scholarly journals Employee critical psychological states as determinants of employee brand equity in banking: a multi-group analysis

2017 ◽  
Vol 12 (3) ◽  
pp. 61-73 ◽  
Author(s):  
Mohsin Altaf ◽  
Sany Sanuri Mohd Mokhtar ◽  
Noor Hasmini Abd Ghani
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Group Analysis ◽  
Psychological Ownership ◽  
Brand Knowledge ◽  
The Relationship ◽  
Moderating Role ◽  
Brand Understanding ◽  
Conventional And Islamic Banks

The objective of the study is to investigate the moderating role of affective sentiments of brand psychological ownership of an employee in the relationship among the cognitive sentiments of employee brand understanding and employee brand equity of conventional and Islamic banks. Survey method was adopted to collect data from respondents from conventional and Islamic banks. Data were collected from 279 employees from the banking sector using two-stage probability sampling. Disproportionate stratified random sampling and simple random sampling were employed to collect responses. To analyze the data, multi-group analysis was applied using PLS-SEM technique through SmartPLS 3.0. Results demonstrated that congruence between brand image and individuals has a moderating effect on the relationship between brand confidence and employee brand equity in conventional banking. Responsibility to maintain brand image has a moderating effect on the relationship between brand knowledge and employee brand equity in conventional banking. In case of Islamic banking, only congruence between brand image and individuals exhibited a moderating role on the relationship between brand knowledge and employee brand equity. The importance of brand understanding of employees and psychological ownership of a brand has been widely discussed in branding literature. However, only a few studies investigated the relationship between dimensions of employee brand understanding and the employee brand psychological ownership with employee brand equity. The cognitive and affective sentiments of both exogenous latent constructs, their relationships, and the interaction effect of cognitive and affective sentiments were seldom discussed in branding literature. This study covers the in-depth view and investigation of brand understanding of employ¬ees and the affective and cognitive sentiments of brand psychological ownership with em¬ployee behavior toward a brand. This study also uncovers the moderating role of affective sentiments of brand psychological ownership on the relationship between cognitive senti¬ments of employee brand understanding and employee brand equity. This study will help researchers analyze the in-depth role of affective and cognitive sentiments on brand sup¬portive related behavior of employees.

Corporate reputation and retail bank selection: the moderating role of brand image

2019 ◽  
Vol 48 (2) ◽  
pp. 109-127 ◽  
Author(s):  
Bedman Narteh ◽  
Mahama Braimah
Keyword(s):  
Service Provider ◽  
Corporate Reputation ◽  
Structural Equation ◽  
Banking Sector ◽  
Brand Image ◽  
Retail Banking ◽  
Content Type ◽  
The Relationship ◽  
Moderating Role

Purpose Even though scholars have proposed multiple dimensions to measure corporate reputation, the relationship between these dimensions and service provider selection has received a dearth of research. Moreover, the moderating role of brand image on this relationship has hardly been considered. The purpose of this paper is to fill these gaps in the literature. Design/methodology/approach The study employed a quantitative approach, collecting data from 540 retail bank customers using surveys. Results were analyzed using structural equation modelling in AMOS. Findings The study found out that emotional engagement, corporate performance, customer centricism and service quality directly predicted customer selection of retail banks in Ghana. The results further indicated that brand image moderates the relationship between social and ethical engagement, which was not directly significant and bank selection. Practical implications The findings of the study indicate that some of the dimensions of corporate reputation have a direct impact on bank selection by customers, and that brand image could also be used to improve social and ethical dimension of corporate reputation to ensure bank selection by retail customers. The study thus provides practical guidelines for managing corporate reputation to achieve retail bank selection in Ghana. Originality/value The paper provides support to some of the prior studies on corporate reputation in the retail banking sector. Thus, the study provides useful insights into how corporate reputation can be managed to ensure service provider selection by retail bank customers.

