“That’s my job” Exploring the effect of brand empowerment towards employee brand equity: Mediating role of employee critical psychological states
Keywordsemployee brand equity
brand psychological ownership
employee brand understanding
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AbstractPurpose – Based on the recent call to uncover the dynamics of employee psychological states in branding, i.e. employee brand understanding and brand psychological ownership, this study aims to investigate the relationship between brand empowerment, employee psychological states, and their outcome i.e. employee brand equity. Moreover, the study tried to investigate the mediating role of employee psychological states, i.e. employee brand understanding and brand psychological ownership, in the relationship between brand empowerment and employee brand equity. Design/methodology/approach –The survey method was adopted to collect the data from the respondents from public sector banks. Data were collected from 374 employees working in the banking sector using the proportionate stratified random sampling technique. Findings –The results of this study confirm the positive relationship between brand empowerment, employee psychological states, i.e. employee brand understanding and brand psychological ownership, and employee brand equity. Furthermore, employees’ psychological states play a mediating role in the relationship between brand empowerment and employee brand equity, as illustrated in job characteristics theory. Past studies in branding literature have revolved around employees’ psychological states and their impact on personal outcomes, i.e. employee brand equity. Originality/value – Based on the recent call to explore the dynamics of employee psychological states, this study tries to dig deeper into the theory by investigating the link between brand empowerment and employee brand equity.
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Impact of Differentiated Customer Service, Brand Trust, Brand Commitment, and Brand Salience on Brand AdvocacyHassan, Muhammad; Rafi, Arslan; Kazmi, Syed Sibtain (İlhan ÖZTÜRK, 2016-06-01)The purpose of this study is to extensively identify the impact of variables that tend to make the customers into advocates. Today companies have to focus on customers more frequently and consistently than they focus on advertisements and promotions because of competitive market. This study will help the brands to focus on what actually a consumer wants and why making advocates is necessary. In order to justify the developed hypotheses, young males and females from the population of the universities and offices of Islamabad are selected and convenience sampling has been used to gather data of the age group between 18-32 years who are more conscious about brands and want to share the knowledge of their favorite brands. Results shows that the variables like customer service, trust in brand developed through its quality products, brand salience significantly impact on turning customers into advocates. However, commitment with a brand is not always necessary as customers more often seeks variety and desire to try newer and newer brands. Results show that Brand Love moderates the relationship among Differentiated Customer Service, brand salience, and Brand Advocacy but there is an insignificant moderating impact was found between brand commitment and brand advocacy. Our research was limited to the area of Islamabad Pakistan with a less and specific time frame and respondents. More extensive study could be done in future including other cities and industries.
Measuring Brand Image Perception and Changes in Brand Image Perception wth Brand Concept Maps - Capturing Strength, Uniqueness and Favourability of Brand Associations in Different ContextsHEC ULg [research center]; Brandt, Céline (2009-05-26)Recently, authors have emphasized the differences between brand images held by different individuals depending on the perception, the experience with the brand and the types of contacts with the company. This finding is in sharp contrast with the conventional view recommending consistency and coherence in all the company’s actions. This research tradition has been called the consumer-focused view. Therefore, the author emphasized several academic motivations to develop research on brand image measurement on a consumer level. First, considering that different images are socially constructed constellations of meanings, established between marketers and consumers, with implications for both parties as well as for the marketplace and society at large, this phenomenon raises new issues in managing brand image: Should the company define segments with different brand perceptions and adapt its strategy to these perceptions, how can the city council satisfy the different stakeholders of a city brand, to what extent does the launch of a junior brand influence the perception of a senior brand with a similar name, to what extent do opinion leaders and antibrand activists influence the perception of a corporate brand. Second, there is a need for a process-oriented methodology, namely one that recognizes changes in brand images due to all the influences in the marketplace, to measure the brand perception and capture any change in the brand perception that is due to external factors, namely factors that are not decided by the company. Third, considering the link between brand image and brand equity, the method should focus on the contribution of attributes to brand equity, capturing the strengths, uniqueness and the favourability of these associations. And fourth, regarding the varied natures of brand attributes (functional, emotional, people, ethics, etc) depending on the type of brand (product brand, service brand, city brand and corporate brand), this technique to assess brand image perception should be applicable to all kinds of brands. As a result, the overall objective of this research is to provide profound insight into a measurement method of brand image perception and changes in brand image perception, capturing the strengths, uniqueness and favorability of brand attributes in different contexts, as a consequence of the new consumer focused and process-oriented views.
Do Customer Perceptions of Corporate Services Brand Ethicality Improve Brand Equity?:Considering the Roles of Brand Heritage, Brand Image, and Recognition BenefitsIglesias, Oriol; Markovic, Stefan; Singh, Jatinder Jit; Sierra, Vicenta (2019-01)In order to be competitive in an era of ethical consumerism, brands are facing an ever-increasing pressure to integrate ethical values into their identities and to display their ethical commitment at a corporate level. Nevertheless, studies that relate business ethics to corporate brands are either theoretical or have predominantly been developed empirically in goods contexts. This is surprising, because corporate brands are more relevant in services settings, given the nature of services (i.e., intangible, heterogeneous, inseparable and perishable), and the fact that services settings comprise a greater number of customer–brand interactions and touch points than goods contexts. Accordingly, the purpose of this article is to empirically examine the effects of customer perceived ethicality of corporate brands that operate in the services sector. Based on data collected for eight service categories using a panel of 2179 customers, the hypothesized structural model is tested using path analysis. The generalizability theory is applied to test for measurement equivalence between these categories. The results of the hypothesized model show that, in addition to a direct impact, customer perceived ethicality has a positive and indirect impact on brand equity, through the mediators of recognition benefits and brand image. Moreover, brand heritage negatively influences the impact of customer perceived ethicality on brand image. The main implication is that managers need to be aware of the need to reinforce brand image and recognition benefits, as this can facilitate the translation of customer perceived ethicality into brand equity.