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How to Turn Employees into Brand Ambassadors? A Conceptualization of Antecedents of Employees’ Brand Citizenship Behavior and the Mediating Role of Organizational Identification.

Meier, J. (2014) How to Turn Employees into Brand Ambassadors? A Conceptualization of Antecedents of Employees’ Brand Citizenship Behavior and the Mediating Role of Organizational Identification.

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Abstract:In their role as brand ambassadors, employees are essential for building a strong corporate brand. Due to the significant role of employees in brand communication, it is important to find new ways that motivate them to behave for the benefit of their organization’s corporate brand. This research assumes that employees’ attitudinal characteristics as well as contextual variables positively affect their brand citizenship behavior (BCB). Since BCB requires extra efforts for those who engage in it, employees who identify with the organization and perceive organizations’ successes as their own are expected to be more likely to perform BCB. Therefore, it is posed that the antecedents are not only affecting BCB directly, but also through the mediating variable organizational identification. The results of an online survey among 165 German employees show that both the attitudinal variables (value congruence, perceived external prestige) and the contextual variables (participation in decision-making, leader-member exchange, internal communication quality) have a direct positive effect on employees’ BCB. Moreover, organizational identification partly mediates the relationships between participation in decision-making and perceived external prestige and BCB. Implications for management and avenues for further research are discussed.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/64728
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