Examining employee disparity in response to brand knowledge

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Title Examining employee disparity in response to brand knowledge
Author King, Ceridwyn; Grace, Debra Ann
Publication Title ANZMAC 2008 (Proceedings of the Australian & New Zealiand Marketing Academy Conference)
Editor Richard Fletcher and David Low
Year Published 2008
Place of publication Online
Publisher ANZMAC
Abstract The significance of employee brand awareness enhancing their ability to deliver the brand promise has fuelled the emergence of internal brand management in both academic and practitioner arenas. Awareness requires the dissemination of brand knowledge, while delivering the promise requires employee confidence with respect to their roles and responsibilities. Such confidence is represented here as role clarity and brand commitment. However, group dynamics reflect a diversity of roles, which influence responses to stimuli. Therefore, this study examines the effects of brand knowledge dissemination on employees' role clarity and brand commitment, investigating the impact that hierarchical roles have on employees' response to internal brand management. The results suggest the employee market is not homogenous in their responses. Therefore, organisations expectations of employees as well as allocation of internal brand management resources should reflect this diversity.
Peer Reviewed Yes
Published Yes
Publisher URI http://pandora.nla.gov.au/pan/25410/20101006-0008/www.anzmac2008.org/_Proceedings/Index.html
Copyright Statement Copyright remains with the authors 2008. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.
Conference name ANZMAC 2008
Location Sydney Olympic Park
Date From 2008-12-01
Date To 2008-12-03
URI http://hdl.handle.net/10072/22922
Date Accessioned 2008-12-05
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject PRE2009-Marketing and Market Research
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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