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Institut für Marketing & Management

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Browsing Institut für Marketing & Management by Person "Abed, Fabian"

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    The influence of Corporate Brand Experience on employees´ corporate brand pride, brand-related and service-related behaviour
    (2023) Abed, Fabian; Büttgen, Marion
    In the past years corporation and brands increase their efforts to influence employees´ attitudes and behaviour using internal branding activities. In doing so, corporation and brands try to enhance organizational or brand commitment and related positive behaviour of its personnel. Here, corporate brand pride seems particular interesting as this construct receives increasing attention in theory and practice. On the one hand, corporate brands such as Facebook or Ritz-Carlton have already identified pride as a central element in their strategy regarding employee engagement and outstanding customer service (Kraemer et al., 2020). On the other hand, research regarding pride is scarce. As pride implies a strong bond between the employee and the corporation or brand, strong effects on employee behaviour can be assumed. For this reason, it seems interesting to further investigate this construct. Here, the question arises how employees´ corporate brand pride can be fostered. In answering this question this work uses an internal branding approach, investigating how direct and indirect corporate brand experience affect corporate brand pride, brand-related and service-oriented behaviour of personnel. The latter experience represents a non-product related corporate brand experience, for example via internal communications. As corporate brands face nowadays increasing media coverage, this thesis further investigate effects of perceived negative on corporate brand pride and brand-oriented behaviour. In doing so, this work show how corporation can mitigate unfavourable effects of negative corporate brand publicity. The central part of this behaviouristic thesis represents three quantitative cross-sectional studies which have been analysed using structural equation modelling. In doing so, manifest and latent relationships are analysed. The data used in the studies stem mostly from various online survey, which have been conducted in Germany´s largest Business-Network (XING). The results of this thesis reveal, that corporate brand pride of employees can be fostered through indirect corporate brand experience. Indirect corporate brand experience through internal communications also provides an effective way to mitigate the perception of negative corporate brand publicity and their subsequent adverse effects on corporate brand pride. Moreover, the thesis reveal that the dissemination of brand knowledge, as a central part of internal branding, positively affect pride of employees, too. In addition, results provide evidence that employee pride represent a strong attitudinal motivator, which in turn influence brand- and service-oriented behaviour of personnel. At the end, the thesis highlights implications for theory and practice as well as limitations. The findings of this thesis provide important theoretical and practical implications, in particular for marketing manager and human resources manager.