Internal branding, employees' brand commitment and moderation role of transformational leadership: an empirical study in Indian telecommunication context

Raj, Asha Binu

doi:10.1108/apjba-04-2021-0175

Cited by 11 publications

(6 citation statements)

References 83 publications

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“…Thus, the commitment of these employees is purely externally driven. In fact, the previous research showed no significant impact of internal branding on continuance OC (Binu Raj, 2021). Therefore, an uncertain job market with a high unemployment rate, along with temporary and performance-based contracts, can explain these behavior patterns.…”

Section: Discussionmentioning

confidence: 80%

“…Most research on OC applied a variable-centered approach that emphasizes relationships between these individual commitment mindsets and various drivers or job-related consequences, such as internal branding, trust, satisfaction, well-being, etc. (Allen, 2016;Binu Raj, 2021;Taing et al, 2011)using Statistical Package for Social Sciences (SPSS. Additionally, scholars and practitioners have focused on person-centered analytic techniques that group employees with homogeneous OC types into the same profile (Kam et al, 2016;Meyer et al, 2019;Stanley et al, 2013).…”

Section: Introductionmentioning

confidence: 99%

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How can organizational social capital contribute to commitment profiles: evidence from Pakistani financial firms

Volkova¹,

Shahzad²,

Чикер³

et al. 2022

ОргПси

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Purpose. This study aims to extend the knowledge on the relationship between organizational social capital (OSC), characterized by information sharing, trust, and shared vision within the company and organizational commitment, by testing the impact OSC on OC constructed as a series of latent profiles. Methodology. The data were collected from 585 employees working for two Pakistani financial services firms regulated by the Pakistani State Central Bank and analyzed via confirmatory factor analysis, latent profile analysis and multinomial logistic regression. Findings. Results revealed six latent profiles of organizational commitment among staff members. Weakly committed employees were mostly those whose careers plateaued. Highly committed workers were divided into two groups, lack of job alternatives serving as a dissimilarity indicator. OSC affects the development of commitment profiles in different ways. Information sharing and shared vision in the firm positively predict membership in more desirable commitment profiles, while trust is critical only for moderately and highly committed employees. Implications for practice. The study provides empirical evidence concerning how managers can foster desirable commitment profiles through the development of OSC dimensions in non-Western organizational settings. Value of the results. This study extends social capital theory and its cross-cultural studies by demonstrating new relationships between commitment profiles and the dimensions of OSC. The findings highlight the importance of separating continuance commitment into high sacrifices and the perceived lack of job alternatives in developing countries.

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Section: Discussionmentioning

confidence: 80%

Section: Introductionmentioning

confidence: 99%

How can organizational social capital contribute to commitment profiles: evidence from Pakistani financial firms

Volkova¹,

Shahzad²,

Чикер³

et al. 2022

ОргПси

View full text Add to dashboard Cite

show abstract

“… Jeon and Yoo (2021) also found that customer affective commitment plays a constructive role in strengthening the relationship between product perceived value and customer-based brand equity. Binu Raj (2021) concluded that perceived value significantly impacts customer engagement, and affective commitment and affective commitment facilitate the relationship among the customer of the hotel industry. Similarly, Slack et al (2020) also revealed that brands consider commitment as an internal brand strength that can induce brand equity.…”

Section: Discussionmentioning

confidence: 99%

Impact of Perceived Product Value on Customer-Based Brand Equity: Marx’s Theory – Value-Based Perspective

Ye¹,

Yin²,

Gao³

2022

Front. Psychol.

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Management research is allocating energies to seek ways to improve organizational performance. Branding has become a significant phenomenon that academicians and scholars have studied. Improving the brand’s overall equity requires strategies that the brand managers must implement. Based on Marx’s theory, the present study attempts to determine the role of product perceived value on customer-based brand equity, brand resonance and customer affective commitment, respectively. Moreover, this study also tries to determine the mediating roles of brand resonance and customer affective commitment in the relationship between product perceived value and customer-based brand equity, respectively. For this purpose, the data were gathered from 310 customers of branding products in China. The present study applied partial least square structural equation modeling for empirical analyses using Smart PLS software. The present study’s findings acknowledge that product perceived value did not directly influence customer-based brand equity. However, results confirmed that product perceived value positively influences brand resonance and customer affective commitment. Furthermore, the outcomes of the present study also concluded that both brand resonance and affective commitment played a mediating role between product perceived value and customer-based brand equity, respectively. Theoretically, the study contributed to the literature by examining the influence of product perceived value on customer-based brand equity. The study also enriched the literature by providing key findings related to the mediating roles of brand resonance and customer affective commitment. Practically, the study is beneficial for the brands and they can enhance product perceived value by improving product design, effectively communicating product benefits, and executing effective promotional strategies.

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“…Employee brand internalization guarantees that employees have a thorough understanding of brands and a strong commitment to them, which reflects cognitive and emotive pathways to EBBE ( Maleki Minbashrazgah et al, 2021 ). Employees will encourage pro-brand activities after they acknowledge the organization’s aims and values ( Binu Raj, 2021 ). The more a company’s ideas and principles of service are internalized, the more consistently and successfully employees will execute as a result ( Sonmez Cakir and Adiguzel, 2022 ).…”

Section: Discussionmentioning

confidence: 99%

Characterizing Brand Knowledge and Identification as Predictors of Consumer-Based Brand Equity: Mediating Role of Employee-Based Brand Equity

2022

Front. Psychol.

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Branding has been a key factor for the software houses, mainly customers’ expectations for a predicted product and real-time experience. The identity and knowledge of brands set a certain set of expectations in the mind of the consumers and the organization’s employees. This study mainly investigates the effects of brand identity and brand knowledge on the employee-based brand equity (EBBE) and consumer-based brand equity (CBBE). Further, it examined the mediating role of EBBE among these variables. To complete this empirical study, a quantitative survey was conducted using a 30-item survey method to collect data from 243 respondents from China’s software houses. The participants were selected based on purposive sampling. Results show that brand identity and brand knowledge are the main constituents of EBBE, which significantly predicts the CBBE. The study highlights the importance of employees in building overall brand equity. Training and brand promotion activities would help the organizations build a brand identity that positively contributes to the EBBE. Further, brand identity and brand knowledge are needed to improve the human capital, engagement of employees, and their emotional affiliations with the organizations, ultimately making the brand equity of employees stronger.

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Internal branding, employees' brand commitment and moderation role of transformational leadership: an empirical study in Indian telecommunication context

Cited by 11 publications

References 83 publications

How can organizational social capital contribute to commitment profiles: evidence from Pakistani financial firms

How can organizational social capital contribute to commitment profiles: evidence from Pakistani financial firms

Impact of Perceived Product Value on Customer-Based Brand Equity: Marx’s Theory – Value-Based Perspective

Characterizing Brand Knowledge and Identification as Predictors of Consumer-Based Brand Equity: Mediating Role of Employee-Based Brand Equity

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