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dc.contributor.authorGrace, Debraen_US
dc.contributor.authorKing, Ceridwynen_US
dc.date.accessioned2017-04-04T16:52:27Z
dc.date.available2017-04-04T16:52:27Z
dc.date.issued2012en_US
dc.date.modified2013-06-03T04:07:41Z
dc.identifier.issn03090566en_US
dc.identifier.doi10.1108/03090561211202567en_US
dc.identifier.urihttp://hdl.handle.net/10072/47235
dc.description.abstractPurpose - This study aims to examine the antecedents of employee brand commitment (BC) and brand citizenship behaviours (BCB). In doing so, it also aims to propose a model which includes organisational socialisation, relationship orientation and employee receptiveness to explain the relationships between these three antecedents and BC and BCB. Design/methodology/approach - A quantitative research methodology was adopted which resulted in the development of a self-administered online survey instrument. As the population of interest was employees working in a service industry, a purposive sampling technique was adopted. Using a national database of service employees, a random sample of 2,000 e-mail addresses was generated and respondents were invited to participate in the online survey. This resulted in the completion of 371 online surveys, representing a response rate of 19 per cent. Findings - The findings revealed a significant positive effect between organisational socialisation and BCB, but not with BC. On the other hand, relationship orientation was found to have a significant positive effect on BC, but not BCB. Employee receptiveness was the only antecedent to have a strong positive effect on both BC and BCB. Research limitations/implications - Given the findings, it appears that individual employee factors are extremely important in understanding how employees feel about and behave in relation to their employer's brand. Just as the external market literature reports numerous links between individual factors (i.e. personality, values, motivation, etc.) of consumers and consumption-related behaviour, the internal market literature will significantly benefit by adopting a similar line of enquiry in relation to employees. The acquisition of such knowledge will not only assist organisations in selecting "brand-oriented" employees, but will also help them identify, develop and nurture future brand champions. Practical implications - This study provides insight to managers that covet organisational success through the adoption of internal brand management practices. In particular, it empirically validates the significance of the receptivity of employees in enhancing not only their commitment to the brand but the exhibition of "pro" brand behaviours as well. Without employees that are first receptive to organisational dialogue, the intentions of internal brand management initiatives are unlikely to be realised. Originality/value - This study provides empirical evidence of the antecedents of employee brand commitment and subsequent brand behaviour. In doing so, it highlights the need to understand the pre-existing individual factors that employees bring to the employment exchange table, given that they significantly influence the way in which employees feel about and behave in relation to their employer's brand.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_US
dc.languageEnglishen_US
dc.language.isoen_US
dc.publisherEmerald Group Publishing Limiteden_US
dc.publisher.placeUnited Kingdomen_US
dc.relation.ispartofstudentpublicationNen_US
dc.relation.ispartofpagefrom469en_US
dc.relation.ispartofpageto488en_US
dc.relation.ispartofissue3/4en_US
dc.relation.ispartofjournalEuropean Journal of Marketingen_US
dc.relation.ispartofvolume46en_US
dc.rights.retentionYen_US
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)en_US
dc.subject.fieldofresearchcode150503en_US
dc.titleExamining the antecedents of positive employee brand-related attitudes and behavioursen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.facultyGriffith Business School, Department of Tourism, Sport and Hotel Managementen_US
gro.date.issued2012
gro.hasfulltextNo Full Text


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