Effects of brand management culture on employee behaviors: the mediating roles of brand identification and perceived organizational performance

Sojeong Kim () and Jarim Kim ()
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Sojeong Kim: Yonsei University
Jarim Kim: Yonsei University

Journal of Brand Management, 2025, vol. 32, issue 5, No 1, 365-384

Abstract: Abstract This study investigates the impact of brand management culture on employee behaviors. Using a survey with 413 full-time employees in Korea, our research examines how and through what processes brand management culture affects employee behaviors. The results indicate that brand management culture significantly impacts brand identification (β = .645, p

Keywords: Brand management culture; Employee behavior; Brand identification; Perceived organizational performance (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1057/s41262-025-00388-x

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