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Drivers of employee propensity to endorse their corporate brand

Author

Listed:
  • Pride Morokane
  • Manoj Chiba
  • Nicola Kleyn

    (Gordon Institute of Business Science)

Abstract

Employees play an important role in building corporate brand equity both at their places of work and in their interactions with friends and family. The purpose of this study was to test the relative roles of brand knowledge and engagement of employees in predicting their propensity to endorse their organisation’s brand to friends and family. An e-mail survey was administered to employees of a large South African retail and merchant bank. Result of a moderated regression confirmed that, not only do both employee engagement and brand knowledge play an important in predicting their likelihood to endorse their brand, but that employee engagement moderates the relationship between employees’ brand knowledge and their propensity to endorse. We discuss the relevance of our findings, not only to scholars interested in the role played by employees in building corporate brand equity, but also for brand and human resources managers.

Suggested Citation

  • Pride Morokane & Manoj Chiba & Nicola Kleyn, 2016. "Drivers of employee propensity to endorse their corporate brand," Journal of Brand Management, Palgrave Macmillan, vol. 23(1), pages 55-66, January.
    • Handle: RePEc:pal:jobman:v:23:y:2016:i:1:d:10.1057_bm.2015.47
    DOI: 10.1057/bm.2015.47
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    References listed on IDEAS

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    Cited by:

    1. Barbara Del Bosco & Alice Mazzucchelli & Roberto Chierici, 2023. "Firm policies and employees’ participation in conversation about their employer on social media," Italian Journal of Marketing, Springer, vol. 2023(3), pages 301-322, September.
    2. Sakka, Georgia & Ahammad, Mohammad Faisal, 2020. "Unpacking the relationship between employee brand ambassadorship and employee social media usage through employee wellbeing in workplace: A theoretical contribution," Journal of Business Research, Elsevier, vol. 119(C), pages 354-363.
    3. Päivikki Kuoppakangas & Kati Suomi & Jari Stenvall & Elias Pekkola & Jussi Kivistö & Tomi Kallio, 2019. "Revisiting the five problems of public sector organisations and reputation management—the perspective of higher education practitioners and ex-academics," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 147-171, December.
    4. Fatih Özcan & Meral Elçi, 2020. "Employees’ Perception of CSR Affecting Employer Brand, Brand Image, and Corporate Reputation," SAGE Open, , vol. 10(4), pages 21582440209, November.
    5. Pramod Iyer & Arezoo Davari & Audhesh Paswan, 2018. "Determinants of brand performance: the role of internal branding," Journal of Brand Management, Palgrave Macmillan, vol. 25(3), pages 202-216, May.
    6. Shaun M. Powell, 2016. "Journal of Brand Management – Year end review 2016," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 601-611, November.
    7. John M T Balmer & Russell Abratt & Nicola Kleyn, 2016. "Corporate brands and corporate marketing: Emerging trends in the big five eco-system," Journal of Brand Management, Palgrave Macmillan, vol. 23(1), pages 3-7, January.
    8. Kati Suomi & Saila Saraniemi & Mervi Vähätalo & Tomi J. Kallio & Terhi Tevameri, 2021. "Employee Engagement and Internal Branding: Two Sides of the Same Coin?," Corporate Reputation Review, Palgrave Macmillan, vol. 24(1), pages 48-63, February.
    9. Hazem Ahmed Khairy & Mohamed Fathy Agina & Nadir Aliane & Mohammed Ezzat Hashad, 2023. "Internal Branding in Hotels: Interaction Effects of Employee Engagement, Workplace Friendship, and Organizational Citizenship Behavior," Sustainability, MDPI, vol. 15(5), pages 1-16, March.

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