Internal branding as an antecedent of organization based self-esteem: A study in a chain of restaurants
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Abstract
Purpose: To analyze whether the internal branding processes of a service company enhance employees’ Organization Based Self-Esteem (OBSE), and whether self-esteem in turn positively influences employees’ pro-brand motivation and brand performance.
Methodology: A model of structural equations was estimated using the technique of Partial Least Squares and a sample of 248 collected questionnaires in a chain of casual food restaurants in Mexico City were used.
Results: Adjustment with brand values and employee participation had a positive and significant impact on self-esteem, which in turn had a positive and significant impacts on pro-brand motivation and brand performance.
Limitations: The sample comes from a single organization that hires only female staff only, which limits the generality of results.
Findings: Organization based self-esteem contributes to the delivery of the brand promise by service employees, revealing itself as a variable that deserves the attention of management. Surprisingly, this important construct has not been utilized before in research published in Latin America.
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