 5 (1) ◽  
pp. 22-34 ◽  
Author(s):  
Shivam Rai ◽  
Jogendra Kumar Nayak
Keyword(s):  
Emerging Economies ◽  
Structural Equation ◽  
Affective Commitment ◽  
Perceived Quality ◽  
Equation Modeling ◽  
Brand Trust ◽  
Content Type ◽  
Branding Strategies ◽  
Brand Advocacy ◽  
The Impact

Purpose Travel and tourism is an imperative economic activity in most countries around the world. The industry has momentous indirect and induced impacts apart from its direct economic impact. The purpose of this paper is to test the applicability of brand interaction and perceived quality theory in the formation of brand trust, and the impact of affective commitment and brand trust toward advocacy intentions in the context of the Indian hospitality industry. This study also examines how emotional, and experiential hospitality brand relationship with the consumers can be developed in the emerging economies. Design/methodology/approach A total of 430 respondents participated in the study. Empirical evidence from depth interviews and data were garnered into a conceptual model. The proposed model was tested using structural equation modeling. Findings The findings reveal that perceived quality and brand interaction forms brand trust and trust is the key factor in establishing emotional (affective) commitment between the customer and the hospitality brand. The study also suggests that emotional commitment in customers help them in becoming brand advocates. The findings of the research will help hospitality brand strategists in developing successful branding strategies. Research limitations/implications This research examines the advantage of customers’ relationship and their meaningful brand connections in the hospitality context. The study establishes a relationship among antecedents of trust, trust and commitment which can lead toward brand advocacy. Originality/value The findings provide insight for hospitality brand managers in developing effective branding strategies for their organizations. This study inspects the advantages of cultivating meaningful brand connections and relationships with consumers in the Indian hospitality sector.

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