Knowledge Retrieval and Semantic Systems

Current Issue

By Issue

By Author

By Subject

Author Index

Keyword Index

About Journal

Aims and Scope

Journal Rank in Different Years

Indexing and Abstracting

Related Links

FAQ

News

Journal Metrics

Article acceptance process

Authors Guide

Writing Style

Article submission guide

Download the article structure file

Receive the commitment form

Get a form of conflict of interest

Method of writing a list of sources and references

Referees Guide

Guide to registering and working with Publons)

Reviwers (2020-2021)

Reviwers (2021-2022)

Reviwers (2022-2023)

Reviwers (2023-2024)

The Effect of Brand-based Leadership of Senior Managers on Brand Commitment among Employees (Case study: Karaj Capital Bank)

Document Type : Research Paper

Authors

1 Assistant Professor, Department of Management, Bu-Ali Sina University, Hamedan, Iran

2 Master in Business Management, Institute of Allameh Majlesi, Qazvin, Iran

Abstract

Introduction
Overall, this study conceptually and empirically contributes to the literature to show that top management's brand-oriented leadership indirectly affects employees' brand commitment through three very important mediators. The results of this research also add to a more comprehensive understanding of brand-oriented leadership, because it is related to the brand commitment of employees in the field of banking. By benefiting from the experiences and expertise and valuable scientific and practical knowledge of economic experts, and monetary and banking operators of the country, Bank Sarmayeh is trying to improve banking policies and the position of the banking system of Capital Bank among other banks. In this regard, this research seeks to answer the question of whether the brand-oriented leadership of senior managers has a significant effect on brand commitment among employees in the presence of mediating variables of employees' knowledge of the brand, psychological contract and fit between the brand and the employees of the Capital Bank of Karaj?
Research Questions

What is the effect of managers' brand-oriented leadership on employees' brand commitment by mediating employees' brand knowledge?
What is the effect of managers' brand-oriented leadership on employees' brand commitment through the mediation of a perceived psychological contract?
Question 3: How does the brand-oriented leadership of managers mediate the perceived fit between the brand and employees on employees' brand commitment? 

Literature Review
In a research, Li (2022) investigated the perception of justice and brand equity of employees in the service sector by providing evidence from the education industry. The results of the path analysis show that justice perception promotes brand approval and brand loyalty, while the relationship between justice perception and brand-friendly behavior is not statistically significant. In addition, it has also been found that justice perceptions give employees confidence that their psychological contract has been fulfilled. In addition, psychological contract implementation has been found to be a mediating mechanism between justice perceptions and three dimensions of employee-based brand equity. Akrout & Nagy (2018) conducted a research entitled "Virtual community brand trust and commitment: the mediating role of brand equity". The results obtained from the research show that trust in the brand has a positive and significant effect through the mediation of the special value of the brand. Terglav et al. (2016) conducted a research titled "Internal Branding Process: Exploring the Moderating Role between Top Management Leadership and Commitment Communication". The results obtained from the research show that the leadership of senior management in internal branding and its role in achieving the emotional attachment of employees to the brand helps. It also suggests that leadership leads to increased commitment and leaders should force employees to have brand-related knowledge, and understand brand values and psychological contracts.

Methodology

The current research is individual in terms of the number of researchers, the type of applied goal, and the descriptive-survey research approach. Also, in terms of cross-sectional time and data collection method, it is field-library.

Discussion

In the study of the first hypothesis, it was found that the path coefficient (0.807) was estimated and the value of the T statistic was equal to 19.330 which is more than the critical value of 1.96. In the examination of the second hypothesis, it was found that the path coefficient (0.717) was estimated according to the value of the T statistic which was equal to 11.654, which is more than the critical value of 1.96; In examining the third hypothesis, it was found that the path coefficient (0.615) was estimated and the value of T statistic was equal to 4.976, which is more than the critical value of 1.96. In the investigation of the fourth hypothesis, it was found that the path coefficient (0.193) was estimated and the value of the T statistic was equal to 1.980, which is more than the critical value of 1.96; In examining the sixth hypothesis, it was found that the path coefficient (0.497) was estimated and the value of the T statistic was equal to 2.934, which is more than the critical value of 1.96. In the examination of the seventh hypothesis, it was found that the coefficient of significance between the brand-oriented leadership variables of senior managers and commitment to the brand due to employees' knowledge of the brand is greater than (1.96) and indicates the significance of the mediating effect of employees' knowledge of the brand in the impact brand leadership is based on the commitment of senior managers to the brand. In the examination of the eighth hypothesis, it was found that the coefficient of significance between the variables of brand-oriented leadership of senior managers and commitment to the brand due to the fit between employees and the brand is greater than (1.96) and indicates the significance of the mediating effect of fit between employees and the brand in the effect of brand-oriented leadership of senior managers on the commitment to the brand; Therefore, the first, fourth, sixth, seventh, and ninth hypotheses are confirmed. In examining the fifth hypothesis, it was found that the path coefficient (0.264) was estimated and the value of the T statistic was equal to 1.520, which is less than the critical value of 1.96. In examining the eighth hypothesis, it was found that the coefficient of significance between the variables of brand-oriented leadership of senior managers and commitment to the brand through psychological contract is less than (1.96) and indicates that the mediating effect of psychological contract in the effect of brand-oriented leadership is not significant. Senior managers are committed to the brand. Therefore, the fifth and eighth hypotheses are not confirmed.

