Purpose

This study aims to examine the internal brand knowledge dissemination process in the banking sector and its effects on employees. Specifically, it focuses on the key roles of employee identification with both the organization and with the customer as antecedents of behaviors supportive of the brand, i.e. employee citizenship behaviors and recommendation behaviors.

Design/methodology/approach

An empirical study was carried out in a major Spanish bank. Data gathered from a survey of 315 employees were analyzed through structural equation modeling.

Findings

The results showed that employees' perceptions of brand value congruence are key in explaining their identification with both the organization and with the customer. However, the employees' perceptions of the brand's authenticity explained only their recommendations of the bank as a good place to work.

Originality/value

These findings contribute to the advance in the current knowledge of the role of variables such as brand authenticity and employee–customer identification in internal brand management. From a managerial viewpoint, the results provide insights into the importance of employees' perceptions and attitudes when it comes to brand knowledge dissemination.

中文翻译：

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内部品牌知识传播对员工的影响

目的

本研究旨在检验银行业内部品牌知识传播过程及其对员工的影响。具体而言，它关注员工在组织和客户中的关键作用，作为支持品牌的行为的前因，即员工公民行为和推荐行为。

设计/方法/方法

一项实证研究是在西班牙一家主要银行进行的。通过结构方程模型分析从对 315 名员工的调查中收集的数据。

发现

结果表明，员工对品牌价值一致性的看法是解释他们对组织和客户认同的关键。然而，员工对品牌真实性的看法仅解释了他们对银行作为工作场所的推荐。

原创性/价值

这些发现有助于提高当前对品牌真实性和员工-客户识别等变量在内部品牌管理中的作用的认识。从管理的角度来看，结果提供了对员工感知和态度在品牌知识传播方面的重要性的见解。