Purpose

The concept of employee-based brand equity (EBBE) has been the center of scholars' attention in the field of marketing and brand management. The brand is one of the most valuable intangible assets of any organization. This research is a novel step in examining the brand-specific transactional leadership role in implementing the new approach of brand-building behaviors (BBBs) and EBBE.

Design/methodology/approach

The statistical population of the current study is employees of five major insurance companies in Semnan city of Iran. Using the classified random sampling method, 136 employees of these insurance firms were chosen. Likert-based questionnaires were used to collect data. Structural equation modeling (SEM) was used to analyze research data.

Findings

Findings show that brand-specific transactional leadership affects participation and retention positively and significantly. Also, the variables of participation, in-role brand-building behavior (IRBBB) and retention, have a positive and significant effect on the EBBE. However, no significant relationship has been found between brand-specific transactional leadership and the IRBBB.

Research limitations/implications

The study was bound by access to firms and managers' availability. On the other hand, this research is a cross-sectional study, and its data have been collected in a certain period of time, while longitudinal research can provide a richer result. Future research can benefit from the impact of brand-specific transactional leadership and brand evangelism.

Practical implications

When selecting brand leaders, manager training programs need to evaluate whether a candidate has brand-specific transactional leadership traits that will enhance the successful internalization of brand values and improve EBBE.

Originality/value

Brand-specific transactional leadership increases employee responsibility and a greater desire to engage in citizenship behaviors. In addition, using partnerships to influence customer supportive behaviors creates a good image of the company and its services in the minds of customers. Also, this research is a novel step in examining the brand-specific transactional leadership role in implementing the new approach of BBBs and EBBE.

中文翻译：

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品牌特定的交易领导：品牌建设行为对保险业员工品牌资产的影响

目的

基于员工的品牌资产（EBBE）的概念一直是市场营销和品牌管理领域学者关注的中心。品牌是任何组织最宝贵的无形资产之一。这项研究是检查品牌特定交易领导作用在实施品牌建设行为 (BBB) 和 EBBE 新方法中的新步骤。

设计/方法/方法

当前研究的统计人群是伊朗塞姆南市五家主要保险公司的员工。使用分类随机抽样方法，选择了这些保险公司的 136 名员工。使用基于李克特的问卷来收集数据。结构方程模型 (SEM) 用于分析研究数据。

发现

研究结果表明，特定于品牌的交易型领导积极而显着地影响参与度和保留率。此外，参与变量、角色中的品牌建设行为 (IRBBB) 和保留对 EBBE 有积极而显着的影响。然而，在品牌特定的交易领导力和 IRBBB 之间没有发现显着的关系。

研究限制/影响

该研究受到公司和管理人员可用性的影响。另一方面，本研究是横断面研究，其数据是在一定时期内收集的，而纵向研究可以提供更丰富的结果。未来的研究可以受益于品牌特定的交易领导力和品牌传播的影响。

实际影响

在选择品牌领导者时，经理培训计划需要评估候选人是否具有品牌特定的交易型领导特质，这些特质将增强品牌价值的成功内化并改善 EBBE。

原创性/价值

特定于品牌的交易型领导增加了员工的责任感和参与公民行为的更大愿望。此外，利用合作伙伴关系来影响客户的支持行为，可以在客户心目中树立公司及其服务的良好形象。此外，这项研究是检查在实施 BBB 和 EBBE 新方法中特定品牌的交易领导作用的新步骤。