How Does Internal Brand Communication Affect Organizational Outcomes? The Mediating Roles of Brand Identification and Employee Behaviors

被引：0

作者：

Kim, Sojeong ^{[1
]}

Kim, Jarim ^{[2
,3
]}

机构：

[1] Yonsei Univ, Grad Sch Journalism Media & Commun, Seoul, South Korea

[2] Yonsei Univ, Dept Commun, Seoul, South Korea

[3] Yonsei Univ, Dept Commun, 50 Yonsei Ro, Seoul 03722, South Korea

来源：

JOURNAL OF PUBLIC RELATIONS RESEARCH | 2023年 / 35卷 / 04期

关键词：

Brand identification; employee behavior; internal brand communication; turnover intention; SOCIAL IDENTITY THEORY; TURNOVER INTENTION; JOB-SATISFACTION; IN-ROLE; CITIZENSHIP BEHAVIOR; INNOVATIVE BEHAVIOR; MARKET ORIENTATION; VOLUNTARY TURNOVER; SERVICES BRANDS; MODERATING ROLE;

D O I：

10.1080/1062726X.2023.2181814

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

Using a survey of 400 full-time employees in Korea, this study investigates the underlying processes through which internal brand communication influences organizational outcomes. Specifically, the study examines how internal brand communication influences turnover intentions through brand identification and employees' in-role and innovative behaviors. The analysis showed that internal brand communication increases brand identification, which further increases the in-role and innovative behaviors of employees. It also revealed that in-role behaviors increase turnover intentions.

引用

页码：259 / 280

页数：22

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