scholarly journals IMPACT OF CELEBRITY ENDORSEMENT ON BRAND EQUITY

2014 ◽  
Vol 10 (3) ◽  
pp. 1953-1960
Author(s):  
Seyed Ibne-Ali Jaffari ◽  
Farooq Ahmad ◽  
Muhammad Mehtab ◽  
Asif Iqbal
Keyword(s):  
Brand Equity ◽  
Durable Goods ◽  
Positive Impact ◽  
Empirical Relationship ◽  
Mediating Role ◽  
Brand Credibility ◽  
Celebrity Endorser ◽  
The Relationship ◽  
Moderating Role

This research intends to explore the empirical relationship between endorsers credibility and consumer based brand equity in the presence of mediating role of brand credibility and moderating role of type of celebrities i.e. National or International was also examined. This paper uses two theories to explain the relationship; associative learning was used to explain the relationship between endorser and brand equity, and brand signaling to explain the relationship about the mediating role of brand credibility. The data was collected from Islamabad, the Federal capital of Pakistan and analyzed using SPSS. Results suggest that endorsers credibility has positive impact on brand equity and brand credibility mediates this relationship. The moderating role of type of celebrity was also discussed in this paper. The past literature suggests that celebrity endorser is one who is perceived as attractive, expert and trustworthiness. This research study examined the relationship of construct in the context of non-durable goods and measured the effectiveness of celebrity i.e. National or International proved to build brand equity. 

Brand Empowerment and Brand Consistent Behavior: Mediating Role of Brand Psychological Ownership and Employee Brand Understanding

2019 ◽  
Vol 34 (3) ◽  
pp. 477-496
Author(s):  
Mohsin Altaf ◽  
Sany Sanuri Mohd Mokhtar ◽  
Faisal Mustafa ◽  
Arfan Shahzad
Keyword(s):  
Positive Relationship ◽  
Banking Sector ◽  
Psychological Ownership ◽  
Survey Method ◽  
Mediating Role ◽  
Multistage Sampling ◽  
Relationship Of ◽  
The Relationship ◽  
Brand Understanding

This study aimed to investigate the connection of brand empowerment with employee brand understanding, brand psychological ownership, and brand consistent behavior. Secondly, mediating role of brand psychological ownership and employee brand understanding in the relationship of brand empowerment and brand consistent behavior was also examined. Survey method was used to collect data from 274 employees of banking sector through multistage sampling. Measures of Brand Consistent Behavior Scale (King, Grace, & Funk, 2012), Employee Brand Understanding Scale (Piehler et al., 2016), Brand Psychological Ownership Scale (Chang et al., 2012), and Brand Empowerment Scale (King, So, & Grace, 2013) were used. Results affirmed the positive relationship between brand empowerment with brand psychological ownership and employee brand understanding. Moreover, brand psychological ownership and employee brand understanding had positive relationship with brand consistent behavior of the employees. Findings further indicated that the relationship of brand empowerment and brand consistent behavior was mediated by brand psychological ownership and employee brand understanding. Implications of the study were also discussed.

Conceptualisation of Role of Social Media Engagement in Influencing Purchase Behaviour of Gen Y: Role of Trust and Risk

2017 ◽  
Vol 3 (04) ◽  
Author(s):  
Anu Rani
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Perceived Risk ◽  
Purchase Intention ◽  
Gen Y ◽  
Social Media Engagement ◽  
Antecedents And Consequences ◽  
The Relationship ◽  
Moderating Role

Purpose: The present study seeks to conceptualise the role of social media engagement in purchasing intentions of gen Y and moderating role of trust and perceived risk. Design/methodology/approach: The paper draws upon the extant literature to present a series of research propositions relating to social media engagement. Findings: The study proposes a conceptual model based on the antecedents and consequences of social media engagement, and the moderating role of perceived risk and trust in the relationship between brand equity and purchase intentions. Research limitations: Being conceptual in nature, the paper needs to be empirically tested. Originality/value: The paper is among the first attempt to examine the moderating role of perceived risk and trust in the relationship between brand equity and purchase intention.

