Employee Brand Understanding: A New Perspective in Measuring the Effectiveness of Internal Brand Management
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This study aims to propose an efficient measurement of organization internal brand management (IBM) effectiveness. This measurement focuses on employees’ actual understanding of the organization’s brand, providing insight with respect to employees’ psychological brand commitment and their brand citizenship behaviors. Through evaluating the measurement and structural models, the authors identified employees’ perceived behavior-brand connection as the most important factor to influence their brand commitment and brand citizenship behaviors. Thus, it is suggested that when employees believe that their behaviors can significantly affect how the brand is perceived by customers and they can make a difference in that perception, they are more likely to be committed to