Relationship between brand empowerment and employee brand understanding on employees rspad pavilion kartika
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Jun 14, 2023
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Abstract
This research was conducted to explore the influence of variables of brand empowerment, employee brand understanding, employer brand equity, brand psychological ownership and corporate branding to know the role of employee Brand understanding on hospital employees. The contributions from this research are expected to provide the theory/science of human resource management and also provide improved quality services in the health industry sector and also positive managerial implications on organizational management. Referring to the results of previous research and empirical theories related to the process of understanding employees’ brand and all aspects related to brand empowerment, employee brand understanding, employer brand equity, brand psychological ownership and corporate branding, this research gathered data with the survey method of spreading questionnaires online using Google forms. Respondents were selected using purposive sampling. Quantitative research is conducted using the analysis of structural equation models. (SEM). Some of the findings in this study were positive effects of brand empowerment on employee brand understanding, but no impact on brand psychological ownership. Employee Brand Understanding has a positive impact on Employee Brand Equity. In contrast, brand psychological ownership does not affect employee brand equity. In addition, corporate branding has a positive impact on brand psychological ownership. This research is useful for organizations to improve the role of employees in having a sense of ownership of the brand, as well as getting employees to understand the brand of the organization to deliver positive change and improve the quality of the company’s brand image
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How to Cite
Indanat Fadhilatut Toyibah. (2023). Relationship between brand empowerment and employee brand understanding on employees rspad pavilion kartika. Enrichment : Journal of Management, 13(2), 888-896. https://doi.org/10.35335/enrichment.v13i2.1427
References
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Altaf, M., Mokhtar, S. S. M., Mustafa, F., & Shahzad, A. (2019). Brand empowerment and brand consistent behavior: Mediating role of brand psychological ownership and employee brand understanding. Pakistan Journal of Psychological Research, 34(3), 477–496. https://doi.org/10.33824/PJPR.2019.34.3.26
Altaf, M., & Shahzad, A. (2018). “That’s my job” Exploring the effect of brand empowerment towards employee brand equity: The mediating role of employee critical psychological states. Revista Brasileira de Gestao de Negocios, 20(4), 599–618. https://doi.org/10.7819/rbgn.v0i0.3952
Batt, V., Holzer, M., Bruhn, M., & Tuzovic, S. (2021). Effects of sponsorship quality and quantity on employee brand behavior. Journal of Brand Management, 28(5), 495–509. https://doi.org/10.1057/s41262-021-00242-w
Bishop, P. A., & Herron, R. L. (2015). Use and Misuse of the Likert Item Responses and Other Ordinal Measures. International Journal of Exercise Science, 8(3), 297–302.
Burmann, C., Zeplin, S., & Riley, N. (2009). Key determinants of internal brand management success: An exploratory empirical analysis. Journal of Brand Management, 16(4), 264–284. https://doi.org/10.1057/bm.2008.6
Chang, A., Chiang, H. H., & Han, T. S. (2015). Investigating the dual-route effects of corporate branding on brand equity. Asia Pacific Management Review, 20(3), 120–129. https://doi.org/10.1016/j.apmrv.2014.10.001
Chiang, H. H., Chang, A., & Han, T. S. (2012). A multilevel investigation of relationships among brand-centered HRM, brand psychological ownership, brand citizenship behaviors, and customer satisfaction. European Journal of Marketing, 46(5), 626–662. https://doi.org/10.1108/03090561211212458
Collins, C. J., & Clark, K. D. (2003). Strategic human resource practices, top management team social networks, and firm performance: The role of human resource practices in creating organizational competitive advantage. Academy of Management Journal, 46(6), 740–751. https://doi.org/10.2307/30040665
Dechawatanapaisal, D. (2018). Employee retention: the effects of internal branding and brand attitudes in sales organizations. Personnel Review, 47(3), 675–693. https://doi.org/10.1108/PR-06-2017-0193
Hackman, J. R., & Oldham, G. R. (1976). Motivation through the design of work: test of a theory. Organizational Behavior and Human Performance, 16(2), 250–279. https://doi.org/10.1016/0030-5073(76)90016-7
Hair, J. F., & Brunsveld, N. (2019). Essentials of business research methods. In Essentials of Business Research Methods. https://doi.org/10.4324/9780429203374
Hsu-Hsin Chiang, Aihwa Chang, Tzu-Shian Han, D. M. (2013). Corporate branding, brand psychological ownership and brand citizenship behaviour: multilevel analysis and managerial implications (pp. 55–80).
