Managing employee attention and internal branding

Gordon Liu, Wai Wai Ko and Chris Chapleo

Journal of Business Research, 2017, vol. 79, issue C, 1-11

Abstract: We extend the marketing literature on internal branding by developing a theoretical framework to explain the processes whereby brand orientation affects in- and extra-role employee brand-building behavior from the theoretical perspective of the attention-based view. The results of a survey of 314 UK-based nonprofit organizations show that brand orientation leads to the development of internal branding mechanisms, which in turn fosters in-role employee brand-building behaviors. We also find that internal branding mechanisms mediate the effects of brand orientation on extra-role employee brand-building behavior, as there exists an inverted U-shaped relationship between internal branding mechanisms and extra-role employee brand-building behaviors. Furthermore, our result shows that the inverted U-shaped relationship between internal branding mechanisms and extra-role employee brand-building behaviors flips to a concave upward curve when strong interfunctional communications exist.

Keywords: Internal branding; Brand orientation; Employee brand-building behaviors; Attention-based view; Inter-functional communications; Nonprofit organizations (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (14)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:79:y:2017:i:c:p:1-11

DOI: 10.1016/j.jbusres.2017.05.021

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