The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour

Rico Piehler*, Ceridwyn King, Christoph Burmann, Lina Xiong

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

57 Citations (Scopus)

Abstract

Purpose – This study aims to develop comprehensive definitions, conceptualizations and measures of four internal brand management (IBM) outcomes, namely, brand understanding, brand identification, brand commitment and brand citizenship behaviour (BCB). In doing so, it also aims to propose a model, which considers the relationships across these outcomes.

Design/methodology/approach – Data were collected via an online survey of 375 employees who work in service organizations, sourced from an Australian, Web-based market research list.

Findings – In addition to the indirect effect of brand understanding on BCB via affective IBM outcomes (i.e. brand identification and brand commitment), the study exposes a direct effect of brand understanding on BCB. Therefore, the study shows that BCB is affected by cognitive and affective antecedents.

Research limitations/implications – Because this study focuses on IBM outcomes, future studies could propose and test relevant antecedents and moderators. As the empirical basis of this study comes primarily from the tourism and hospitality industry in one domestic market, the study should be replicated in other industries and countries to ensure the generalizability of the identified relationships.

Practical implications – This study not only delivers IBM outcome measures but also empirically validates that employees’ understanding of the brand is a foundation for affective and behavioural IBM outcomes. Therefore, managers, especially in service organizations, should provide sufficient IBM practices to enable such brand understanding.

Originality/value - This study contributes to IBM literature by developing comprehensive definitions, conceptualizations and measures of four important IBM outcomes. This study is the first to include brand understanding, brand identification, brand commitment and BCB simultaneously.
Original languageEnglish
Pages (from-to)1575-1601
Number of pages27
JournalEuropean Journal of Marketing
Volume50
Issue number9/10
DOIs
Publication statusPublished - Sep 2016
Externally publishedYes

Keywords

  • Brand identification
  • Employees
  • Brand commitment
  • Internal brand management
  • Brand citizenship behaviour
  • Brand understanding

Fingerprint

Dive into the research topics of 'The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour'. Together they form a unique fingerprint.

Cite this