Kaufmann, H. R., Vrontis, D., Czinkota, M., & Hadiono, A. (2012). Corporate branding and transformational leadership in turbulent times. Journal of Product and Brand Management, 21(3), 192–204. https://doi.org/10.1108/10610421211228810
King, C., & Grace, D. (2012). Examining the antecedents of positive employee brand-related attitudes and behaviours. European Journal of Marketing, 46(3–4), 469–488. https://doi.org/10.1108/03090561211202567
King, C., Grace, D., & Funk, D. C. (2012). Employee brand equity: Scale development and validation. Journal of Brand Management, 19(4), 268–288. https://doi.org/10.1057/bm.2011.44
Lee, Y. K., Nam, J. H., Park, D. H., & Lee, K. A. (2006). What factors influence customer-oriented prosocial behavior of customer-contact employees? Journal of Services Marketing, 20(4), 251–264. https://doi.org/10.1108/08876040610674599
Lytle, R. S., Hom, P. W., & Mokwa, M. P. (2015). Lytle, Hom, Mokwa, SERV∗OR A managerial measure of organizational service-orientation.pdf. Journal of Retailing, 74(602).
Mokhtar, S. S. M., Altaf, M., & Ghani, N. H. A. (2018). Employee brand equity and brand empowerment in Islamic banking: Mediating role of brand psychological ownership. Academy of Accounting and Financial Studies Journal, 22(Specialissue).
Morhart, F. M., Herzog, W., & Tomczak, T. (2009). Brand-specific leadership: Turning employees into brand champions. Journal of Marketing, 73(5), 122–142. https://doi.org/10.1509/jmkg.73.5.122
Ozdemir, S., Gupta, S., Foroudi, P., Wright, L. T., & Eng, T. Y. (2020). Corporate branding and value creation for initiating and managing relationships in B2B markets. Qualitative Market Research, 23(4), 627–661. https://doi.org/10.1108/QMR-12-2017-0168
Piehler, R. (2018). Employees’ brand understanding, brand commitment, and brand citizenship behaviour: A closer look at the relationships among construct dimensions. Journal of Brand Management, 25(3), 217–234. https://doi.org/10.1057/s41262-018-0099-z
Purnama, D. T., Juliansyah, V., & Chainar. (2020). Covid-19 Pandemic , Social Changes and Its Consequences in Society. Jurnal Ilmu Sosial Dan Humaniora, 25(1), 1–13.
Quaratino, L., & Mazzei, A. (2018). Managerial strategies to promote employee brand consistent behavior: The new frontier for brand building strategies. EuroMed Journal of Business, 13(2), 185–200. https://doi.org/10.1108/EMJB-02-2017-0008
Rico Piehler Ceridwyn King Christoph Burmann Lina Xiong. (2016). The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour. The Eletronic Library, 50(9/10), 1–43.
Santos-Vijande, M. L., del Río-Lanza, A. B., Suárez-Álvarez, L., & Díaz-Martín, A. M. (2013). The brand management system and service firm competitiveness. Journal of Business Research, 66(2), 148–157. https://doi.org/10.1016/j.jbusres.2012.07.007
Wu, W., Jia, F., & Enders, C. (2015). A Comparison of Imputation Strategies for Ordinal Missing Data on Likert Scale Variables. Multivariate Behavioral Research, 50(5), 484–503. https://doi.org/10.1080/00273171.2015.1022644
Xiong, L., King, C., & Piehler, R. (2013). “That’s not my job”: Exploring the employee perspective in the development of brand ambassadors. International Journal of Hospitality Management, 35, 348–359. https://doi.org/10.1016/j.ijhm.2013.07.009
Altaf, M., Mokhtar, S. S. M., & Ghani, N. H. A. (2019). Employee brand equity: Mediating role of brand role clarity and employee brand commitment. Pertanika Journal of Social Sciences and Humanities, 27(1), 165–175.
Altaf, M., Mokhtar, S. S. M., Mustafa, F., & Shahzad, A. (2019). Brand empowerment and brand consistent behavior: Mediating role of brand psychological ownership and employee brand understanding. Pakistan Journal of Psychological Research, 34(3), 477–496. https://doi.org/10.33824/PJPR.2019.34.3.26
Altaf, M., & Shahzad, A. (2018). “That’s my job” Exploring the effect of brand empowerment towards employee brand equity: The mediating role of employee critical psychological states. Revista Brasileira de Gestao de Negocios, 20(4), 599–618. https://doi.org/10.7819/rbgn.v0i0.3952
Batt, V., Holzer, M., Bruhn, M., & Tuzovic, S. (2021). Effects of sponsorship quality and quantity on employee brand behavior. Journal of Brand Management, 28(5), 495–509. https://doi.org/10.1057/s41262-021-00242-w
Bishop, P. A., & Herron, R. L. (2015). Use and Misuse of the Likert Item Responses and Other Ordinal Measures. International Journal of Exercise Science, 8(3), 297–302.
