IDEAS home Printed from https://ideas.repec.org/a/vrs/subboe/v65y2020i3p27-38n3.html
   My bibliography  Save this article

Internal Branding: Antecedents of Employee Attitudes, Satisfaction, and Organizational Loyalty

Author

Listed:
  • Scridon Mircea-Andrei

    (Babeș-Bolyai University, Romania)

Abstract

As competition between employers has become more intense in recent years, employee-based differentiation has become one of the strategic solutions for many organizations. The objective of this paper is to test a nomological model between internal branding, attitude, satisfaction, and loyalty. Data were collected through a survey among employees of a leading electronics conglomerate from Romania. While the relationship between attitudes and loyalty is partially mediated by satisfaction, the relationship between internal branding and satisfaction is indirect, with full mediation by attitudes being detected. The results of the study agree with previous studies, which suggested that internal branding influenced certain employee behaviors, such as positive attitudes, satisfaction, or loyalty.

Suggested Citation

  • Scridon Mircea-Andrei, 2020. "Internal Branding: Antecedents of Employee Attitudes, Satisfaction, and Organizational Loyalty," Studia Universitatis Babeș-Bolyai Oeconomica, Sciendo, vol. 65(3), pages 27-38, December.
    • Handle: RePEc:vrs:subboe:v:65:y:2020:i:3:p:27-38:n:3
    DOI: 10.2478/subboec-2020-0013
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/subboec-2020-0013
    Download Restriction: no
    File URL: https://libkey.io/10.2478/subboec-2020-0013?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Liu, Gordon & Ko, Wai Wai & Chapleo, Chris, 2017. "Managing employee attention and internal branding," Journal of Business Research, Elsevier, vol. 79(C), pages 1-11.
    2. Vatankhah, Sanaz & Darvishi, Maryam, 2018. "An empirical investigation of antecedent and consequences of internal brand equity: Evidence from the airline industry," Journal of Air Transport Management, Elsevier, vol. 69(C), pages 49-58.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sung, Yung-Kun & Hu, Hsin-Hui Sunny, 2021. "The impact of airline internal branding on work outcomes using job satisfaction as a mediator," Journal of Air Transport Management, Elsevier, vol. 94(C).
    2. Chen, Lu & Li, Yong-Quan & Liu, Chih-Hsing, 2019. "How airline service quality determines the quantity of repurchase intention - Mediate and moderate effects of brand quality and perceived value," Journal of Air Transport Management, Elsevier, vol. 75(C), pages 185-197.
    3. Narissara Sujchaphong & Bang Nguyen & T. C. Melewar & Pakorn Sujchaphong & Junsong Chen, 2020. "A framework of brand-centred training and development activities, transformational leadership and employee brand support in higher education," Journal of Brand Management, Palgrave Macmillan, vol. 27(2), pages 143-159, March.
    4. Lee, Yeunjae & Mazzei, Alessandra & Kim, Jeong-Nam, 2018. "Looking for motivational routes for employee-generated innovation: Employees' scouting behavior," Journal of Business Research, Elsevier, vol. 91(C), pages 286-294.
    5. Hanna Górska-Warsewicz & Maciej Dębski & Michal Fabuš & Marián Kováč, 2021. "Green Brand Equity—Empirical Experience from a Systematic Literature Review," Sustainability, MDPI, vol. 13(20), pages 1-34, October.
    6. Boukis, Achilleas & Punjaisri, Khanyapuss & Balmer, John M.T. & Kaminakis, Kostas & Papastathopoulos, Avraam, 2021. "Unveiling front-line employees’ brand construal types during corporate brand promise delivery: A multi-study analysis," Journal of Business Research, Elsevier, vol. 131(C), pages 673-685.
    7. Hanna Górska-Warsewicz, 2020. "Factors Determining City Brand Equity—A Systematic Literature Review," Sustainability, MDPI, vol. 12(19), pages 1-35, September.
    8. Lara Mendes Christ Bonella Sepulcri & Emerson Wagner Mainardes, 2023. "Elements that compose the non-profit BRAND orientation in an emerging country," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(1), pages 85-123, March.
    9. Abdullah J. Sultan, 2022. "Aligning employees’ work engagement and behavioral performance with internal branding: the missing link of employees’ perceived brand authenticity," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(1), pages 52-64, March.
    10. Hanna Górska-Warsewicz, 2022. "Consumer or Patient Determinants of Hospital Brand Equity—A Systematic Literature Review," IJERPH, MDPI, vol. 19(15), pages 1-36, July.
    11. Vatankhah, Sanaz, 2021. "Dose safety motivation mediate the effect of psychological contract of safety on flight attendants' safety performance outcomes?: A social exchange perspective," Journal of Air Transport Management, Elsevier, vol. 90(C).
    12. Vatankhah, Sanaz & Darvishi, Maryam, 2018. "An empirical investigation of antecedent and consequences of internal brand equity: Evidence from the airline industry," Journal of Air Transport Management, Elsevier, vol. 69(C), pages 49-58.
    13. Päivikki Kuoppakangas & Kati Suomi & Paul Clark & Chris Chapleo & Jari Stenvall, 2020. "Dilemmas in Re-branding a University—“Maybe People Just Don’t Like Change”: Linking Meaningfulness and Mutuality into the Reconciliation," Corporate Reputation Review, Palgrave Macmillan, vol. 23(2), pages 92-105, May.
    14. Victor Manuel Molina-Morejón & Gonzalo Maldonado-Guzmán & Raumundo Juárez-del Toro, 2024. "The Effects of Brand orientation on Mexican SMEs Business Performance," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 14(5), pages 1-12.
    15. Karatepe, Osman M. & Kim, Taegoo Terry, 2020. "Investigating the selected consequences of boreout among cabin crew," Journal of Air Transport Management, Elsevier, vol. 82(C).
    16. Nguyen, Long Thang Van & Lu, Vinh Nhat & Hill, Sally Rao & Conduit, Jodie, 2019. "The mediating role of brand knowledge on employees’ brand citizenship behaviour: Does organizational tenure matter?," Australasian marketing journal, Elsevier, vol. 27(3), pages 169-178.
    17. Koech, Alex Kipkorir & Buyle, Sven & Macário, Rosário, 2023. "Airline brand awareness and perceived quality effect on the attitudes towards frequent-flyer programs and airline brand choice - Moderating effect of frequent-flyer programs," Journal of Air Transport Management, Elsevier, vol. 107(C).
    18. Wang, Yao-Chin & Lang, Chunmin, 2019. "Service employee dress: Effects on employee-customer interactions and customer-brand relationship at full-service restaurants," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 1-9.
    19. Japutra, Arnold & Situmorang, Ringkar & Mariani, Marcello & Pereira, Vijay, 2024. "Understanding employer branding within MNC subsidiaries: Evidence from MNC hotel subsidiaries in Indonesia," Journal of International Management, Elsevier, vol. 30(1).
    20. Sunanda Nayak & Pawan Budhwar, 2024. "Social networking sites and employer branding: a qualitative study of Indian organizations," Asian Business & Management, Palgrave Macmillan, vol. 23(2), pages 237-265, April.

    More about this item

    Keywords

    internal branding; attitudes; satisfaction; loyalty;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M52 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Compensation and Compensation Methods and Their Effects

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:subboe:v:65:y:2020:i:3:p:27-38:n:3. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.