Managing employee attention and internal branding

Authors: Chapleo, C., Liu, G. and Ko, W.

http://eprints.bournemouth.ac.uk/29276/

Journal: Journal of business research

Volume: 79

Pages: 1-11

Publisher: Elsevier BV

ISSN: 0148-2963

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.

This source preferred by Chris Chapleo

This data was imported from Web of Science (Lite):

Authors: Liu, G., Ko, W.W. and Chapleo, C.

http://eprints.bournemouth.ac.uk/29276/

Journal: JOURNAL OF BUSINESS RESEARCH

Volume: 79

Pages: 1-11

eISSN: 1873-7978

ISSN: 0148-2963

DOI: 10.1016/j.jbusres.2017.05.021

The data on this page was last updated at 04:42 on September 22, 2017.