Role of celebrity endorsement in promoting employees’ organization identification: A brand-based perspective
Celebrity endorsement has been used for decades to promote products to consumers. As employees are one of the primary stakeholders and are known as second consumers, their concerns about celebrity endorsement effectiveness and pride need attention for building their identification with an organizati...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2022-09-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.910375/full |
| _version_ | 1798001987902504960 |
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| author | Muhammad Abdullah Sidra Ghazanfar Rakhshan Ummar Rizwan Shabbir |
| author_facet | Muhammad Abdullah Sidra Ghazanfar Rakhshan Ummar Rizwan Shabbir |
| author_sort | Muhammad Abdullah |
| collection | DOAJ |
| description | Celebrity endorsement has been used for decades to promote products to consumers. As employees are one of the primary stakeholders and are known as second consumers, their concerns about celebrity endorsement effectiveness and pride need attention for building their identification with an organization. This study investigated the internal branding process by examining employees’ brand orientation, celebrity-organization value congruence, and the accuracy of employee portrayal. Data are collected from a leading multinational bank in Pakistan through a structured questionnaire. The results of the study showed that when employees felt celebrity endorsement matched organizational values, the celebrity successfully portrayed actual corporate values. Thus, employees believed that endorsement effectively gained consumers’ attention and built a strong corporate image. The study affirmed that employees’ sense of pride toward their organization motivates them to identify with it. Furthermore, the results showed that value congruence mediates the relationship between brand orientation and endorsement effectiveness, while pride mediates the relationship between endorsement effectiveness and organization identification. Service organizations could use brand orientation to gain accurate employee portrayal that revives their pride and attachment with the organization and enhances corporate identification. The future directions and limitations are discussed. |
| first_indexed | 2024-04-11T11:44:58Z |
| format | Article |
| id | doaj.art-ec68df268c55421e88110632f8380f74 |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-04-11T11:44:58Z |
| publishDate | 2022-09-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-ec68df268c55421e88110632f8380f742022-12-22T04:25:40ZengFrontiers Media S.A.Frontiers in Psychology1664-10782022-09-011310.3389/fpsyg.2022.910375910375Role of celebrity endorsement in promoting employees’ organization identification: A brand-based perspectiveMuhammad Abdullah0Sidra Ghazanfar1Rakhshan Ummar2Rizwan Shabbir3Department of Management Sciences, Khwaja Fareed University of Engineering and Information Technology, Rahim Yar Khan, PakistanDepartment of Management Sciences, Khwaja Fareed University of Engineering and Information Technology, Rahim Yar Khan, PakistanDepartment of Management Sciences, National University of Modern Languages, Islamabad, PakistanLyallpur Business School, Government College University, Faisalabad, PakistanCelebrity endorsement has been used for decades to promote products to consumers. As employees are one of the primary stakeholders and are known as second consumers, their concerns about celebrity endorsement effectiveness and pride need attention for building their identification with an organization. This study investigated the internal branding process by examining employees’ brand orientation, celebrity-organization value congruence, and the accuracy of employee portrayal. Data are collected from a leading multinational bank in Pakistan through a structured questionnaire. The results of the study showed that when employees felt celebrity endorsement matched organizational values, the celebrity successfully portrayed actual corporate values. Thus, employees believed that endorsement effectively gained consumers’ attention and built a strong corporate image. The study affirmed that employees’ sense of pride toward their organization motivates them to identify with it. Furthermore, the results showed that value congruence mediates the relationship between brand orientation and endorsement effectiveness, while pride mediates the relationship between endorsement effectiveness and organization identification. Service organizations could use brand orientation to gain accurate employee portrayal that revives their pride and attachment with the organization and enhances corporate identification. The future directions and limitations are discussed.https://www.frontiersin.org/articles/10.3389/fpsyg.2022.910375/fullorganization identificationbrand orientationcelebrity endorsement effectivenessemployee pridesocial identity theory |
| spellingShingle | Muhammad Abdullah Sidra Ghazanfar Rakhshan Ummar Rizwan Shabbir Role of celebrity endorsement in promoting employees’ organization identification: A brand-based perspective Frontiers in Psychology organization identification brand orientation celebrity endorsement effectiveness employee pride social identity theory |
| title | Role of celebrity endorsement in promoting employees’ organization identification: A brand-based perspective |
| title_full | Role of celebrity endorsement in promoting employees’ organization identification: A brand-based perspective |
| title_fullStr | Role of celebrity endorsement in promoting employees’ organization identification: A brand-based perspective |
| title_full_unstemmed | Role of celebrity endorsement in promoting employees’ organization identification: A brand-based perspective |
| title_short | Role of celebrity endorsement in promoting employees’ organization identification: A brand-based perspective |
| title_sort | role of celebrity endorsement in promoting employees organization identification a brand based perspective |
| topic | organization identification brand orientation celebrity endorsement effectiveness employee pride social identity theory |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.910375/full |
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