Drivers of employee propensity to endorse their corporate brand

Pride Morokane, Manoj Chiba and Nicola Kleyn
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Nicola Kleyn: Gordon Institute of Business Science

Journal of Brand Management, 2016, vol. 23, issue 1, No 6, 55-66

Abstract: Abstract Employees play an important role in building corporate brand equity both at their places of work and in their interactions with friends and family. The purpose of this study was to test the relative roles of brand knowledge and engagement of employees in predicting their propensity to endorse their organisation’s brand to friends and family. An e-mail survey was administered to employees of a large South African retail and merchant bank. Result of a moderated regression confirmed that, not only do both employee engagement and brand knowledge play an important in predicting their likelihood to endorse their brand, but that employee engagement moderates the relationship between employees’ brand knowledge and their propensity to endorse. We discuss the relevance of our findings, not only to scholars interested in the role played by employees in building corporate brand equity, but also for brand and human resources managers.

Keywords: employee endorsement; internal branding; employee engagement (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (9)

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DOI: 10.1057/bm.2015.47

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