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The Brand Inside: Fulfilling the Needs of the New Employee Generation to Create Brand Advocates

Author

Listed:
  • Nitin Patwa

    (S P Jain School of Global Management, Dubai)

  • Christopher Abraham

    (S P Jain School of Global Management, Dubai)

  • Alison D¡¦Cruz

    (S P Jain School of Global Management, Dubai)

Abstract

This study fills the gap in the literature by identifying the new employee generation as emerging brand advocates. We use extensive studies and employ a survey for the respective exploratory and explanatory research and then follow up with variance-based structural equation modelling to analyze the survey and test the hypotheses. Variables are later classified into six needs of the new employee generation with regard to their level of significance within the sample: corporate identity, employee upbringing, peripheral interactions, extraneous work needs, need for a challenging and innovative work environment, and the need for a game-changing attitude. The findings should appeal to employers that seek to create brand advocates amongst employees at an early stage. This research paper is also relevant for existing employers that are willing to boost the number of brand advocates in their organizations and succeed in the existing talent war. The bottom line is that catering to the needs of the new employee generation undoubtedly leads to a happier workforce that will then share its positive work experience with others.

Suggested Citation

  • Nitin Patwa & Christopher Abraham & Alison D¡¦Cruz, 2018. "The Brand Inside: Fulfilling the Needs of the New Employee Generation to Create Brand Advocates," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 17(2), pages 143-162, September.
    • Handle: RePEc:ijb:journl:v:17:y:2018:i:2:p:143-162
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    Citations

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    Cited by:

    1. Yung Tan & Ching-Wei Ho, 2019. "Influence of Taiwan Military’s Facebook Community and Organizational Identification on Members’ Attitude toward Joining the Military," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 18(1), pages 79-95, June.
    2. Yung Tan & Ching-Wei Ho, 2019. "Influence of Taiwan Military¡¦s Facebook Community and Organizational Identification on Members¡¦ Attitude toward Joining the Military," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 18(1), pages 79-96, June.
    3. Tamgid Ahmed Chowdhury & Shahneela Naheed, 2019. "Factors Affecting Political Marketing in Rural and Urban Bangladesh: A Multi-Dimensional Approach," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 18(1), pages 97-119, June.
    4. M. Isabel Sánchez-Hernández & Óscar Rodrigo González-López & María Buenadicha-Mateos & Juan Luis Tato-Jiménez, 2019. "Work-Life Balance in Great Companies and Pending Issues for Engaging New Generations at Work," IJERPH, MDPI, vol. 16(24), pages 1-18, December.

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