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Managing employee attention and internal branding

Liu, Gordon; Ko, Wai Wai and Chapleo, Chris (2017). Managing employee attention and internal branding. Journal of Business Research, 79 pp. 1–11.

DOI (Digital Object Identifier) Link: https://doi.org/10.1016/j.jbusres.2017.05.021
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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: Journal Item
ISSN: 0148-2963
Academic Unit/School: Faculty of Business and Law (FBL) > Business > Department for Strategy and Marketing
Faculty of Business and Law (FBL) > Business
Faculty of Business and Law (FBL)
Related URLs:
Item ID: 51033
Depositing User: Gordon Liu
Date Deposited: 20 Sep 2017 15:11
Last Modified: 05 Aug 2019 14:55
URI: http://oro.open.ac.uk/id/eprint/51033
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