The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour

Piehler Rico; King Ceridwyn; Burmann Christoph; Xiong Lina

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The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour

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

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摘要

Purpose - This study aims to develop comprehensive definitions, conceptualizations and measures of four internal brand management (IBM) outcomes, namely, brand understanding, brand identification, brand commitment and brand citizenship behaviour (BCB). In doing so, it also aims to propose a model, which considers the relationships across these outcomes.

机译：目的-本研究旨在为四个内部品牌管理（IBM）成果（即品牌理解，品牌识别，品牌承诺和品牌公民行为（BCB））制定全面的定义，概念化和度量。这样做的目的还在于提出一个模型，该模型考虑这些结果之间的关系。

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来源
《European journal of marketing》 |2016年第10期|1575-1601|共27页
作者
Piehler Rico; King Ceridwyn; Burmann Christoph; Xiong Lina;
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作者单位

Univ Bremen, Innovat Brand Mangement, D-28359 Bremen, Germany;

Temple Univ, Sch Sport Tourism & Hosp Management, Philadelphia, PA 19122 USA;

Univ Bremen, Innovat Brand Mangement, D-28359 Bremen, Germany;

Colorado State Univ, Dept Human Dimens Nat Resources, Ft Collins, CO 80523 USA;

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原文格式 PDF
正文语种 eng
中图分类
关键词
Brand identification; Employees; Brand commitment; Internal brand management; Brand citizenship behaviour; Brand understanding;

机译：品牌识别;员工;品牌承诺;内部品牌管理;品牌公民行为;品牌理解;

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1. Employees' brand understanding,brand commitment,and brand citizenship behaviour: a closer look at the relationships among construct dimensions [J] . Rico Piehler Journal of Brand Management . 2018,第3期

机译：员工的品牌理解，品牌承诺和品牌公民行为：仔细看看构造尺寸之间的关系
2. Exploring the impact of employees' self-concept, brand identification and brand pride on brand citizenship behaviors [J] . Helm Sabrina Verena, Renk Uwe, Mishra Anubha European journal of marketing . 2016,第1a2期

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
3. 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”
4. EMPLOYEE BRAND UNDERSTANDING, BRAND COMMITMENT, AND BRAND CITIZENSHIP BEHAVIOR - A CLOSER LOOK AT THE RELATIONSHIPS BETWEEN THE CONSTRUCTS' DIMENSIONS [C] . Rico Piehler, Christoph Burmann AMA Educators Conference . 2016

机译：员工品牌了解，品牌承诺和品牌公民行为 - 仔细看看构造尺寸之间的关系
5. Examining the role of brand associations in multipurpose fitness facilities: The relationship between service quality, exercise commitment, brand associations, and brand loyalty [D] . Williams, Antonio S. 2010

机译：检查品牌协会在多功能健身设施中的作用：服务质量，锻炼承诺，品牌协会和品牌忠诚度之间的关系
6. How Do Different Types of Community Commitment Influence Brand Commitment? The Mediation of Brand Attachment [O] . Ning Zhang, Zhi-min Zhou, Chen-ting Su, -1

机译：不同类型的社区承诺如何影响品牌承诺？品牌依恋的中介
7. Relationships among Internal Brand, Brand Commitment and Brand Citizenship Behaviours of Employees in Aviation Industry: The Case of Domestic Airport Service Providers in Vietnam [O] . Dung Quang Truong, Thang Quyet Nguyen, Quynh T.N. Phan 2019

机译：航空业员工的内部品牌，品牌承诺和品牌公民行为的关系：越南国内机场服务提供商的案例

The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour

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