Authentic leadership and creativity: the mediating role of happiness

2017 ◽  
Vol 25 (3) ◽  
pp. 395-412 ◽  
Author(s):  
Ana Suzete Dias Semedo ◽  
Arnaldo Fernandes Matos Coelho ◽  
Neuza Manuel Pereira Ribeiro
Keyword(s):  
Structural Equation ◽  
Authentic Leadership ◽  
Group Analysis ◽  
Well Being ◽  
Organizational Level ◽  
Content Type ◽  
Mediating Role ◽  
The Relationship ◽  
Moderating Role

Purpose Authentic leadership (AL) as a style can influence, directly or indirectly, employees’ attitudes and behaviors. In this perspective, the purpose of this study is to investigate how AL predicts affective well-being (AWB) and employees’ creativity. The mediating role of AWB and the moderating role of satisfaction with management will be analyzed. Design/methodology/approach The researchers have analyzed the data from a questionnaire administered to a sample of 543 employees belonging to various public and private organizations in Cape Verde. Structural equation modelling was used to test the proposed hypotheses and a multi-group analysis was performed to identify how the level of satisfaction with the management may impact the proposed relationships. Findings The results of this study reveal that perceptions of AL predict employees’ creativity both directly and through the mediating role of AWB. Satisfaction with the management seems to moderate the relationship between AL, AWB and creativity. Practical implications The research outcomes suggest that organizations should focus on training leaders who value self-awareness and transparency in their relationships with others, who display an internal moral perspective and demonstrate balanced processing of information, to guarantee good results at the individual level and, consequently, at the organizational level. This study provides practitioners with possible routes to act in favor of a much happier and more creative workforce. Originality/value The originality of this study is because of the integration of these four concepts in a single study, providing evidence of the relationship between AL and creativity through the mediating role of AWB and moderating role of satisfaction with the management.

scholarly journals The efects of psychological ownership on loyal customers' perceptions : applying brand tourism effect and conspicuous consumption to luxury hotel marketing

2018 ◽  
Author(s):  
◽  
Seung Hwan Lee
Keyword(s):  
Brand Image ◽  
Positive Influence ◽  
Psychological Ownership ◽  
Dependent Variables ◽  
Online Panels ◽  
Luxury Hotel ◽  
The Relationship ◽  
Moderating Role ◽  
Hotel Marketing ◽  
Loyal Customers

This study aims to examine the conflict between loyal customers and non-loyal customers in the luxury hotel environment. This research mainly applied the concept of brand tourism effect and employed a 2 (two types of non-loyal customers: brand immigrants and brand tourists) x 2 (areas divided by psychological ownership: lounge vs. restaurant) mixed experimental design on the dependent variables (i.e., emotions, infringement, attitude, brand image, and switching intention) and 934 participants were recruited from nationwide online panels. To investigate loyal customers' different brand perceptions from non-loyal customers, MANOVA was performed and to examine the relationship among infringement, attitude, brand image, and switching intention, PLSSEM was conducted. The result revealed that loyal customers negatively perceive brand immigrants and positively perceive brand tourists. Loyal customers perceive higher levels of infringement and switching intention when they view brand immigrants, while loyal customers perceive positive attitude and brand image when they view brand tourists. Psychological ownership, which divided the background into lounge and restaurant, is also found to play a moderating role in loyal customers' perceptions of brand tourists and brand immigrants on infringement, attitude, and switching intention. In addition, for brand immigrants, infringement is positively related to switching intention, and attitude and brand image are negatively linked with switching intention, while for brand tourists, infringement is the only variable that has a positive influence on switching intention. In sum, the current study demonstrated that loyal customers perceive brand differently depending on the types of customers (i.e., brand tourists and brand immigrants) and two types of backgrounds (i.e., lounge and restaurant). Finally, the theoretical and empirical contributions of the present study are discussed.