Conclusion

The conclusion of the data analysis showed that brand-oriented leadership of senior managers has a positive and significant effect on brand commitment due to employees' knowledge of the brand. Brand-oriented leadership of senior managers has a positive and significant effect on brand commitment through the psychological contract. Brand-oriented leadership of senior managers has a positive and significant effect on brand commitment due to the fit between employees and the brand.

Keywords

References
References
Baker, T.L., Rapp, A., Meyer, T., & Mullins, R. (2014). The role of brand communication son front line service employee beliefs, behaviors, and performance. J. Acad. Mark. Sci., 42 (6), 642–657.
Bass, B.M., & Stogdill, R.M.(1990). Handbook of Leadership. Free Press, New York, NY.
Behery, M.H. (2009). Person/organization job-fitting and affective commitment to the organization: Perspectives from the UAE. Cross Cultural Management, 16(2), 179-196.
Burmann, C., & König, V. (2011). Does internal brand management really drive brand commitment in shared-service call centers?. J. Brand Manage,18 (6),374–393.
Burmann, C., Zeplin, S., & Riley, N. (2009). Key determinants of internal brand management success: an exploratory empirical analysis. J. Brand Manage, 16(4), 264–284.
Cable, D.M., & DeRue, D.S. (2002). The convergent and discriminant validity of subjective fit perceptions. J. Appl. Psychol., 87 (5), 875–884.
Casttro, C. B., Armario, E. M., & Sanchez del Rio, M. E. (2014). Consequences of market orientation for customers and employees. European Journal of Marketing, 39 (5/6), 646 – 675.
Coyle-Shapiro, J.A., & Conway, N. (2005). Exchange relationships: examining psychological contracts and perceived organizational support. Journal of Applied Psychology, 90(4), 74-81.
Erkmen, S.E., & Hancer, S.M. (2014). Linking brand commitment and brand citizenship behaviors of airline employees: “The role of trust”. Journal of Air Transport Management. 42, 47-54.
Finegan, J.E. (2000). The impact of person and organizational values on organizational commitment. J. Occup. Org. Psychol., 73(2), 149–169.
Flood, P. C., Ramamoorthy, N., McDermott, A., & Conway, E. (2008). Leadership, human resource management and psychological contract. The learning, innovation and knowledge research center, retrieved from: http://www.link.dcu.ie/publications/ workingpaperseries/.
Hart, S.L., & Quinn, R.E., (1993). Roles executives play: CEOs, behavioral complexity, and firm performance. Hum. Relat, 46 (5), 543–574.
Hinkin, T.R., & Tracey, J.B. (1994). Transformational leadership in the hospitality industry. J. Hospitality Tourism Res., 18 (1), 49–63.
Kara, D., Uysal, M., Sirgy, M.J., & Lee, G. (2013). The effects of leadership style onemployee well-being in hospitality. International Journal of Hospitality Management, 34, 9–18.
Kim, W.G., & Brymer, R.A. (2011). The effects of ethical leadership on manager jobsatisfaction, commitment, behavioral outcomes, and firm performance. Int. J.Hospitality Manage, 30 (4), 1020–1026.
Kimpakorn, N., & Tocquer, G. (2009). Employees’ commitment to brands in the service sector: luxury hotel chains in Thailand. J. Brand Manage, 16 (8), 532–544
King, C., & Grace, D. (2010). Building and measuring employee-based brand equity. European Journal of Marketing, 44(7/8), 938-971.
Lee, J.E., Almanza, B.A., Jang, S.S., Nelson, D.C., & Ghiselli, R.F. (2013). Does transformational leadership style influence employees’ attitudes toward foodsafety practices?. International Journal of Hospitality Management, 33282–293.
Li, L. (2022). Perception of Justice and Employees' Brand-Based Equity in the Service Sector: Evidence from Education Industry. Front Psychol., 15; 13:871984.
Mashigo, N. (2012). The impact of leadership on psychological contracts: an exploratory study of the National Treasury [Master`s thesis, the Gordon Institute of Business Science, University of Pretoria] Retrieved from https://repository.up.ac.za/bitstream/ handle/2263/30630/dissertation.pdf?sequence=1.
