Impact of Internal Brand Management on Brand Performance: An Empirical Investigation of Fashion Brand

Aslam, Madiha; Gillani, Syed Hussain Mustafa; Usman, Muhammad; Amjad, Fiza; Baig, Sajjad Ahmad

doi:10.1080/10496491.2022.2143993

Cited by 2 publications

(2 citation statements)

References 70 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…After favorable evaluation, they consider the specific brand as the identity of their own retail business. Additionally, the behavior of employees also generates brand identity (Aslam et al, 2023), which further attracts stakeholders, and stakeholders get attached to the brand (Helmi, Bridson, & Cassidy, 2020) because they consider the brand as their selfidentity. We argued that, to guard this identity, they get themselves involved in such activities which are in favor of the brand.…”

Section: Ebcb and Bvccmentioning

confidence: 99%

“…Moreover, retailers got attached to those employees who provide them with brand-related services and extra services as well (Badrinarayanan & Sierra, 2018). Additionally, the behavior of employees also generates brand identity (Aslam et al, 2023), which further attracts stakeholders, and stakeholders get attached to the brand (Helmi, Bridson, & Cassidy, 2020) because they consider the brand as their self-identity. As a result, identity-relevant attachment develops between stakeholders and the brand.…”

Section: Brand Attachment As a Mediator Between Ebcb And Bvccmentioning

confidence: 99%

See 1 more Smart Citation

Retailers-Led Brand Value Co-Creation Behaviors: An Intervening Analysis

Luqman

2023

JDSS

View full text Add to dashboard Cite

There has been ample research on brand value co-creation (BVCC), but majorly it involved only one stakeholder (i.e., customers) as the source of co-creation. This paper aims to study employees' brand citizenship behaviors (EBCB) with retailers' brand value co-creation behaviors with a mediation mechanism of brand attachment in the FMCG sector. Scales were adapted from previous studies to measure EBCB, brand attachment, retailer-led feedback, retailer-led advocacy, and retailer-led helping. Data were collected through selfadministered questionnaires, and PLS-SEM was used to analyze a sample of 189 salespersons and retailers. The findings support the complimentary partial mediation role of brand attachment in fostering retailers' BVCC behaviors by EBCB. This study offers comprehensive insights into employees' behaviors in cultivating retailers' co-creation behaviors. Firms and marketers may benefit by focusing on the behaviors of their employees, especially sales employees who frequently visit retail stores.

show abstract

Section: Ebcb and Bvccmentioning

confidence: 99%

Section: Brand Attachment As a Mediator Between Ebcb And Bvccmentioning

confidence: 99%