Liu Han
Department of Art and Design, School of Art, Jiangxi University of Finance and Economics, Nanchang, China.
Front Psychol. 2022 Jun 14;13:924139. doi: 10.3389/fpsyg.2022.924139. eCollection 2022.
The challenging competitive situation in the market forces the organizations to recognize the crucial role of branding. Many studies focused on financial and customer perspectives and ignored the importance of employee-based brand building in the organization. Employee-based brand equity plays a vital role in increasing organizational performance. Hence, this study puts effort into brand-building and recognized many factors that develop employee-based brand equity for organizations. This study examines the role of internal knowledge dissemination and employees-based brand equity through brand identification and emotional attachment. This study also assesses the direct relationship between internal knowledge dissemination and brand identification, internal knowledge dissemination and emotional attachment, brand identification and employee-based brand equity, and emotional attachment and employee-based brand equity. For this purpose, this study adopts a convenient sampling technique and questionnaire survey method and gathered data with 712 sample sizes from employees of various clothing brands in China. For empirical examination of the data, this study considers the partial least square structural equation modeling technique and analyzed data using the Smart PLS 3.3.3 software. The outcomes revealed that internal knowledge dissemination negatively influences employee-based brand equity. This study finds a positive direct association between internal knowledge dissemination and brand identification, internal knowledge dissemination and emotional attachment, brand identification and employee-based brand equity, and emotional attachment and employee-based brand equity. Moreover, this study finds that emotional attachment and brand identification positively mediate the relationship between internal knowledge dissemination and employee-based brand equity. The findings of this study provide an insight to the organizations that effective dissemination of the internal knowledge enhances employees' brand identification and their emotional attachments. Consequently, these positive attributes of employees play a constructive role in creating employee-based brand equity. This study also has some valuable theoretical and practical implications.
市场中具有挑战性的竞争形势迫使组织认识到品牌塑造的关键作用。许多研究聚焦于财务和客户视角，而忽视了基于员工的品牌建设在组织中的重要性。基于员工的品牌资产在提升组织绩效方面发挥着至关重要的作用。因此，本研究致力于品牌建设，并识别出许多为组织发展基于员工的品牌资产的因素。本研究通过品牌认同和情感依恋来考察内部知识传播与基于员工的品牌资产的作用。本研究还评估了内部知识传播与品牌认同、内部知识传播与情感依恋、品牌认同与基于员工的品牌资产以及情感依恋与基于员工的品牌资产之间的直接关系。为此，本研究采用便利抽样技术和问卷调查方法，从中国各服装品牌的员工中收集了712个样本的数据。为了对数据进行实证检验，本研究采用偏最小二乘结构方程建模技术，并使用Smart PLS 3.3.3软件对数据进行分析。结果显示，内部知识传播对基于员工的品牌资产有负面影响。本研究发现内部知识传播与品牌认同、内部知识传播与情感依恋、品牌认同与基于员工的品牌资产以及情感依恋与基于员工的品牌资产之间存在正相关关系。此外，本研究发现情感依恋和品牌认同正向调节内部知识传播与基于员工的品牌资产之间的关系。本研究的结果为组织提供了一个见解，即有效传播内部知识可增强员工的品牌认同和情感依恋。因此，员工的这些积极属性在创造基于员工的品牌资产方面发挥着建设性作用。本研究还具有一些有价值的理论和实践意义。
