How Does Internal Brand Communication Affect Organizational Outcomes? The Mediating Roles of Brand Identification and Employee Behaviors

IF 5.4 3区材料科学 Q2 CHEMISTRY, PHYSICAL

ACS Applied Energy Materials Pub Date : 2023-02-27 DOI:10.1080/1062726X.2023.2181814

Sojeong Kim, Jarim Kim

引用次数: 0

Abstract

ABSTRACT Using a survey of 400 full-time employees in Korea, this study investigates the underlying processes through which internal brand communication influences organizational outcomes. Specifically, the study examines how internal brand communication influences turnover intentions through brand identification and employees’ in-role and innovative behaviors. The analysis showed that internal brand communication increases brand identification, which further increases the in-role and innovative behaviors of employees. It also revealed that in-role behaviors increase turnover intentions.

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内部品牌传播如何影响组织成果？品牌识别与员工行为的中介作用

摘要本研究通过对韩国400名全职员工的调查，调查了内部品牌沟通影响组织结果的潜在过程。具体而言，本研究考察了内部品牌传播如何通过品牌识别、员工的角色扮演和创新行为来影响离职意向。分析表明，内部品牌传播增加了品牌识别，进一步增加了员工的参与作用和创新行为。研究还表明，角色内行为会增加离职意愿。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

ACS Applied Energy Materials Materials Science-Materials Chemistry

CiteScore

10.30

自引率

6.20%

发文量

1368

期刊介绍： ACS Applied Energy Materials is an interdisciplinary journal publishing original research covering all aspects of materials, engineering, chemistry, physics and biology relevant to energy conversion and storage. The journal is devoted to reports of new and original experimental and theoretical research of an applied nature that integrate knowledge in the areas of materials, engineering, physics, bioscience, and chemistry into important energy applications.