Tiền tố và kết quả của sự gắn kết của nhân viên với  thương hiệu công ty

Tài Kiều Anh; Hoàn Trần Khải

doi:10.24311/jabes/2020.31.12.4

Authors

Tài Kiều Anh Trường Đại học Mở TP. Hồ Chí Minh Author
Hoàn Trần Khải Trường Đại học Mở TP. Hồ Chí Minh Author

DOI:

https://doi.org/10.24311/jabes/2020.31.12.4

Keywords:

Brand engagement, Internal branding, Brand communication, Brand leadership, Corporate brand

Abstract

This research aims to investigate the impact of internal branding dimensions on employee-corporate brand engagement, and ultimately employee loyalty, brand-related positive word-of-mouth, and work performance. The survey was conducted with frontline employees of service firms in Ho Chi Minh City. After being screened, the usable data including 300 samples were analyzed using the PLS-SEM method. Results revealed that two of three internal branding dimensions, which are brand communication and brand leadership, affect positively and significantly employee-corporate brand engagement. Findings also showed that employee-corporate brand engagement influences positively and significantly employee loyalty, corporate brand-related positive word-of-mouth, and work performance.

References

Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York, NY: The Free Press.

Ambler, T., & Barrow, S. (1996). The employer brand. Journal of Brand Management, 4(3),

185–206.

Anderson, E. W. (1998). Customer satisfaction and word of mouth. Journal of Service Research, 1(1), 5–17.

Backhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9(5), 501–517.

Balaji, M. S., Roy, S. K., & Sadeque, S. (2016). Antecedents and consequences of university brand identification. Journal of Business Research, 69(8), 3023–3032.

Bettencourt, L. A., Gwinner, K. P., & Meuter, M. L. (2001). A comparison of attitude, personality, and knowledge predictors of service-oriented organizational citizenship behaviors. Journal of Applied Psychology, 86(1), 29–41.

Blau, P. M. (1964). Exchange and Power in Social Life. New York: Wiley.

Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271.

Buil, I., Catalán, S., & Martínez, E. (2016a). The importance of corporate brand identity in business management: An application to the UK banking sector. Business Research Quarterly, 19(1),

3–12.

Buil, I., Martínez, E., & Matute, J. (2016b). From internal brand management to organizational citizenship behaviours: Evidence from frontline employees in the hotel industry. Tourism Management, 57, 256–271.

Burmann, C., Zeplin, S., & Riley, N. (2009). Key determinants of internal brand management success: An exploratory empirical analysis. Journal of Brand Management, 16(4), 264–284.

Cervellon, M.-C., & Lirio, P. (2017). When employees don’t ‘like’ their employers on social media. MIT Sloan Management Review, 58(2), 63–70.

de Chernatony, L. (1999). Brand management through narrowing the gap between brand identity and brand reputation. Journal of Marketing Management, 15(1–3), 157–179.

Du Preez, R., & Bendixen, M. T. (2015). The impact of internal brand management on employee job satisfaction, brand commitment and intention to stay. International Journal of Bank Marketing, 33(1), 78–91.

Garas, S. R. R., Mahran, A. F. A., & Mohamed, H. M. H. (2018). Internal corporate branding impact on employees’ brand supporting behaviour. Journal of Product & Brand Management, 27(1),

79–95.

Gremler, D. D., & Brown, S. W. (1999). The loyalty ripple effect: Appreciating the full value of customers. International Journal of Service Industry Management, 10(3), 271–293.

Ha, N. M., Luan, N. V., & Trung, N. M. (2021). Employer attractiveness: Measurement scale development and validation. HCMC Open University Journal of Science, 11(1), 3–18.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7th ed.). Upper Saddle River, NJ: Prentice Hall.

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24.

Hollebeek, L. D. (2011). Exploring customer brand engagement: Definition and themes. Journal of Strategic Marketing, 19(7), 555–573.

Hollebeek, L. D., Conduit, J., & Brodie, R. J. (2016). Strategic drivers, anticipated and unanticipated outcomes of customer engagement. Journal of Marketing Management, 32(5–6), 393–398.

Joseph, A., Gupta, S., Wang, Y., & Schoefer, K. (2021). Corporate rebranding: An internal perspective. Journal of Business Research, 130, 709–723.

Kieu, T. A., & Le, T. D. (2018). Are socially impressed brands loveable?. In J. Choi & J. Kim (Eds.), 2018 Global Marketing Conference Proceedings (26–29 July 2018, Tokyo, Japan)

(pp. 1441–1445).

King, C., & Grace, D. (2010). Building and measuring employee‐based brand equity. European Journal of Marketing, 44(7/8), 938–971.

Kumar, V., & Pansari, A. (2014). The construct, measurement, and impact of employee engagement: A marketing perspective. Customer Needs and Solutions, 1(1), 52–67.

Kumar, V., & Pansari, A. (2016). Competitive advantage through engagement. Journal of Marketing Research, 53(4), 497–514.

Lee, Y.-K., Kim, S., & Kim, S. Y. (2014). The impact of internal branding on employee engagement and outcome variables in the hotel industry. Asia Pacific Journal of Tourism Research, 19(12), 1359–1380.

McDonald, M. H. B., de Chernatony, L., & Harris, F. (2001). Corporate marketing and service brands ‐ Moving beyond the fast‐moving consumer goods model. European Journal of Marketing, 35(3/4), 335–352.

Morokane, P., Chiba, M., & Kleyn, N. (2016). Drivers of employee propensity to endorse their corporate brand. Journal of Brand Management, 23(1), 55–66.

Nguyen, L. T. V., Lu, V. N., Hill, S. R., & Conduit, J. (2019). The mediating role of brand knowledge on employees’ brand citizenship behaviour: does organizational tenure matter?. Australasian Marketing Journal, 27(3), 169–178.

Oliver, R. L. (1999). Whence consumer loyalty?. Journal of Marketing, 63(4), 33–44.

Piehler, R. (2018). Employees’ brand understanding, brand commitment, and brand citizenship behaviour: A closer look at the relationships among construct dimensions. Journal of Brand Management, 25(3), 217–234.

Punjaisri, K., & Wilson, A. (2011). Internal branding process: Key mechanisms, outcomes and moderating factors. European Journal of Marketing, 45(9/10), 1521–1537.

Roy, S. K., Gruner, R. L., & Guo, J. (2020). Exploring customer experience, commitment, and engagement behaviours. Journal of Strategic Marketing, 1–24.

Sakka, G., & Ahammad, M. F. (2020). Unpacking the relationship between employee brand ambassadorship and employee social media usage through employee wellbeing in workplace: A theoretical contribution. Journal of Business Research, 119, 354–363.

Saks, A. M. (2006). Antecedents and consequences of employee engagement. Journal of Managerial Psychology, 21(7), 600–619.

Schaufeli, W. B., & Bakker, A. B. (2004). Job demands, job resources, and their relationship with burnout and engagement: A multi-sample study. Journal of Organizational Behavior, 25(3),

293–315.

So, K. K. F., King, C., & Sparks, B. (2014). Customer engagement with tourism brands: Scale development and validation. Journal of Hospitality & Tourism Research, 38(3), 304–329.

Sweeney, J. C., Soutar, G. N., & Mazzarol, T. (2012). Word of mouth: Measuring the power of individual messages. European Journal of Marketing, 46(1/2), 237–257.

Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory & Practice, 20(2), 122–146.