Employee critical psychological states as determinants of employee brand equity in banking: a multi-group analysis

Oct 17, 2024

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Author(s): Altaf Mohsin | Mokhtar Sany Sanuri Mohd | Ghani Noor Hasmini Abd

Type of publication: Journal paper

Abstract: The objective of the study is to investigate the moderating role of affective sentiments of brand psychological ownership of an employee on the relationship among the cognitive sentiments of employee brand understanding and employee brand equity of conventional and Islamic banks. Survey method was adopted to collect data from respondents from conventional and Islamic banks. Data were collected from employees from the banking sector using two-stage probability sampling. Disproportionate stratified random sampling and simple random sampling were employed to collect respons-es. To analyze the data, multi-group analysis was applied using PLS-SEM technique through SmartPLS 3.0. Results demonstrated that congruence between brand image and individuals has a moderating effect on the relationship between brand confidence and employee brand equity in conventional banking. Responsibility to maintain brand image has a moderating effect on the relationship between brand knowledge and employee brand equity in conventional banking. In case of Islamic banking, only congruence between brand image and individuals exhibited a moderating role on the relation-ship between brand knowledge and employee brand equity. The importance of brand understanding of employees and psychological ownership of a brand has been widely discussed in branding literature. However, only a few studies investigated the relation-ship between dimensions of employee brand understanding and the employee brand psychological ownership with employee brand equity. The cognitive and affective sentiments of both exogenous latent constructs, their relationships, and the interaction effect of cognitive and affective sentiments were seldom discussed in branding literature. This study covers the in-depth view and investigation of brand understanding of employees and the affective and cognitive sentiments of brand psychological ownership with employee behavior toward a brand. This study also uncovers the moderating role of affective sentiments of brand psychological ownership on the relationship between cognitive sentiments of employee brand understanding and employee brand equity. This study will help researchers analyze the in-depth role of affective and cognitive sentiments on brand supportive related behavior of employees.

Published URL: https://www.businessperspectives.org/journals/banks-and-bank-systems/issue-255/employee-critical-psychological-states-as-determinants-of-employee-brand-equity-in-banking-a-multi-group-analysis

Date Published: September 4 2017

Publication title: Banks and Bank Systems

Publisher: Business Perspectives

Place of publication: Hryhorii Skovoroda lane 10, Sumy 40022 Ukraine

Pages: 61-73

Subject(s): Banking | Branding

DOI: 10.21511/bbs.12(3).2017.05