Internal brand management, brand understanding, employee brand commitment, and brand citizenship behavior: a meta-analysis

Mona Afshardoost, Mohammad Sadegh Eshaghi, Jana Lay-Hwa Bowden*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

13 Citations (Scopus)

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 languageEnglish
Pages (from-to)983-1011
Number of pages29
JournalJournal of Strategic Marketing
Volume31
Issue number5
Early online date31 Dec 2021
DOIs
Publication statusPublished - 4 Jul 2023

Keywords

  • brand citizenship behavior
  • brand understanding
  • employee brand commitment
  • internal brand management
  • internal branding
  • Meta-analysis

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