Linking employer branding and internal branding: establishing perceived employer brand image as an antecedent of favourable employee brand attitudes and behaviours. Issue 4 (16th July 2018)

• Record Type: Journal Article
• Authors: Hoppe, Daniel
• Is Part Of: Journal of product & brand management. Volume 27:Issue 4(2018)
• Page Start: 452
• Page End: 467
• Publication Date: 2018-07-16
• Subjects: Internal branding -- Brand citizenship behaviour -- Corporate Brand identification -- Perceived employer Brand image; New products -- Management -- Periodicals; New products -- Marketing -- Periodicals; Branding (Marketing) -- Periodicals; Advertising -- Brand name products -- Periodicals; 658.8
• DOI: 10.1108/JPBM-12-2016-1374
• Languages: English
• ISSNs: 1061-0421

Abstract

Abstract : Purpose: The purpose of this paper is to establish the symbolic facet of perceived employer brand image (PEBI) as an antecedent of favourable brand-related identification and employee behaviours, namely, corporate brand identification (CBI) and brand citizenship behaviours (BCB). Design/methodology/approach: A standardized questionnaire was used. Data collection occurred at a maximum care hospital in Germany ( N = 366). Structural equation modelling was used in the data analysis. Findings: A direct link between PEBI and BCB was theoretically derived from social exchange theory and could be empirically confirmed. In addition to a direct relationship, a mediated relationship based on social identity theory was outlined. PEBI influences BCB via CBI. The mediated pathway accounts for 70 per cent of the variance. Practical implications: Understanding the impact of symbolic job offerings on favourable brand-related employee attitudes and behaviours should lead practitioners to focus on increasing employees' perceptions of the employer's prestige and sincerity, for example, by strengthening employee target group-oriented communications about corporate social responsibility or increasing out-group salience when communicating organizational achievements. Originality/value: This paper transfers the concept of organizational attractiveness, organizational identification and favourable employee behaviours to a corporate brand focus. It is the first integration of the symbolic dimension of the instrumental-symbolic framework in an internal branding context.