The Impact of Internal Branding on Employees’ Brand Supporting Behaviour in Banking

Q3 Business, Management and Accounting

Services Marketing Quarterly Pub Date : 2021-10-13 DOI:10.1080/15332969.2021.1987610

Basetsana Taku, Y. Saini, R. Abratt

引用次数: 3

Abstract

Abstract The paper explored the antecedents of employee internal branding and employee supporting behavior. There is limited research on internal branding in emerging markets especially in the banking sector in South Africa. The results indicate that internal branding through employee brand identification, brand commitments and brand awareness positively results in employee supporting behavior. The implications indicate that internal branding strategies should be a coordinated effort of human resources and marketing departments to develop employees who understand the importance of brand supporting behavior which influences bank loyalty by employees and brand loyalty by customers.

查看原文本刊更多论文

银行内部品牌对员工品牌支持行为的影响

摘要本文探讨了员工内部品牌塑造和员工支持行为的前因。对新兴市场内部品牌的研究有限，尤其是在南非的银行业。研究结果表明，内部品牌通过员工品牌认同、品牌承诺和品牌意识正向影响员工的支持行为。研究表明，内部品牌战略应该是人力资源和营销部门的协调努力，以培养员工了解品牌支持行为的重要性，品牌支持行为影响员工的银行忠诚度和客户的品牌忠诚度。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Services Marketing Quarterly Business, Management and Accounting-Business, Management and Accounting (miscellaneous)

CiteScore

2.40

自引率

0.00%

发文量

期刊介绍： Services Marketing Quarterly is directed at academicians and practitioners who are involved in the development and application of services marketing concepts to the wide spectrum of industries that constitute the service sector of economies. The journal presents both theoretical and empirical articles including experimental and pilot studies addressing various issues faced by service marketers to enhance the development of the marketing literature in the application of marketing concepts to services. Areas of emphasis include: Service characteristics changes. Servicescape impacts. Service delivery impacts. Services impact on organizational image. Digital service environments and impacts. Evolution of services over time and by industry. Contributions are encouraged which include analysis of existing practice, methods and programs; application of new ideas and methods; and research on various aspects of services marketing. Each manuscript should include the marketing implications of the impact of the findings on services marketing theory and/or practice. Services Marketing Quarterly also welcome proposals for special issues.