The Effects of Internal Branding on Employee Brand Commitment: In Case of University of Gondar, Ethiopia

2018 ◽  
Author(s):  
Gashaw Tibebe ◽  
Bekalu Wale ◽  
Koppala Venugopal
Keyword(s):  
Brand Commitment ◽  
Internal Branding

The role of leadership and communication in internal city branding

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rico Piehler ◽  
Ayla Roessler ◽  
Christoph Burmann
Keyword(s):  
Corporate Branding ◽  
Brand Management ◽  
Equation Modeling ◽  
Brand Commitment ◽  
City Branding ◽  
Brand Communication ◽  
Internal Branding ◽  
Content Type ◽  
City Brand ◽  
The City

Purpose This study aims to investigate the brand-oriented leadership of a city’s mayor and city online brand communication as brand management-related antecedents of residents’ city brand commitment. It thus examines if city brand managers can apply internal branding concepts from the corporate branding domain in a city branding context. Design/methodology/approach The relationships between the brand management-related antecedents and the internal city branding (ICB) objective are tested through structural equation modeling using cross-sectional survey data of 414 residents of a German city. Findings Both the brand-oriented leadership of the mayor in terms of acting as a role model by living the city brand and its identity and by showing commitment to the brand and the city’s online brand communication in terms of its quality have positive effects on residents’ city brand commitment. Moderation analyses reveal no significant differences between the path estimates for age, place of birth, duration of residency and education. However, the results differ significantly for gender. Research limitations/implications As this study’s sample is limited to only one city in Germany, further research needs to investigate the relationships in different cities and other countries to ensure the generalizability of the results. Future studies might also include other aspects of city brand communication, as well as cognitive and behavioural ICB objectives. Practical implications To increase residents’ city brand commitment, city brand managers should ensure that a city’s online brand communication is adequate, complete, credible, useful and clear. Furthermore, through creating awareness for the importance of a mayor’s brand-oriented leadership and through educating and training the mayor to engage in this specific form of brand-oriented transformational leadership, city brand managers can increase residents’ emotional attachment with the city brand. Originality/value This study integrates internal branding research from the corporate branding domain with place and city branding research. It confirms that certain aspects of internal branding (i.e. brand-oriented leadership, brand communication and brand commitment) are applicable not only in the corporate branding domain but also in other branding contexts such as city branding if adapted properly.

scholarly journals Building Employee Brand Equity to influence Organization Attractiveness and Firm Performance

2017 ◽  
Vol 12 (2) ◽  
pp. 207 ◽  
Author(s):  
Neerja Kashive ◽  
Vandana Tandon Khanna
Keyword(s):  
Firm Performance ◽  
Brand Equity ◽  
Brand Commitment ◽  
Organizational Attractiveness ◽  
Internal Branding

This paper explores the various dimension of Internal Branding like training, orientation and briefing and Brand supporting behavior (like brand allegiance, brand endorsement and brand citizen behaviour).It further explores impact of Internal branding (IB), Brand commitment (BC) and Brand supporting behavior BSB) on Organization attractiveness (OA) and Firm Performance (FP). The study shows that Internal Branding (IB), Brand commitment (BC) and brand supporting behavior (BSB) impact Organizational attractiveness. While Internal Branding (IB), Brand commitment (BC) and brand supporting behavior (BSB) do not impact directly firm performance, but organizational attractiveness do have significant impact on perception of firm performance among employees.

scholarly journals Employee Commitment Matters for CSR Practice, Reputation and Corporate Brand Performance—European Model

2020 ◽  
Vol 12 (3) ◽  
pp. 940 ◽  
Author(s):  
Wioleta Kucharska
Keyword(s):  
Social Responsibility ◽  
Employee Commitment ◽  
Brand Commitment ◽  
Brand Performance ◽  
Corporate Brand ◽  
Internal Branding ◽  
Brand Reputation ◽  
The People ◽  
Corporate Social Responsibility Practice ◽  
High Level

So far, there have been no studies that explore how employee brand commitment moderates CSR practice outcomes. Employee brand commitment is often claimed as a focal input and output of the CSR. So, it means that it shapes CSR conditions. Then, it is a moderator. This study aims to verify it. Besides, commitment exists in many forms and can be achieved in many ways. Hence the question, if employees are committed to the brand, then how does it affect the outcomes of social responsibility practices such as corporate reputation or brand performance? This study analyzed a sample of 282 cases from the construction industry in Europe, using SPSS Amos and the PROCESS macro, to reveal the strong alignment of an excellent level of all three: CSR practice, corporate brand reputation, employee brand commitment. Still, it also shows that the high level of CSR practice may leverage corporate brand reputation even though employees are not brand committed. It exposes how meaningful the excellent level of CSR practice is. Moreover, the study also reveals that the lack of employee brand commitment may jeopardize reputation. So, the simplest way to achieve sustainability of brand performance is to keep employee brand commitment and CSR practice at the highest possible level to secure corporate brand reputation, which is a strong mediator between CSR practice and brand performance. The people are the company. So, in light of the study findings, it is clear that the future of corporate brands is in employees’ hands. Thus, companies should focus on improving employee commitment to achieve better corporate social responsibility practice outcomes. Moreover, the findings in this study present evidence supporting the importance of internal branding. This is the first study that has explored how employee brand commitment moderates CSR outcomes in a national context.

