Friends forgive the little things: Different types of employee-brand relationships and their impact on employee brand endorsement
Type
conference paper
Date Issued
2019-05
Author(s)
Abstract (De)
Research on internal branding has so far focused on communal employee-brand relationships. Exchange relationships, as another relationship type, have been largely neglected to date. With this paper, we address this research gap. The purpose is to examine whether both communal as well as exchange employee-brand relationships have an influence on employee brand endorsement and whether the two relationship types produce an interaction effect. The findings show that both relationship types influence employees´ brand endorsement and that there is also an interaction effect between the two of them.
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
Global Center for Entrepreneurship + Innovation
Publisher
European Marketing Academy (EMAC)
Event Title
48th EMAC Annual Conference
Event Location
Hamburg
Event Date
May 28-31 2019
Subject(s)
Division(s)
Eprints ID
257172