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Relationship between Internal Branding, Employee Brand and Brand Endorsement

机译：内部品牌，员工品牌和品牌认可之间的关系

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摘要

Efficient internal branding practices give service organisations competitive advantage. While the impact of internal branding on employees behaviours has already been examined by academicians and practitioners, its role in developing a favourable employee brand remains unexplored. This article aims to analyse the influence of internal branding activities on employees’ brand knowledge, commitment and employee brand in higher education institutions in India and United States of America. Further the relationship between employee brand and brand endorsement is also examined. Using an online survey, data were collected from the teaching faculty members of higher educational institutions in India (274 samples) and the United States of America (274 samples). The partial least squares structural equation modelling (PLS-SEM) results showed that internal branding influence employees’ knowledge, commitment and image of the brand. The results also proved that employee brand significantly influences employees’ brand endorsement in both countries. The administrators of the institutes in both countries should strengthen the internal branding activities by enhancing brand-centric rewards and promotions to motivate employees to deliver the desired brand image to students and other stakeholders. They must get feedback from employees at regular intervals to know their perception regarding the brand and its image to maintain favorable employee brand.
机译：高效的内部品牌实践可为服务组织带来竞争优势。虽然内部品牌对员工行为的影响已经由院士和从业人员研究过，但其在建立良好员工品牌中的作用尚待探索。本文旨在分析内部品牌活动对印度和美国高等教育机构中员工的品牌知识，承诺和员工品牌的影响。此外，还研究了员工品牌与品牌认可之间的关系。使用在线调查，从印度（274个样本）和美利坚合众国（274个样本）的高等教育机构的教学人员收集了数据。偏最小二乘结构方程模型（PLS-SEM）结果表明，内部品牌影响员工的知识，承诺和品牌形象。结果还证明，员工品牌显着影响两国的员工品牌认可度。两国机构的管理人员应通过加强以品牌为中心的奖励和促销活动来加强内部品牌活动，以激励员工向学生和其他利益相关者传递理想的品牌形象。他们必须定期获得员工的反馈，以了解他们对品牌及其形象的看法，以维持良好的员工品牌。

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