Published : 2020-06-30

The role of employees in shaping brand performance

Agnieszka Bieńkowska



Anna Sałamacha



Katarzyna Tworek



Abstract

The impact of employee activities on creating the brand management process is becoming increasingly important in the modern economy. Therefore, the role of employees in shaping brand performance should be defined. The study investigates the mediating role of employee brand commitment in the relationship between employee openness and brand performance. In order to verify the potential relationship, empirical studies were conducted in 2019. The first stage was a pilot survey covering a group of 25 managers acting as competent judges, followed by the main study, during which results from 268 organisations located in Poland were collected. To develop and verify the assumed hypothesis, the following research methodology was used: a systematic literature review, correlation analysis, and multiple linear regression analysis with a mediator. The results of the research have shown that the shaping of brand performance is influenced by employee openness, and indirectly by employee brand commitment. It was established that brand performance
is indirectly and significantly influenced by employee openness and also that employee brand commitment is a mediator in this relationship.

Keywords:

management, employee brand commitment, employee openness, brand performance



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Bieńkowska, A. ., Sałamacha, A. ., & Tworek, K. . (2020). The role of employees in shaping brand performance. Forum Scientiae Oeconomia, 8(2), 93–107. https://doi.org/10.23762/FSO_VOL8_NO2_6

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