Employees’ Brand Knowledge for Heightening Brand Endorsement in the Service Industry

Abstract The study envisages outlining determinants that heighten brand knowledge and endorsement among the employees of service-oriented organizations in Bangladesh. The study incorporated a structured and self-administered questionnaire, including items compiled from prior research, to record responses from 112 employees chosen from conveniently selected eleven service-oriented companies in Bangladesh. Furthermore, the responses were analyzed using a standard SEM simulator named SAMRT PLS 3.3.2. The study confirmed the positive impact of the variables: internal communication, management support, and teamwork on the formation of ‘Brand Knowledge’; furthermore, the variable, namely ‘Brand Knowledge,’ had been confirmed as the predictor of ‘Brand Endorsement’. The study can function as the leaders’ primordial guidelines in accelerating the formation of Brand Knowledge and Brand Endorsement within the organization. Future research can be undertaken to gauge the impact of ‘income’ and ‘experience’ in intensifying the association relating to ‘Brand Knowledge’ and ‘Brand Endorsement’ within the organizational setting.

• Publication year

  2025

• Venue

  Zagreb International Review of Economics and Business

• Publication date

  2025-05-01

• Fields of study

  Not labeled

• Identifiers
  DOI 10.2478/zireb-2025-0004
• External record

  Open on Semantic Scholar

• Source metadata

  Semantic Scholar

• No claims are published for this paper.

• No concepts are published for this paper.

• Assessing measurement model quality in PLS-SEM using confirmatory composite analysis

  2020influential reference
• Internal branding: conceptualization from a literature review and opportunities for future research

  2020cited by this paper
• The Role of Brand Knowledge in Explaining Relationship between Brand-Centered Communications and Brand Commitment: Evidence from Public Banks Pakistan

  2019cited by this paper
• When to use and how to report the results of PLS-SEM

  2019cited by this paper
• Development and validation of attitudes measurement scales: fundamental and practical aspects

  2019cited by this paper
• Predictive model assessment in PLS-SEM: guidelines for using PLSpredict

  2019influential reference
• Heuristics versus statistics in discriminant validity testing: a comparison of four procedures

  2019influential reference
• Psychological antecedents of apparel-buying intention for young Indian online shoppers

  2019cited by this paper
• Determinants of brand performance: the role of internal branding

  2018cited by this paper
• ‘Brandspeak’: Metaphors and the rhetorical construction of internal branding

  2018cited by this paper
• Corporate image and customer satisfaction by virtue of employee engagement

  2018cited by this paper
• Internal brand management: introduction to the special issue and directions for future research

  2018cited by this paper
• Internal branding in organization in the context of internal corporate communication

  2017cited by this paper
• Building Employee Brand Equity to influence Organization Attractiveness and Firm Performance

  2017cited by this paper
• ‘Brand-Centred Control’: A Study of Internal Branding and Normative Control

  2017cited by this paper
• PLS-SEM or CB-SEM: updated guidelines on which method to use

  2017cited by this paper
• Internal Branding, Brand Citizenship Behavior and Customer Satisfaction: An Empirical Study (Case Study: Keshavarzi Bank of Ardabil)

  2016cited by this paper
• Relationship between Internal Branding, Employee Brand and Brand Endorsement

  2016influential reference
• Marketing management 15th ed.

  2016cited by this paper
• Organizing beyond organization: Branding, discourse, and communicative capitalism

  2016cited by this paper
• Mapping the domain of the fragmented field of internal branding

  2016cited by this paper
• Effect of internal branding on employee brand commitment and behavior in hospitality

  2015cited by this paper
• Common Method Bias in PLS-SEM: A Full Collinearity Assessment Approach

  2015cited by this paper
• A new criterion for assessing discriminant validity in variance-based structural equation modeling

  2015cited by this paper
• The impact of internal brand management on employee job satisfaction, brand commitment and intention to stay

  2015cited by this paper
• Internal Branding

  2014cited by this paper
• The Impact of Internal Branding on Employee Engagement and Outcome Variables in the Hotel Industry

  2014cited by this paper
• “That's not my job”: Exploring the employee perspective in the development of brand ambassadors

  2013cited by this paper
• Employee brand equity: Scale development and validation

  2012cited by this paper
• An investigation into the relationships between universities’ internal branding, employee brand support and the transformational leadership characteristics of immediate leaders: A study from the perspective of academic staff in Thai universities

  2012cited by this paper
• Internal branding process: Key mechanisms, outcomes and moderating factors

  2011influential reference
• Assessing the Employee Brand: A Census of One Company

