Wei Zhang
Department of Education, Tianjin Vocational Institute, Tianjin, China.
Front Psychol. 2022 Jul 1;13:919054. doi: 10.3389/fpsyg.2022.919054. eCollection 2022.
In this era of competition, branding is an essential marketing tool for organizations to compete in today's dynamic markets. Organizations should realize the importance of employee-based brand equity from the perspectives of customer branding and financial performance. Employee-based brand equity plays a crucial role in building organizational brand equity. This study conceptualized a model that helps the practitioners to build employee-based brand equity and organizational brand equity. This study examines the role of organizational brand-building strategies and brand-oriented leadership in promoting employee-based brand equity and organizational brand equity. This study collected data from the employees of various beverage companies in China. This study analyzed data through partial least square structural equation modeling using Smart PLS 3. This study found a positive direct association between organizational brand-building strategies and employee-based brand equity. However, according to the results, no direct association was found between organizational brand-building strategies and organizational brand equity. This study also confirms that organizational brand-building strategies indirectly promote organizational brand equity through employee-based brand equity. Moreover, this study demonstrates that brand-oriented leadership directly influences employee-based brand equity and organizational brand equity but negatively moderates the relationship between organizational brand-building strategies and employee-based brand equity. No moderation was found in the relationship between organizational brand-building strategies and organizational brand equity. Finally, the practical and theoretical implications of this study are discussed.
在这个竞争的时代，品牌塑造是组织在当今动态市场中竞争的重要营销工具。组织应从客户品牌塑造和财务绩效的角度认识到基于员工的品牌资产的重要性。基于员工的品牌资产在构建组织品牌资产方面发挥着关键作用。本研究构建了一个模型，以帮助从业者建立基于员工的品牌资产和组织品牌资产。本研究考察了组织品牌建设策略和品牌导向型领导在促进基于员工的品牌资产和组织品牌资产方面的作用。本研究收集了中国各饮料公司员工的数据。本研究使用Smart PLS 3通过偏最小二乘结构方程模型分析数据。本研究发现组织品牌建设策略与基于员工的品牌资产之间存在正向直接关联。然而，根据结果，未发现组织品牌建设策略与组织品牌资产之间存在直接关联。本研究还证实，组织品牌建设策略通过基于员工的品牌资产间接促进组织品牌资产。此外，本研究表明，品牌导向型领导直接影响基于员工的品牌资产和组织品牌资产，但对组织品牌建设策略与基于员工的品牌资产之间的关系起负向调节作用。在组织品牌建设策略与组织品牌资产之间的关系中未发现调节作用。最后，讨论了本研究的实践和理论意义。