Captivating Brand Hate Using Contemporary Metrics: A Structural Equation Modelling Approach

2020 ◽  
pp. 097226291989217 ◽  
Author(s):  
Richa Joshi ◽  
Rajan Yadav
Keyword(s):  
Brand Equity ◽  
Structural Equation ◽  
Mediating Effect ◽  
Relationship Of ◽  
The Relationship ◽  
Moderating Role ◽  
Brand Satisfaction ◽  
Brand Hate ◽  
Modelling Approach

Brand polarity has gained considerable attention among researchers all over the world. Brands are trapped in a dilemma of love and hate experienced by their users. They are trying hard to place themselves in a favourable position which could fetch them more revenue and positive electronic word of mouth (e-WOM). Most of the literature in branding revolves around brand satisfaction, brand loyalty, brand equity and brand image, but there are relatively lesser studies which discuss brand hate (BH). However, it is a crucial emotion related to the brand. Therefore, this study has tried to fill this void in the literature by focusing on the antecedents of BH. The present research has tried to validate the effect of negative past experience (NPE) and subjective norm on BH along with the mediating effect of BH between the relationship of NPE and negative e-WOM. It has also tried to examine the moderating role of internet usage in the relationship of NPE and BH with negative e-WOM.

Team reward interdependence and team performance: roles of shared leadership and psychological ownership

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Qinxuan Gu ◽  
Dongqing Hu ◽  
Paul Hempel
Keyword(s):  
Team Performance ◽  
Social Information Processing ◽  
Shared Leadership ◽  
Psychological Ownership ◽  
Hierarchical Regression ◽  
Content Type ◽  
Processing Theory ◽  
The Relationship ◽  
Moderating Role

PurposeDrawing on social information processing theory, the purpose of this paper is to explore the relationship between team reward interdependence and team performance, treating shared leadership as mediator and team average job-based psychological ownership as moderator.Design/methodology/approachData were collected from a field sample of 72 knowledge-based work teams comprised of 466 team members and their team leaders. Data were analysed using hierarchical regression analysis and moderated path analysis.FindingsTeam reward interdependence was positively related to team performance through shared leadership. Team average job-based psychological ownership moderated both the relationship between team reward interdependence and shared leadership, and the indirect relationship between team reward interdependence and team performance.Research limitations/implicationsThe shared leadership literature is extended by exploring the antecedents of shared leadership from the perspective of team reward interdependence, and by examining the moderating role of team average job-based psychological ownership.Practical implicationsOrganizations and managers should pay attention to team pay system design and be aware of the importance of employees' psychological ownership towards their jobs in promoting shared leadership in teams.Originality/valueThis study sheds light on the antecedents of shared leadership from the perspective of team incentives and examines antecedent boundary conditions through the moderating role of job-based psychological ownership.

scholarly journals THE ROLE OF SPORTS SPONSORSHIP IN IMPROVING BRAND EQUITY A STUDY ON THE SAUDI AUDIENCE IN RIYADH

2020 ◽  
pp. 5-15
Author(s):  
Dr. Iyad A Al-Nsour
Keyword(s):  
Brand Equity ◽  
Sampling Method ◽  
Brand Image ◽  
Sport Sponsorship ◽  
Brand Knowledge ◽  
Sports Sponsorship ◽  
Research Population ◽  
The Impact ◽  
The City

The study aims at diagnosing the impact of the sports sponsorship on the brand equity in the minds of Saudi sports audience as well as determining the statistical differences in using the sports sponsorship and brand equity according to some organizational and demographical variables. The research population consists of two sub-populations which are the sports journalists and the Saudi sports audience in the city of Riyadh. The purposive sampling method is used and the calculated samples size reaches 40 of Saudi sports journalists and 387 of the sports audience. The study concludes that sport sponsorship has a positive significant effect on brand equity in the minds of the Saudi sports audience. The study finds that there are no statistical differences in using the sports sponsorship while such differences in brand equity are proved according to age. Finally, the study suggests a set of recommendations and implications that enhance the sport sponsorship in the Saudi market. KEY WORDS: Sponsorship, Sports , Brand Knowledge, Brand Image, Mental Associations, Sports journalists, Sports Audience, Riyadh , KSA.

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