Effects of internal brand knowledge dissemination on the employee

PurposeThis study aims to examine the internal brand knowledge dissemination process in the banking sector and its effects on employees. Specifically, it focuses on the key roles of employee identification with both the organization and with the customer as antecedents of behaviors supportive of the...

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Bibliographic Details
Published in:International journal of bank marketing 2021-10, Vol.39 (7), p.1273-1291
Main Authors: Bravo, Rafael, Pina, José Miguel, Tirado, Beatriz
Format: Article
Language:English
Subjects:
Authenticity
Bank marketing
Banking industry
Banks
Brand identification
Brand management
Customers
Employees
Identification
Knowledge
Marketing
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Summary:PurposeThis study aims to examine the internal brand knowledge dissemination process in the banking sector and its effects on employees. Specifically, it focuses on the key roles of employee identification with both the organization and with the customer as antecedents of behaviors supportive of the brand, i.e. employee citizenship behaviors and recommendation behaviors.Design/methodology/approachAn empirical study was carried out in a major Spanish bank. Data gathered from a survey of 315 employees were analyzed through structural equation modeling.FindingsThe results showed that employees' perceptions of brand value congruence are key in explaining their identification with both the organization and with the customer. However, the employees' perceptions of the brand's authenticity explained only their recommendations of the bank as a good place to work.Originality/valueThese findings contribute to the advance in the current knowledge of the role of variables such as brand authenticity and employee–customer identification in internal brand management. From a managerial viewpoint, the results provide insights into the importance of employees' perceptions and attitudes when it comes to brand knowledge dissemination.
ISSN:0265-2323
1758-5937
DOI:10.1108/IJBM-12-2020-0608