Employees’ Brand Knowledge for Heightening Brand Endorsement in the Service Industry

Khan Tahsina, Khaled Amin Md. (), Nahar Rezbin, Ramayah Thurasamy and Hassan Farheen
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Khan Tahsina: Bangladesh University of Professionals (BUP), Dhaka, Bangladesh.
Khaled Amin Md.: American International University-Bangladesh, Dhaka, Bangladesh.
Nahar Rezbin: American International University-Bangladesh, Dhaka, Bangladesh.
Ramayah Thurasamy: Universiti Sains Malaysia, Penang, Malaysia.
Hassan Farheen: American International University-Bangladesh, Dhaka, Bangladesh.

Zagreb International Review of Economics and Business, 2025, vol. 28, issue 1, 75-102

Abstract: The study envisages outlining determinants that heighten brand knowledge and endorsement among the employees of service-oriented organizations in Bangladesh. The study incorporated a structured and self-administered questionnaire, including items compiled from prior research, to record responses from 112 employees chosen from conveniently selected eleven service-oriented companies in Bangladesh. Furthermore, the responses were analyzed using a standard SEM simulator named SAMRT PLS 3.3.2. The study confirmed the positive impact of the variables: internal communication, management support, and teamwork on the formation of ‘Brand Knowledge’; furthermore, the variable, namely ‘Brand Knowledge,’ had been confirmed as the predictor of ‘Brand Endorsement’. The study can function as the leaders’ primordial guidelines in accelerating the formation of Brand Knowledge and Brand Endorsement within the organization. Future research can be undertaken to gauge the impact of ‘income’ and ‘experience’ in intensifying the association relating to ‘Brand Knowledge’ and ‘Brand Endorsement’ within the organizational setting.

Keywords: Brand Knowledge; Brand Endorsement; Internal Branding; Management Support (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:zirebs:v:28:y:2025:i:1:p:75-102:n:1004

DOI: 10.2478/zireb-2025-0004

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