119593 20230519145528.0 doi 10.1108/IJBM-12-2020-0608 sideral 126848 ART-2021-126848 eng Bravo R. Universidad de Zaragoza (orcid)0000-0003-4038-1840 Effects of internal brand knowledge dissemination on the employee 2021 Access copy available to the general public Unrestricted Purpose: This study aims to examine the internal brand knowledge dissemination process in the banking sector and its effects on employees. Specifically, it focuses on the key roles of employee identification with both the organization and with the customer as antecedents of behaviors supportive of the brand, i.e. employee citizenship behaviors and recommendation behaviors. Design/methodology/approach: An empirical study was carried out in a major Spanish bank. Data gathered from a survey of 315 employees were analyzed through structural equation modeling. Findings: The results showed that employees'' perceptions of brand value congruence are key in explaining their identification with both the organization and with the customer. However, the employees'' perceptions of the brand''s authenticity explained only their recommendations of the bank as a good place to work. Originality/value: These findings contribute to the advance in the current knowledge of the role of variables such as brand authenticity and employee–customer identification in internal brand management. From a managerial viewpoint, the results provide insights into the importance of employees'' perceptions and attitudes when it comes to brand knowledge dissemination. © 2021, Emerald Publishing Limited. info:eu-repo/grantAgreement/ES/DGA-FSE/Building Europe from Aragon info:eu-repo/grantAgreement/ES/DGA/S54-20R-GENERES Group info:eu-repo/grantAgreement/ES/MINECO-FEDER/ECO2017-82103-P info:eu-repo/semantics/openAccess by-nc-nd http://creativecommons.org/licenses/by-nc-nd/3.0/es/ 5.083 2021 BUSINESS 76 / 155 = 0.49 2021 Q2 T2 0.886 2021 Marketing 2021 Q2 7.3 2021 info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion Pina J.M. Universidad de Zaragoza (orcid)0000-0002-3422-4542 Tirado B. 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 39, 7 (2021), 1273-1291 Int. j. bank mark. International journal of bank marketing 0265-2323 444239 http://zaguan.unizar.es/record/119593/files/texto_completo.pdf Postprint 881936 http://zaguan.unizar.es/record/119593/files/texto_completo.jpg?subformat=icon icon Postprint oai:zaguan.unizar.es:119593 articulos driver 2023-05-18-15:28:37 ARTICLE