Managing employee attention and internal branding.

Chapleo, C., Liu, G. and Ko, W.W., 2017. Managing employee attention and internal branding. Journal of Business Research, 79, 1 - 11.

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DOI: 10.1016/j.jbusres.2017.05.021

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.

Item Type:Article
ISSN:0148-2963
Uncontrolled Keywords:internal branding; brand orientation; employee brand-building behaviors; attention-based view; inter-functional communications; nonprofit organizations
Group:Faculty of Management
ID Code:29276
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:31 May 2017 13:57
Last Modified:31 May 2017 13:57

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