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 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 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.

Effects of perceived brand authenticity in health functional food consumers

2019 ◽  
Vol 122 (2) ◽  
pp. 617-634
Author(s):  
Jisun Lee ◽  
Lana Chung
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Management ◽  
Equation Modeling ◽  
Brand Commitment ◽  
Brand Trust ◽  
Content Type ◽  
Brand Authenticity ◽  
Brand Relationship ◽  
The Impact

Purpose The purpose of this paper is to empirically analyze how brand authenticity (BA) as perceived by consumers who take health functional foods (HFF) strengthen the brand relationship quality (BRQ) and positively affects brand loyalty. Design/methodology/approach The five sub-dimensions of BA perceived by HFF consumers, elicited through a focus group interview, were conceptualized as a second-order reflective construct. To identify the influences of the sub-dimensions of BA on each construct of the BRQ and the influence on brand loyalty though mediating BRQ, an empirical analysis was done using partial least squares-based structural equation modeling. Findings All the sub-dimensions of BA positively affect each of the BRQ s (brand satisfaction, brand trust and brand commitment) excepting product authenticity on brand commitment, and originality on brand trust. The impact of BA positively affects brand loyalty by mediating brand relationship qualities. Originality/value It is found that BA is an important antecedent for forming BRQ with consumers in the HFF industry, in which building trust with consumers is important. BA is an important factor in brand management of HFF.

scholarly journals Examining the Relationship among Brand Commitment, Brand Trust, and Brand Citizenship Behavior in the Service Industry

Revista CEA ◽  
2020 ◽  
Vol 6 (11) ◽  
pp. 13-23
Author(s):  
Nurina Putri Handayani ◽  
Aldrin Herwany
Keyword(s):  
Structural Equation ◽  
Banking Sector ◽  
Service Industry ◽  
Citizenship Behavior ◽  
Brand Commitment ◽  
Sustainable Competitive Advantage ◽  
Brand Trust ◽  
Private Banks ◽  
Brand Citizenship Behavior ◽  
Private Banking

Brands are strategic prerequisites that help organizations to generate more value for customers and sustainable competitive advantage among competitors. Employee behavior is crucial for brand success because the service provided by employees is located in the interface between brand commitment and brand delivery. As a result, an increasing number of banks is encouraging their employees to be more competitive and improve the efficacy and stability of the banking sector. The main objective of this work is to investigate the relationships among brand commitment, brand trust, and brand citizenship behavior in private banks. The data were collected from 249 respondents from private banking companies in Indonesia. Structural equation modelling was used to test research hypotheses, and a highly reliable and valid model was developed. The findings indicate that brand commitment has a positive effect on brand citizenship behavior, while brand trust is not a predictor of brand citizenship behavior. Furthermore, there is a correlation between brand commitment and brand trust. These findings provide useful insight and suggestions for managers in the banking sector.

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.

What makes a brand citizen in the restaurant industry?

2019 ◽  
Vol 47 (10) ◽  
pp. 1-11
Author(s):  
Ling Xiang ◽  
Yi-Chun Yang
Keyword(s):  
Structural Equation ◽  
Profit Sharing ◽  
Restaurant Industry ◽  
Psychological Ownership ◽  
Citizenship Behavior ◽  
Equation Modeling ◽  
Corporate Management ◽  
Frontline Employees ◽  
Modeling Analysis ◽  
Brand Citizenship Behavior

We proposed a framework comprising the 3 dimensions of formal ownership practices (profit sharing, participation in decision making, and access to business information) that influence brand psychological ownership, thereby facilitating brand citizenship behavior. Data were collected from 342 frontline employees in restaurants in Taiwan. The results of structural equation modeling analysis showed that the 3 dimensions of formal ownership practices were all strong predictors of brand psychological ownership, which enhanced brand citizenship behavior. Also, brand psychological ownership was an effective mediator in the relationship between formal ownership practices and brand citizenship behavior. If employees are to demonstrate positive brand behavior, that is, brand citizenship behavior, it is necessary for organizations to generate employees’ positive brand awareness, that is, brand psychological ownership, which plays a cross-level intermediary role between corporate management and brand citizenship behavior.

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