Exploring the impact of employees' self-concept, brand identification and brand pride on brand citizenship behaviors

Helm Sabrina Verena; Renk Uwe; Mishra Anubha

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Exploring the impact of employees' self-concept, brand identification and brand pride on brand citizenship behaviors

机译：探索员工的自我概念，品牌识别和品牌自豪感对品牌公民行为的影响

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摘要

Purpose -The purpose of this paper is to identify how employees' perceived congruity of their employers' corporate brand with their own actual and ideal self may affect their brand identification (BI), brand pride (BP) and brand citizenship behavior (BCB).

机译：目的-本文的目的是确定员工对雇主的公司品牌与自己的实际和理想自我的一致认识如何影响他们的品牌识别（BI），品牌自尊（BP）和品牌公民行为（BCB）。

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来源
《European journal of marketing》 |2016年第2期|58-77|共20页
作者
Helm Sabrina Verena; Renk Uwe; Mishra Anubha;
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作者单位

Univ Arizona, Retailing & Consumer Sci, Tucson, AZ USA;

Univ Witten Herdecke, Witten, Germany;

Univ Idaho, Dept Mkt, Moscow, ID 83843 USA;

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原文格式 PDF
正文语种 eng
中图分类
关键词
Brand management; Branding; Internal marketing; Employees; Corporate branding;

机译：品牌管理;品牌;内部营销;员工;企业品牌;

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1. The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour [J] . Piehler Rico, King Ceridwyn, Burmann Christoph, European journal of marketing . 2016,第9a10期

机译：员工品牌理解，品牌识别和品牌承诺在实现品牌公民行为中的重要性
2. Linking brand commitment and brand citizenship behaviors of airline employees: 'The role of trust' [J] . Journal of Air Transport Management . 2015,第jana期

机译：将航空公司员工的品牌承诺与品牌公民行为联系起来：“信任的作用”
3. The impact of franchisor support, brand commitment, brand citizenship behavior, and franchisee experience on franchisee-perceived brand image [J] . Nyadzayo Munyaradzi W., Matanda Margaret J., Ewing Michael T. Journal of Business Research . 2015,第9期

机译：加盟商支持，品牌承诺，品牌公民行为和加盟经验对加盟商感知品牌形象的影响
4. Exploring the Relationship Between Brand Pride, Brand Identification, and Brand Citizenship Behavior of Employees [C] . Sabrina V. Helm, Uwe Renk, Anubha Mishra AMA Marketing Educators Conference . 2015

机译：探索员工品牌骄傲，品牌识别和品牌公民行为之间的关系
5. Consumer self-concept and retail store loyalty: The effects of consumer self-concept on consumer attitude and shopping behavior among brand-specific and multi-brand retail stores. [D] . Rocereto, Joseph F. 2007

机译：消费者自我概念和零售商店忠诚度：消费者自我概念对特定品牌和多品牌零售商店中的消费者态度和购物行为的影响。
6. Impact of the introduction of standardised packaging on smokers’ brand awareness and identification in Australia [O] . James Balmford, Ron Borland, Hua-Hie Yong -1

机译：引入标准化包装对吸烟者在澳大利亚的品牌知名度和认同的影响
7. The Analysis of Consumer Behavior in Relationship to a Global Brand in the Lodging Industry, Across Europe and North America Abstract: The world is changing at a fast pace and more concepts related to globalization emerge. Like, for instance, global marketing which implies an increase pressure to understand consumer behavior and its underlying changes, at a much broader level. Research, nowadays, has to uncover and comprehend certain issues like how customers in some countries are the same and different in others; how they respond positively to a particular brand, but not to umbrella branding; how they perceive quality and how they spend their available resources (of time, money, effort), giving the current economic situation. As this paper covers a case study based on a multinational corporation in the lodging industry, we will further explore certain consumer behavior dimensions in relation to the perceived image and the buying pattern of the global brand examined. [O] . Luigi DUMITRESCU, Alin OPREANA, Simona VINEREAN 100

机译：欧洲和北美住宿业与全球品牌关系中的消费者行为分析摘要：世界正在快速变化，更多与全球化相关的概念出现。例如，全球营销就意味着在更广泛的层面上了解消费者行为及其潜在变化的压力越来越大。如今，研究必须揭示和理解某些问题，例如某些国家的客户在其他国家的情况是否相同和不同;他们如何积极回应特定品牌，而不是伞形品牌;他们如何看待质量以及如何花费他们的可用资源（时间，金钱，努力），给出当前的经济状况。由于本文涵盖了基于住宿业跨国公司的案例研究，我们将进一步探讨与所考察的全球品牌的感知形象和购买模式相关的某些消费者行为维度。

Exploring the impact of employees' self-concept, brand identification and brand pride on brand citizenship behaviors

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