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Managing employee attention and internal branding

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  • Liu, Gordon
  • Ko, Wai Wai
  • Chapleo, Chris

Abstract

We extend the marketing literature on internal branding by developing a theoretical framework to explain the processes whereby brand orientation affects in- and extra-role employee brand-building behavior from the theoretical perspective of the attention-based view. The results of a survey of 314 UK-based nonprofit organizations show that brand orientation leads to the development of internal branding mechanisms, which in turn fosters in-role employee brand-building behaviors. We also find that internal branding mechanisms mediate the effects of brand orientation on extra-role employee brand-building behavior, as there exists an inverted U-shaped relationship between internal branding mechanisms and extra-role employee brand-building behaviors. Furthermore, our result shows that the inverted U-shaped relationship between internal branding mechanisms and extra-role employee brand-building behaviors flips to a concave upward curve when strong interfunctional communications exist.

Suggested Citation

  • 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.
    • Handle: RePEc:eee:jbrese:v:79:y:2017:i:c:p:1-11
    DOI: 10.1016/j.jbusres.2017.05.021
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    Cited by:

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    2. 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.
    3. 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.
    4. 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.
    5. 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.
    6. 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.
    7. 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).
    8. 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.
    9. 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.
    10. 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.
    11. 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.

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