scholarly journals Impact of Internal Branding (IB), Brand Commitment (BC) and Brand Supporting Behavior (BSB) on Organizational Attractiveness (OA) and Firm Performance(FP)

2017 ◽  
Vol 7 (2) ◽  
pp. 155
Author(s):  
Neerja Kashive ◽  
Vandana Tandon Khanna
Keyword(s):  
Firm Performance ◽  
Brand Commitment ◽  
Organizational Attractiveness ◽  
Internal Branding

This paper explores the various dimension of Internal Branding like training, orientation and briefing and its impact on Brand commitment and Brand supporting behavior (like brand allegiance, brand endorsement and brand citizen behaviour).The study shows that training, orientation and briefing of Internal Branding (IB) does impact Brand commitment(BC) and brand supporting behavior(BSB). Internal Branding impact both organizational attractiveness and Firm performance while brand commitment only impact organizational attractiveness. With respect to brand supporting behaviour, brand citizen behaviour (BCB) and brand allegiance (BA) impact Organization attractiveness, while brand citizen behaviour (BCB) and brand endorsement (BE) impact firm performance.

scholarly journals Internal branding at university: Do tenure and job security matter?

2020 ◽  
Author(s):  
Marta Retamosa ◽  
Ángel Millán ◽  
Juan Antonio García ◽  
María Millán
Keyword(s):  
Significant Relationship ◽  
Service Providers ◽  
Job Security ◽  
Brand Commitment ◽  
Managerial Implication ◽  
Internal Branding ◽  
Service Companies ◽  
Brand Promise ◽  
Business Practitioners ◽  
Employee Tenure

Universities, as educational service providers, must pay attention to their employees who are pivotal in delivering and communicating brand promise and service quality to the stakeholders. While branding initiatives most frequently focus on external stakeholders, internal branding efforts establish systems/processes and consequent employees’ behaviour that are consistent with external branding efforts. With a sample of 753 faculty members and researchers from a Spanish public University, the study aims to establish if employee tenure and job security have a significant relationship with employees’ brand commitment and employees’ brand supporting behaviour. An analysis of variance was carried out for testing the hypothesis. Differences were found according to tenure in employees’ brand commitment while job security did not impact significantly on employees’ brand commitment. In addition, a positive and significant relationship were found between employees’ brand supporting behaviour and tenure, but not for job security. For business practitioners, this research state that it is essential for service companies, such as universities, to use differing approaches to employees according to their organisational tenure as an important managerial implication.

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

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Asha Binu Raj
Keyword(s):  
Transformational Leadership ◽  
Structural Equation ◽  
Integrative Model ◽  
Equation Modeling ◽  
Brand Commitment ◽  
Telecommunication Sector ◽  
Cross Sectional ◽  
Internal Branding ◽  
Continuance Commitment ◽  
Content Type

PurposeThe purpose of this paper is to examine the relationship between internal branding (IB) and employees' brand commitment and analyze how transformational leadership (TFL) moderates this relationship.Design/methodology/approachData were collected through structured questionnaires from 394 employees in Indian telecommunication sector. The hypotheses and conceptual model were tested by structural equation modeling (SEM), using Statistical Package for Social Sciences (SPSS) and Analysis of Moment Structures (AMOS).FindingsThe results suggest that employees' brand commitment is higher when organizations implement IB supported by transformational leaders. Results also indicate that impact of IB on affective commitment (AC) and normative commitment (NC) is greater than its impact on continuance commitment (CC).Research limitations/implicationsConsistent with the brand commitment dimensions, the findings present an empirically tested comprehensive and integrative model of IB moderated by TFL. This study provides scholars a deeper understanding of relationship among IB, employee's commitment and TFL. Though multicollinearity is addressed, presence of cross-sectional data is a limitation in the study.Practical implicationsThe study would help practicing managers to gain a new perspective to manage their internal brand mechanisms through TFL style by stimulating change among employees and create emotionally committed brand advocates.Originality/valueThis paper suggests an empirically validated framework of IB tested for moderation effect by TFL. It adds value to literature by reinforcing the effect of IB employees' AC and NC, especially among customer contact employees who represent brand during customer service delivery in telecommunication sector.

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