THE RELATIONSHIP BETWEEN INTERNAL BRAND MANAGEMENT WITH BRAND TRUST, BRAND CITIZENSHIP BEHAVIOR, AND INTENTION TO STAY

This paper attempts to provide an understanding of employee behavior among gen Y known as millennial workers in banking industry. This study provides insights into how internal brand management, brand commitment, job satisfaction shape brand trust, brand citizenship behavior, and intention to stay. Data were collected from 635 employees of public banking in Indonesia. Structural equation modeling (SEM) was used to test the model and the hypotheses. Findings reveal that internal brand management has a significant effect on brand commitment and job satisfaction. This study also found that brand commitment has strong impact on brand trust and brand citizenship behavior. Then, job satisfaction has significant effect on brand citizenship behavior intention to stay. The distinct of this study is the integration of brand commitment and job satisfaction for its effect on brand trust, brand citizenship behavior, and intention to stay of employees as well providing empirical support for their relationship within the context of banking industry.

Personality Congruence Among Brands, Recruiters, and Applicants During the Anticipatory Socialization Process

Drawing on congruence theory, this study aims to examine the impact of internal brand management, perceived level of job opportunities, and their interaction effects on job applicants during the anticipatory socialization process in the hospitality industry. Data were collected from students and job seekers in the hospitality industry with qualitative (focus group interview) and quantitative approaches (2 × 2 and 2 × 2 × 2 between-subjects quasi-experimental design). The findings indicate that recruiters who receive internal brand management have a positive impact on applicants’ congruence perception toward the brand. Furthermore, this effect becomes stronger when candidates perceive employment opportunities as abundant, which increases job attraction and job pursuit intentions.

Measuring the Contributions of Sources of Employee-Based Brand Equity to the Market Performance of Deposit Money Banks in Nigeria

The study attempts to measure the contributions of sources of employee-based brand equity (EBBE) to the market performance of deposit money banks (DMBs) in Nigeria. A quantitative approach using self-administered questionnaires was adopted. Empirical data was drawn from 360 respondents (182 employees and 178 customers) in the six (6) geo-political zones in Nigeria. Structural Equation Modelling was used to analyse the hypothesized paths/relationships. The study found that out of the three sources of EBBE, brand commitment was the strongest predictor of overall EBBE. It also found that out of the three market performance indicators, customers’ intention to pay a price premium was the most dependent on EBBE sources. In relation to employees/customers relationship, this paper provides evidence for issues of potential research and managerial interest. Practically, the study findings will help brand managers, other marketing practitioners and indeed marketing scholars to develop effective internal brand management strategies with a view to implementing them profitably.

Impact of External Communication on Internal Brand Management Outcomes Using Employees as a Second Audience: A Comparative Analysis of Manufacturing and Service Sectors of Pakistan

This study investigated the effect of External Brand Communications on internal brand management practices using brand commitment and brand understanding as factors determining the phenomenon and subsequently analyzing the effect of both internal and external factors on brand citizenship behavior. A sample size of 300 respondents was selected from manufacturing and service oriented companies and the effects were analyzed using Structural Equation Modeling. It was found that there is significant and positive influence of brand understanding in determination of brand citizenship behavior and reflected mediating role of external communication congruence. Furthermore, it has also found that internal brand management practices are more evident in case of manufacturing firm i.e. a reputed Biscuits Manufacturing Company as compare to financial firm i.e. a renowned Private Limited Bank. It reveals necessity of work required in case of Private Limited Bank to work on external communication practices and integrate it with internal brand management practices to increase its role in determination of employee behavior and their role in propagating brand image as second audience.