“That’s my job” Exploring the effect of brand empowerment towards employee brand equity: Mediating role of employee critical psychological states
Purpose – Based on the recent call to uncover the dynamics of employee psychological states in branding, i.e. employee brand understanding and brand psychological ownership, this study aims to investigate the relationship between brand empowerment, employee psychological states, and their outcom...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Fundação Escola de Comércio Álvares Penteado
2018-10-01
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| Series: | Revista Brasileira de Gestão De Negócios |
| Subjects: | |
| Online Access: | https://rbgn.fecap.br/RBGN/article/view/3952/pdf |
| _version_ | 1819279923403030528 |
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| author | Mohsin Altaf Arfan Shahzad |
| author_facet | Mohsin Altaf Arfan Shahzad |
| author_sort | Mohsin Altaf |
| collection | DOAJ |
| description | Purpose – Based on the recent call to uncover the dynamics of employee
psychological states in branding, i.e. employee brand understanding
and brand psychological ownership, this study aims to investigate the
relationship between brand empowerment, employee psychological
states, and their outcome i.e. employee brand equity. Moreover, the
study tried to investigate the mediating role of employee psychological
states, i.e. employee brand understanding and brand psychological
ownership, in the relationship between brand empowerment and
employee brand equity.
Design/methodology/approach –The survey method was adopted to
collect the data from the respondents from public sector banks. Data
were collected from 374 employees working in the banking sector using
the proportionate stratified random sampling technique.
Findings –The results of this study confirm the positive relationship
between brand empowerment, employee psychological states, i.e.
employee brand understanding and brand psychological ownership, and
employee brand equity. Furthermore, employees’ psychological states
play a mediating role in the relationship between brand empowerment
and employee brand equity, as illustrated in job characteristics theory.
Past studies in branding literature have revolved around employees’
psychological states and their impact on personal outcomes, i.e.
employee brand equity.
Originality/value – Based on the recent call to explore the dynamics
of employee psychological states, this study tries to dig deeper into
the theory by investigating the link between brand empowerment and
employee brand equity. |
| first_indexed | 2024-12-24T00:35:37Z |
| format | Article |
| id | doaj.art-f9406e0d0b3f416abb4c9951084ae75a |
| institution | Directory Open Access Journal |
| issn | 1806-4892 1983-0807 |
| language | English |
| last_indexed | 2024-12-24T00:35:37Z |
| publishDate | 2018-10-01 |
| publisher | Fundação Escola de Comércio Álvares Penteado |
| record_format | Article |
| series | Revista Brasileira de Gestão De Negócios |
| spelling | doaj.art-f9406e0d0b3f416abb4c9951084ae75a2022-12-21T17:24:05ZengFundação Escola de Comércio Álvares PenteadoRevista Brasileira de Gestão De Negócios1806-48921983-08072018-10-0120459961810.7819/rbgn.v0i0.3952“That’s my job” Exploring the effect of brand empowerment towards employee brand equity: Mediating role of employee critical psychological statesMohsin Altaf0Arfan Shahzad1 Universiti Utara MalaysiaUniversiti Utara MalaysiaPurpose – Based on the recent call to uncover the dynamics of employee psychological states in branding, i.e. employee brand understanding and brand psychological ownership, this study aims to investigate the relationship between brand empowerment, employee psychological states, and their outcome i.e. employee brand equity. Moreover, the study tried to investigate the mediating role of employee psychological states, i.e. employee brand understanding and brand psychological ownership, in the relationship between brand empowerment and employee brand equity. Design/methodology/approach –The survey method was adopted to collect the data from the respondents from public sector banks. Data were collected from 374 employees working in the banking sector using the proportionate stratified random sampling technique. Findings –The results of this study confirm the positive relationship between brand empowerment, employee psychological states, i.e. employee brand understanding and brand psychological ownership, and employee brand equity. Furthermore, employees’ psychological states play a mediating role in the relationship between brand empowerment and employee brand equity, as illustrated in job characteristics theory. Past studies in branding literature have revolved around employees’ psychological states and their impact on personal outcomes, i.e. employee brand equity. Originality/value – Based on the recent call to explore the dynamics of employee psychological states, this study tries to dig deeper into the theory by investigating the link between brand empowerment and employee brand equity.https://rbgn.fecap.br/RBGN/article/view/3952/pdfemployee brand equitybrand psychological ownershipemployee brand understandingbrand empowermentpublic banks. |
| spellingShingle | Mohsin Altaf Arfan Shahzad “That’s my job” Exploring the effect of brand empowerment towards employee brand equity: Mediating role of employee critical psychological states Revista Brasileira de Gestão De Negócios employee brand equity brand psychological ownership employee brand understanding brand empowerment public banks. |
| title | “That’s my job” Exploring the effect of brand empowerment towards employee brand equity: Mediating role of employee critical psychological states |
| title_full | “That’s my job” Exploring the effect of brand empowerment towards employee brand equity: Mediating role of employee critical psychological states |
| title_fullStr | “That’s my job” Exploring the effect of brand empowerment towards employee brand equity: Mediating role of employee critical psychological states |
| title_full_unstemmed | “That’s my job” Exploring the effect of brand empowerment towards employee brand equity: Mediating role of employee critical psychological states |
| title_short | “That’s my job” Exploring the effect of brand empowerment towards employee brand equity: Mediating role of employee critical psychological states |
| title_sort | that s my job exploring the effect of brand empowerment towards employee brand equity mediating role of employee critical psychological states |
| topic | employee brand equity brand psychological ownership employee brand understanding brand empowerment public banks. |
| url | https://rbgn.fecap.br/RBGN/article/view/3952/pdf |
| work_keys_str_mv | AT mohsinaltaf thatsmyjobexploringtheeffectofbrandempowermenttowardsemployeebrandequitymediatingroleofemployeecriticalpsychologicalstates AT arfanshahzad thatsmyjobexploringtheeffectofbrandempowermenttowardsemployeebrandequitymediatingroleofemployeecriticalpsychologicalstates |