The role of employees in shaping brand performance

Agnieszka  Bieńkowska; Anna  Sałamacha; Katarzyna  Tworek

doi:10.23762/FSO_VOL8_NO2_6

Published : 2020-06-30

Vol. 8 No. 2 (2020)

The role of employees in shaping brand performance

Agnieszka Bieńkowska

Anna Sałamacha

Katarzyna Tworek

DOI: https://doi.org/10.23762/FSO_VOL8_NO2_6

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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Agnieszka Bieńkowska

agnieszka.bienkowska@pwr.edu.pl

Affiliation:

Wrocław University of Science and Technology, Wrocław, Poland Poland

Bio Statement (e.g., department and rank)

Agnieszka Bieńkowska is a professor at Wrocław University of Science and Technology, Faculty of Computer Science and Management, where she is head of the Department of Management Systems and Organisational Development. Her scientific interests include models of controlling and HRM solutions in organisations.

Anna Sałamacha

anna.salamacha@pwr.edu.pl

Affiliation:

Wrocław University of Science and Technology, Wrocław, Poland Poland

Bio Statement (e.g., department and rank)

Katarzyna Tworek is a professor at Wrocław University of Science and Technology, Faculty of Computer Science and Management, where she is deputy head of the Department of Management Systems and Organisational
Development. Her scientific interests include the use of information technology in organisations, with special emphasis on IT reliability.

Katarzyna Tworek

katarzyna.tworek@pwr.edu.pl

Affiliation:

Wrocław University of Science and Technology, Wrocław, Poland Poland

Bio Statement (e.g., department and rank)

Anna Sałamacha is a doctor of economics, in the discipline of management science. She works as a research and didactic assistant at Wrocław University of Technology, Faculty of Computer Science and Management, Department of Management Systems and Organisational Development. Her scientific interests include marketing and intellectual property management.