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The effect of brand knowledge dissemination on employees’ attitudes and brand citizenship behaviour.

Vaanholt, K.J.M. (2019) The effect of brand knowledge dissemination on employees’ attitudes and brand citizenship behaviour.

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Abstract:The findings of this study showed that the knowledge dissemination strategy codification did not influenced the affective commitment, loyalty and brand supportive behaviour of employees. Nevertheless, the results provide compelling evidence of relationships between several variables. For instance, this study showed that bottom-up communication (information generation) of the brand promise is less effective in influencing the attitudes and behaviour of employees than top-down communication of the brand promise (knowledge dissemination). As an example, knowledge dissemination positively influenced the affective commitment, loyalty and brand citizenship behaviour of employees, whereas information generation only positively influenced the affective commitment of employees. At last, this study has found evidence that not all identity aspects mentioned by Simoes et al. (2005) are important for establishing affective commitment, loyalty and brand citizenship behaviour among employees. For example, the findings demonstrated that the philosophy and values dissemination had an influence on the attitudes and behaviour of employees, whereas the mission dissemination had no influence on the attitudes and behaviour of employees. Practitioners should consider implementing effective knowledge management systems, communicate the distinctiveness and uniqueness of the identity regularly towards employees and collect feedback in a meaningful manner through credible sources.
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/78098
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