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  • Internal brand communication for transforming employees into brand champions : the role of knowledge and value congruence = Interna komunikacija marke za transformaciju zaposlenika u šampione marke : uloga znanja i podudaranja vrijednosti
    Konečnik Ruzzier, Maja ; Terglav, Katja ; Kaše, Robert, 1978-
    Purpose – This paper highlights the importance of em- ployees and the internal branding process in building and sustaining powerful brands. Specifically, we explore the impact of internal brand ... communication on employ- ee brand commitment. By including employee brand knowledge and employee-brand fit as mediators, orga- nizations develop a more comprehensive understanding of how to enhance the affective brand commitment of their employees. Design/Methodology/Approach – A total of 226 em- ployees of an international hotel chain participated in the study. Employee data were collected with a ques- tionnaire and analyzed by applying structural equation modeling. Findings and implications – The results imply that what matters is not only the direct influence on employee commitment. Rather, by continuously enriching employ ee cognition and enhancing employee brand value con- gruence, organizations can achieve higher levels of af- fective brand commitment and, in turn, better customer service. The paper provides several practical implications for managers regarding how to manage communication and other internal branding efforts in their organizations, thus empowering employees and transforming them into brand champions. Limitations – Data on internal brand communication could also be collected from top management and direct supervisors to complement employee perspectives on internal branding. Originality/value – The inclusion of internal brand com- munication and employee brand knowledge in the in- ternal branding process has led to more comprehensive understanding of how to enhance affective brand com- mitment of employees.
    Vir: Tržište : časopis za tržišnu teoriju i praksu : znanstveni polugodišnji časopis = Market : review for marketing theory and practice : scientific semi-annual journal. - ISSN 0353-4790 (Vol. 33, spec. iss., 2021, str. 9-27)
    Vrsta gradiva - članek, sestavni del ; neleposlovje za odrasle
    Leto - 2021
    Jezik - angleški
    COBISS.SI-ID - 90288131

    Povezava(-e):

    Repozitorij Univerze v Ljubljani – RUL
    DOI

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