Effects of internal brand knowledge dissemination on the employee

Bravo R. (Universidad de Zaragoza) ; Pina J.M. (Universidad de Zaragoza) ; Tirado B.

Resumen: 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.

Idioma: Inglés

DOI: 10.1108/IJBM-12-2020-0608

Año: 2021

Publicado en: International journal of bank marketing 39, 7 (2021), 1273-1291
ISSN: 0265-2323

Factor impacto JCR: 5.083 (2021)

Categ. JCR: BUSINESS rank: 76 / 155 = 0.49 (2021) - Q2 - T2

Factor impacto CITESCORE: 7.3 - Business, Management and Accounting (Q1)

Factor impacto SCIMAGO: 0.886 - Marketing (Q2)

Financiación: info:eu-repo/grantAgreement/ES/DGA-FSE/Building Europe from Aragon
Financiación: info:eu-repo/grantAgreement/ES/DGA/S54-20R-GENERES Group
Financiación: info:eu-repo/grantAgreement/ES/MINECO-FEDER/ECO2017-82103-P

Tipo y forma: Article (PostPrint)

Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)