Abstract
This study examines the interrelationships between internal brand management (IBM), brand understanding (BU), employee brand commitment (EBC), and brand citizenship behavior (BCB) by synthesizing existing empirical results via a meta-analysis. In addition, the moderating effects of country and industry contexts on these interrelationships are also investigated. The findings from 38 studies were used within the meta-analysis. The results demonstrate that IBM plays a significant role in predicting both EBC and BCB. Among all dimensions of IBM, brand communication was found to be the most crucial factor in predicting EBC, followed by brand-oriented leadership. Of the different dimensions of IBM, brand-oriented leadership has the greatest impact on BCB. Brand-centered HRM had a modest impact on both EBC and BCB. In addition, BU had the highest impact on BCB.
Original language | English |
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Pages (from-to) | 983-1011 |
Number of pages | 29 |
Journal | Journal of Strategic Marketing |
Volume | 31 |
Issue number | 5 |
Early online date | 31 Dec 2021 |
DOIs | |
Publication status | Published - 4 Jul 2023 |
Keywords
- brand citizenship behavior
- brand understanding
- employee brand commitment
- internal brand management
- internal branding
- Meta-analysis