Antecedents and Outcomes of Employee Brand Knowledge: A Literature Review

Vita Nurul Fathya

Abstract

Various literature states that employee knowledge about brands is a major determinant of the success of the services provided by the organization. Therefore, employee knowledge about brands is important to understand, especially related to the antecedents and results of that knowledge. Although there have been studies that discuss employee knowledge about brands, antecedents, and results of employee knowledge about brands are still widespread in various studies. The purpose of this paper is to review the literature relating to employee knowledge about brands and propose a future research agenda related to this topic. The method is identifying previous literatures which investigated the topic. The findings show that there are several antecedents and the results of employee knowledge about brands that have been studied in the literature. This literature review concludes that future research can discuss various antecedents and results of employee knowledge about brands that have not been discussed in the research of the reviewed literature. 

Keywords

employee brand knowledge; antecedents and outcomes; literature review

Full Text:

PDF

References

Altaf, M., Sanuri Mohd Mokhtar, S., & Hasmini Abd Ghani, N. (2017). Employee critical psychological states as determinants of employee brand equity in banking: a multi-group analysis. Banks and Bank Systems, 12(3), 61-73. doi:10.21511/bbs.12(3).2017.05

Baker, T. L., Rapp, A., Meyer, T., & Mullins, R. (2014). The role of brand communications on front line service employee beliefs, behaviors, and performance. Journal of the Academy of Marketing Science, 42(6), 642-657. doi:10.1007/s11747-014-0376-7

Biedenbach, G., & Manzhynski, S. (2016). Internal branding and sustainability: investigating perceptions of employees. Journal of Product & Brand Management, 25(3), 296-306. doi:10.1108/jpbm-06-2015-0913

Boukis, A., & Christodoulides, G. (2018). Investigating Key Antecedents and Outcomes of Employee-based Brand Equity. European Management Review. doi:10.1111/emre.12327

Boukis, A., Gounaris, S., & Lings, I. (2017). Internal market orientation determinants of employee brand enactment. Journal of Services Marketing, 31(7), 690-703. doi:10.1108/jsm-07-2016-0272

Dechawatanapaisal, D. (2019). Internal branding and employees’ brand outcomes: do generational differences and organizational tenure matter? Industrial and Commercial Training, 51(4), 209-227. doi:10.1108/ict-10-2018-0089

Du Preez, R., Bendixen, M., & Abratt, R. (2017). The behavioral consequences of internal brand management among frontline employees. Journal of Product & Brand Management, 26(3), 251-261. doi:10.1108/jpbm-09-2016-1325

Garas, S. R. R., Mahran, A. F. A., & Mohamed, H. M. H. (2018). Internal corporate branding impact on employees’ brand supporting behaviour. Journal of Product & Brand Management, 27(1), 79-95. doi:10.1108/jpbm-03-2016-1112

King, C. (2010). “One size doesn't fit allâ€: Tourism and hospitality employees' response to internal brand management. International Journal of Contemporary Hospitality Management, 22(4), 517-534. doi:10.1108/09596111011042721

King, C., So, K. K. F., & Grace, D. (2013). The influence of service brand orientation on hotel employees’ attitude and behaviors in China. International Journal of Hospitality Management, 34, 172-180. doi:10.1016/j.ijhm.2013.03.004

Löhndorf, B., & Diamantopoulos, A. (2014). Internal Branding. Journal of Service Research, 17(3), 310-325. doi:10.1177/1094670514522098

Matthiesen, I. M., & Phau, I. (2010). Brand image inconsistencies of luxury fashion brands. Journal of Fashion Marketing and Management: An International Journal, 14(2), 202-218. doi:10.1108/13612021011046066

Morokane, P., Chiba, M., & Kleyn, N. (2016). Drivers of employee propensity to endorse their corporate brand. Journal of Brand Management, 23(1), 55-66. doi:10.1057/bm.2015.47

Natarajan, T., Periaiya, S., Balasubramaniam, S. A., & Srinivasan, T. (2017). Identification and analysis of employee branding typology using fuzzy c-means clustering. Benchmarking: An International Journal, 24(5), 1253-1268. doi:10.1108/bij-01-2016-0010

Ngo, L. V., Nguyen, N. P., Huynh, K. T., Gregory, G., & Cuong, P. H. (2019). Converting internal brand knowledge into employee performance. Journal of Product & Brand Management, ahead-of-print(ahead-of-print). doi:10.1108/jpbm-10-2018-2068

Nguyen, L. T. V., Lu, V. N., Hill, S. R., & Conduit, J. (2019). The mediating role of brand knowledge on employees’ brand citizenship behaviour: Does organizational tenure matter? Australasian Marketing Journal (AMJ), 27(3), 169-178. doi:10.1016/j.ausmj.2019.04.003

Piehler, R. (2018). Employees’ brand understanding, brand commitment, and brand citizenship behaviour: a closer look at the relationships among construct dimensions. Journal of Brand Management, 25(3), 217-234. doi:10.1057/s41262-018-0099-z

Sangtani, V., & Murshed, F. (2017). Product knowledge and salesperson performance: rethinking the role of optimism. Marketing Intelligence & Planning, 35(6), 724-739. doi:10.1108/mip-11-2016-0199

Shaari, H., Salleh, S. M., & Hussin, Z. (2012). Relationship between brand knowledge and brand rewards, and employees' brand citizenship behavior: The mediating roles of brand commitment. Int. J. Bus. Soc. International Journal of Business and Society, 13(3), 335-354.

Shaari, H., Salleh, Salniza Md., Hussin, Zolkafli. (2012). Relationship between Brand Knowledge and Brand Rewards, and Employees’ Brand Citizenship Behavior: The Mediating Roles of Brand Commitment. International Journal of Business and Society, 13(3), 335-354.

Shoaib, M., Salniza Md, S., & Maha Mohammed, Y. (2019). The Role of Brand Knowledge in Explaining Relationship between Brand-Centered Communications and Brand Commitment: Evidence from Public Banks Pakistan. Journal of Distribution Science, 17(1), 33-45. doi:10.15722/jds.17.1.201901.33

Terglav, K., KoneÄnik Ruzzier, M., & KaÅ¡e, R. (2016). Internal branding process: Exploring the role of mediators in top management's leadership–commitment relationship. International Journal of Hospitality Management, 54, 1-11. doi:10.1016/j.ijhm.2015.12.007

Xiong, L., King, C., & Piehler, R. (2013). “That's not my jobâ€: Exploring the employee perspective in the development of brand ambassadors. International Journal of Hospitality Management, 35, 348-359. doi:10.1016/j.ijhm.2013.07.009

Xiong, L., So, K. K. F., Wu, L., & King, C. (2019). Speaking up because it’s my brand: Examining employee brand psychological ownership and voice behavior in hospitality organizations. International Journal of Hospitality Management, 83, 274-282. doi:10.1016/j.ijhm.2018.11.006

View Counter: Abstract - 341 and PDF - 435

Refbacks

  • There are currently no refbacks.


Bookmark and Share