Burmann, C., Zeplin, S., & Riley, N. (2009). Key determinants of internal brand management success: An exploratory empirical analysis. Journal of Brand Management, 16(4), 264–284. https://doi.org/10.1057/bm.2008.6
Chang, A., Chiang, H. H., & Han, T. S. (2015). Investigating the dual-route effects of corporate branding on brand equity. Asia Pacific Management Review, 20(3), 120–129. https://doi.org/10.1016/j.apmrv.2014.10.001
Chiang, H. H., Chang, A., & Han, T. S. (2012). A multilevel investigation of relationships among brand-centered HRM, brand psychological ownership, brand citizenship behaviors, and customer satisfaction. European Journal of Marketing, 46(5), 626–662. https://doi.org/10.1108/03090561211212458
Collins, C. J., & Clark, K. D. (2003). Strategic human resource practices, top management team social networks, and firm performance: The role of human resource practices in creating organizational competitive advantage. Academy of Management Journal, 46(6), 740–751. https://doi.org/10.2307/30040665
Dechawatanapaisal, D. (2018). Employee retention: the effects of internal branding and brand attitudes in sales organizations. Personnel Review, 47(3), 675–693. https://doi.org/10.1108/PR-06-2017-0193
Hackman, J. R., & Oldham, G. R. (1976). Motivation through the design of work: test of a theory. Organizational Behavior and Human Performance, 16(2), 250–279. https://doi.org/10.1016/0030-5073(76)90016-7
Hair, J. F., & Brunsveld, N. (2019). Essentials of business research methods. In Essentials of Business Research Methods. https://doi.org/10.4324/9780429203374
Hsu-Hsin Chiang, Aihwa Chang, Tzu-Shian Han, D. M. (2013). Corporate branding, brand psychological ownership and brand citizenship behaviour: multilevel analysis and managerial implications (pp. 55–80).
Kaufmann, H. R., Vrontis, D., Czinkota, M., & Hadiono, A. (2012). Corporate branding and transformational leadership in turbulent times. Journal of Product and Brand Management, 21(3), 192–204. https://doi.org/10.1108/10610421211228810
King, C., & Grace, D. (2012). Examining the antecedents of positive employee brand-related attitudes and behaviours. European Journal of Marketing, 46(3–4), 469–488. https://doi.org/10.1108/03090561211202567
King, C., Grace, D., & Funk, D. C. (2012). Employee brand equity: Scale development and validation. Journal of Brand Management, 19(4), 268–288. https://doi.org/10.1057/bm.2011.44
Lee, Y. K., Nam, J. H., Park, D. H., & Lee, K. A. (2006). What factors influence customer-oriented prosocial behavior of customer-contact employees? Journal of Services Marketing, 20(4), 251–264. https://doi.org/10.1108/08876040610674599
Lytle, R. S., Hom, P. W., & Mokwa, M. P. (2015). Lytle, Hom, Mokwa, SERV∗OR A managerial measure of organizational service-orientation.pdf. Journal of Retailing, 74(602).
Mokhtar, S. S. M., Altaf, M., & Ghani, N. H. A. (2018). Employee brand equity and brand empowerment in Islamic banking: Mediating role of brand psychological ownership. Academy of Accounting and Financial Studies Journal, 22(Specialissue).
Morhart, F. M., Herzog, W., & Tomczak, T. (2009). Brand-specific leadership: Turning employees into brand champions. Journal of Marketing, 73(5), 122–142. https://doi.org/10.1509/jmkg.73.5.122
Ozdemir, S., Gupta, S., Foroudi, P., Wright, L. T., & Eng, T. Y. (2020). Corporate branding and value creation for initiating and managing relationships in B2B markets. Qualitative Market Research, 23(4), 627–661. https://doi.org/10.1108/QMR-12-2017-0168
Piehler, R. (2018). Employees’ brand understanding, brand commitment, and brand citizenship behaviour: A closer look at the relationships among construct dimensions. Journal of Brand Management, 25(3), 217–234. https://doi.org/10.1057/s41262-018-0099-z
Purnama, D. T., Juliansyah, V., & Chainar. (2020). Covid-19 Pandemic , Social Changes and Its Consequences in Society. Jurnal Ilmu Sosial Dan Humaniora, 25(1), 1–13.
Quaratino, L., & Mazzei, A. (2018). Managerial strategies to promote employee brand consistent behavior: The new frontier for brand building strategies. EuroMed Journal of Business, 13(2), 185–200. https://doi.org/10.1108/EMJB-02-2017-0008
Rico Piehler Ceridwyn King Christoph Burmann Lina Xiong. (2016). The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour. The Eletronic Library, 50(9/10), 1–43.
Santos-Vijande, M. L., del Río-Lanza, A. B., Suárez-Álvarez, L., & Díaz-Martín, A. M. (2013). The brand management system and service firm competitiveness. Journal of Business Research, 66(2), 148–157. https://doi.org/10.1016/j.jbusres.2012.07.007
Wu, W., Jia, F., & Enders, C. (2015). A Comparison of Imputation Strategies for Ordinal Missing Data on Likert Scale Variables. Multivariate Behavioral Research, 50(5), 484–503. https://doi.org/10.1080/00273171.2015.1022644
Xiong, L., King, C., & Piehler, R. (2013). “That’s not my job”: Exploring the employee perspective in the development of brand ambassadors. International Journal of Hospitality Management, 35, 348–359. https://doi.org/10.1016/j.ijhm.2013.07.009