20.500.12556/RUL-134934 Internal brand communication for transforming employees into brand champions the role of knowledge and value congruence Interna komunikacija marke za transformaciju zaposlenika u šampione marke uloga znanja i podudaranja vrijednosti Purpose – This paper highlights the importance of employees and the internal branding process in building and sustaining powerful brands. Specifically, we explore the impact of internal brand communication on employee brand commitment. By including employee brand knowledge and employee-brand fit as mediators, organizations develop a more comprehensive understanding of how to enhance the affective brand commitment of their employees. Design/Methodology/Approach – A total of 226 employees of an international hotel chain participated in the study. Employee data were collected with a questionnaire and analyzed by applying structural equation modeling. Findings and implications – The results imply that what matters is not only the direct influence on employee commitment. Rather, by continuously enriching employ ee cognition and enhancing employee brand value congruence, organizations can achieve higher levels of affective brand commitment and, in turn, better customer service. The paper provides several practical implications for managers regarding how to manage communication and other internal branding efforts in their organizations, thus empowering employees and transforming them into brand champions. Limitations – Data on internal brand communication could also be collected from top management and direct supervisors to complement employee perspectives on internal branding. Originality/value – The inclusion of internal brand communication and employee brand knowledge in the internal branding process has led to more comprehensive understanding of how to enhance affective brand commitment of employees. Svrha - Rad naglašava važnost zaposlenika i procesa internoga upravljanja markom u izgradnji i održavanju jakih marki. Konkretnije, istražuje se utjecaj interne komunikacije na predanost zaposlenika marki. Uključivanjem zaposlenikova znanja o marki i podudaranja zaposlenika s markom kao medijatorom, organizacije razvijaju sveobuhvatno razumijevanje kako poboljšati zaposlenikovu afektivnu predanost. Metodološki pristup - U istraživanju je sudjelovalo 226 zaposlenika međunarodnog hotelskog lanca. Podaci su od ispitanika prikupljeni pomoću anketnoga upitnika i analizirani korištenjem modeliranja strukturnih jednadžbi. Rezultati i implikacije - Rezultati impliciraju da nije važan samo izravan utjecaj na predanost zaposlenika. Umjesto toga, kontinuiranim obogaćivanjem spoznaja zaposlenika i povećanjem podudaranja vrijednosti zaposlenika i marke, organizacije mogu postići višu razinu afektivne predanosti marki, a time i bolju uslugu korisnicima. Rad menadžerima pruža nekoliko praktičnih implikacija o tome kako upravljati komunikacijom i ostalim naporima internog upravljanja markom u njihovim organizacijama te na taj način osnažiti zaposlenike i pretvoriti ih u šampione marke. Ograničenja - Podaci o internoj komunikaciji marke mogli su se prikupiti i od najvišeg menadžmenta i izravnih nadzornika kako bi se upotpunila perspektiva zaposlenika o internom upravljanju markom. Doprinos - Uključivanjem interne komunikacije i zaposlenikova znanja o marki u proces upravljanja markom ponuđeno je sveobuhvatno razumijevanje kako poboljšati afektivnu predanost. enterprise marketing personell brands internal branding internal brand communication employee-brand fit employee brand knowledge affective brand commitment interno upravljanje markom interna komunikacija marke podudarnost zaposlenika i marke zaposlenikovo znanje o marki afektivna predanost marki true false true Angleški jezik Hrvaški jezik Članek v reviji 2022-02-11 13:01:00 2022-02-11 13:14:54 2022-09-14 04:10:45 0000-00-00 00:00:00 2021 0 0 Str. 9-27 spec. iss. Vol. 33 2021 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138 0353-4790 10.22598/mt/2021.33.spec-issue.9 90288131 RAZ_Konecnik_Ruzzier_Maja_2021.pdf RAZ_Konecnik_Ruzzier_Maja_2021.pdf 1 ED31BCF4339388F1DEB7C307A910585E 87779e9e5c9a91a2ac62f3fa57356cb41b001063f3b7e0329cdae180f666e065 6d31baab-8b33-11ec-abdb-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=153693 https://hrcak.srce.hr/en/267707 0 89110881-8b33-11ec-abdb-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=153694 Ekonomska fakulteta 0 0 0