Brand Empowerment and Brand Consistent Behavior: Mediating Role of Brand Psychological Ownership and Employee Brand Understanding

Oct 17, 2024

—

by

Document

Brand-Empowerment-and-Brand-Consistent-Behavior-Mediating-Role-of-Brand-Psychological-Ownership-and-Employee-Brand-Understanding Download

Author(s): Mohsin Altaf | Sany Sanuri Mohd Mokhtar | Faisal Mustafa | Arfan Shahzad

Type of publication: Journal paper

Abstract: "This study aimed to investigate the connection of brand empowerment with employee brand understanding, brand psychological ownership, and brand consistent behavior. Secondly, mediating role of brand psychological ownership and employee brand understanding in the relationship of brand empowerment and brand consistent behavior was also examined. Survey method was used to collect data from 274 employees of banking sector through multistage sampling. Measures of Brand Consistent Behavior Scale (King, Grace, & Funk, 2012), Employee Brand Understanding Scale (Piehler et al., 2016), Brand Psychological Ownership Scale (Chang et al., 2012), and Brand Empowerment Scale (King, So, & Grace, 2013) were used. Results affirmed the positive relationship between brand empowerment with brand psychological ownership and employee brand understanding. Moreover, brand psychological ownership and employee brand understanding had positive relationship with brand consistent behavior of the employees. Findings further indicated that the relationship of brand empowerment and brand consistent behavior was mediated by brand psychological ownership and employee brand understanding. Implications of the study were also discussed."

Published URL: https://www.researchgate.net/publication/336737848_Brand_Empowerment_and_Brand_Consistent_Behavior_Mediating_Role_of_Brand_Psychological_Ownership_and_Employee_Brand_Understanding

Date Published: September 1 2019

Publication title: Pakistan Journal of Psychological Research

Publisher: Research Gate

Place of publication: Pakistan

Pages: 477-496

Subject(s): Psychology

DOI: https://doi.org/10.33824/PJPR.2019.34.3.26

Keywords: Brand empowerment | brand consistent behavior | employee brand understanding | employee brand empowerment