  2011cited by this paper
• PLS-SEM: Indeed a Silver Bullet

  2011cited by this paper
• The influence of culture and market orientation on services brands: insights from Irish banking and retail firms

  2011cited by this paper
• Exploring the relationship between corporate, internal and employer branding - an empirical study

  2010cited by this paper
• Creating ‘value’ beyond the point of production: branding, financialization and market capitalization

  2010cited by this paper
• Building and measuring employee‐based brand equity

  2010influential reference
• A call for ‘User-Generated Branding’

  2010cited by this paper
• Promoting active communication behaviours through internal communication

  2010cited by this paper
• Brand-Specific Leadership: Turning Employees into Brand Champions

  2009cited by this paper
• Internal branding to influence employees' brand promise delivery: a case study in Thailand

  2009cited by this paper
• Internal branding: an enabler of employees' brand‐supporting behaviours

  2009cited by this paper
• Employees' commitment to brands in the service sector: Luxury hotel chains in Thailand

  2009cited by this paper
• The impact of implicit and explicit communications on frontline service delivery staff

  2008cited by this paper
• Internal branding: Exploring the employee's perspective

  2008influential reference
• Customer experience, organisational culture and the employer brand

  2007cited by this paper
• The role of internal branding in the delivery of employee brand promise

  2007cited by this paper
• Using internal marketing to ignite the corporate brand: The case of the UK retail bank industry

  2006cited by this paper
• Important factors to consider when using internal branding as a management strategy: A healthcare case study

  2006cited by this paper
• Internal brand building and structuration: the role of leadership

  2006cited by this paper
• Creating a firm-level dynamic capability through capitalizing on market orientation and innovativeness

  2006cited by this paper
• Building corporate branding through internal marketing: the case of the UK retail bank industry

  2006cited by this paper
• Building a University Brand from Within: A Comparison of Coaches' Perspectives of Internal Branding

  2006cited by this paper
• Human resource management's role in internal branding: an opportunity for cross‐functional brand message synergy

  2005cited by this paper
• Building brand commitment: A behavioural approach to internal brand management

  2005cited by this paper
• Internationalisation of Services Brands: The Role of Leadership During the Internal Brand Building Process

  2005cited by this paper
• Social Exchange Theory: An Interdisciplinary Review

  2005cited by this paper
• Positioning Southwest Airlines through employee branding

  2005cited by this paper
• The Motivations for and Outcomes of Employee Referrals

  2004cited by this paper
• Internal brand building in multicultural organisations: a roadmap towards action research

  2004cited by this paper
• A Conceptualization of the Employee Branding Process

  2004cited by this paper
• Implicit communication in organisations: The impact of culture, structure and management practices on employee behaviour

  2004cited by this paper
• Consumer–Company Identification: A Framework for Understanding Consumers’ Relationships with Companies

  2003cited by this paper
• Firm market orientation and salesperson customer orientation: interpersonal and intrapersonal influences on customer service and retention in business-to-business buyer–seller relationships

  2003cited by this paper
• Internal marketing and the mediating role of organisational competencies

  2003cited by this paper
• BRINGING THE CORPORATION INTO CORPORATE BRANDING

  2003cited by this paper
• Why Internal Branding Matters: The Case of Saab

  2002cited by this paper
• Cultivating service brand equity

  2000cited by this paper
• Modelling internal communications in the financial services sector

  2000cited by this paper
• Strategic Brand Management: Building, Measuring, and Managing Brand Equity

  1997cited by this paper
• The chasm between managers' and consumers' views of brands: the experts' perspectives

  1997cited by this paper
• Services Marketing: Integrating Customer Focus Across the Firm

  1996cited by this paper
• Building Strong Brands

  1995cited by this paper
• International Marketing Strategy: Analysis, Development and Implementation

  1994cited by this paper
• Dependence and risk: transforming the structure of social exchange

  1994cited by this paper
• Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

  1993cited by this paper
• Recruitment sources and posthire outcomes for job applicants and new hires: A test of two hypotheses.

  1993cited by this paper
• Service Quality Measurement

  1993cited by this paper
• A review and meta-analysis of the antecedents, correlates, and consequences of organizational commitment

  1990cited by this paper
• THE RELATIONSHIP BETWEEN RECRUITING SOURCE, APPLICANT QUALITY, AND HIRE PERFORMANCE: AN ANALYSIS BY SEX, ETHNICITY, AND AGE

  1989cited by this paper
• STRUCTURAL EQUATION MODELING IN PRACTICE: A REVIEW AND RECOMMENDED TWO-STEP APPROACH

  1988influential reference
• Antecedents and outcomes of organizational commitment.

  1977cited by this paper

• No citing papers are available for this paper.