Can identification with a corporate brand motivate employees in the service industry

Pao Yue-kong Library Electronic Theses Database

Can identification with a corporate brand motivate employees in the service industry

 

Author: Senecal, Julie
Title: Can identification with a corporate brand motivate employees in the service industry
Degree: D.B.A.
Year: 2014
Subject: Brand name products -- Psychological aspects.
Corporate image -- Psychological aspects.
Employee motivation.
Hong Kong Polytechnic University -- Dissertations
Department: Faculty of Business
Pages: vi, 126 leaves : illustrations ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b2825666
URI: http://theses.lib.polyu.edu.hk/handle/200/7988
Abstract: This paper sought to empirically demonstrate that a corporate brand represents a potential target of identification within a service organization following exposure to brand socialization activities, such as brand workshops, and that identifying with the corporate brand is likely to generate positive work related outcomes such as job satisfaction, job engagement and affective commitment to customers. We also explored the potential mediating effect brand identification has on the relationship between exposure to brand socialization activities and positive work related outcomes as well as the moderating effect collectivistic values have on the relationship between exposure to brand socialization activities and employees' brand identification. Data collected from 1,939 employee questionnaires was used to analyze our findings using a cross-sectional design. Results showed that employees, who identify with a corporate brand through the exposure of brand socialization activities, ie brand workshops, were more likely to experience positive work related outcomes. More specifically, we established that there is a positive relationship between brand identification and job satisfaction, job engagement and affective commitment to customers. Contrary to our hypothesis, we found that the relationship between brand socialization activities and brand identification was not stronger in employees with collectivistic values. Supplementary analysis exploring the moderating effect of collectivistic values revealed that the relationships between employees' identification with the corporate brand and job satisfaction and job engagement are significantly positive, implying that individuals with low collectivistic values who identified with the brand were more satisfied and more engaged in their jobs, and found no significant moderating effect on the relationship between brand identification and affective commitment to customers.

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