Mayer, R.C., & Davis, J.H. (1999). The effect of the performance appraisal system ontrust for management: a field quasi-experiment. J. Appl. Psychol., 84 (1), 123–136.
McInnis, K.J., & Meyer, J.P., & Feldman, S. (2009). Psychological contracts and their implications for commitment: A feature-based approach. Journal of Vocational Behavior, 74 (2), 165–180.
Miles, S.J., Mangold, W.G., Asree, S., & Revell, J. (2011). Assessing the employee brand: a census of one company. J. Managerial, 23 (4), 491–507.
Minett, D., Yaman, H.R., & Denizci, B. (2009). Leadership styles and ethicaldecision-making in hospitality management. Int. J. Hospitality Manage, 28 (4), 486–493
Morhart, F.M., Herzog, W., & Tomczak, T. (2009). Brand-specific leadership: turningemployees into brand champions. J. Mark., 73 (5), 122–142.
Oliveira, A., Moro, S., & Pedro, T. (2019). Psychological Contract, Internal Branding and Employee Turnover in an IT Company. Academic Journal of Interdisciplinary Studies, 8(1), 9-18.
Piehler, R. (2018). Employees’ brand understanding, brand commitment, and brand citizenship behavior: a closer look at the relationships among construct dimensions. Journal of Brand Management, 25(3), 217-234.
Podsakoff, P. M., Mackenzi, S. B., Paine, J. B., & Bachrach, D. G. (2010). organizational citizenship behaviors: a critical review of the theoretical and empirical literature and suggestions for future research. Journal of management, 26(3), 513-563.
Porter, L. W., Steers, R. M., Mowday, R. T., & Boulian, P. V. (1974). Organizational commitment, job satisfaction, and turnover among psychiatric technicians. Journal of Applied psychology, 59(5), 603-609.
Punjaisri, K., Evanschitzky, H., & Wilson, A. (2009). Internal branding: an enabler of employees' brand-supporting behaviours. Journal of Service Management, 20(2), 209-226.
Rosen, C.C., Chang, C.H., Johnson, R.E., & Levy, P.E. (2009). Perceptions of the organizational context and psychological contract breach: "Assessing competing perspectives. Organizational Behavior and Human Decision Processes, 108(2), 202–217.
Rousseau, D.M. (2001). Schema, promise and mutuality: the building blocks of the psychological contract. Journal of Occupational and Organizational Psychology, 74(4), 501-544.
Schein, E.H. (1965). Organizational psychology. Englewood Cliffs, NJ: Prentic Hall
Sekiguchi, T. (2007). A contingency perspective of the importance of PJ fit and PO fit in employee selection. Journal of Managerial Psychology, 22 (2), 118-131.
Sels, L., Janssens, A., & Brande, I.V.N. (2004). Assessing the nature of psychological contracts: a validation of six dimensions. Journal of organizational behavior, 25(4), 461-476.
Shahnawas, M.G., & Juyal, R.C. (2006). Human Resource Management Practices and Organizational Commitment in Different Organizations. Journal of the Indian academy of applied psychology, 32(3), 267-274.
Shamir, B., House, R.J., & Arthur, M.B. (1993). The motivational effects of charismatic leadership: a self-concept based theory. Org. Sci., 4 (4), 577–594.
Soleimani, M., Dana, L.P., Salamzadeh, A., Bouzari, P., & Ebrahimi, P. (2022). The effect of internal branding on organizational financial performance and brand loyalty: mediating role of psychological empowerment. Journal of Asian Business and Economic Studies, ahead-of-print. https://doi.org/10.1108/JABES-08-2021-0122.
Stephenson, C. (2004). Rebuilding trust: the integral role of leadership in fostering values, honesty and vision. Ivey Bus. J., 68 (3), 1–5.
Sutton, G., & Griffin, M.A. (2004). Integrating expectations, and Psychological contract violation: a longitudinal study of new professionals. Journal of Occupational and Organizational Psychology, 77(4), 493-517.
Terglav, K., Koneˇcnik, R., Maja, R., & Kaˇse, R. (2016). Exploring the role of mediators in top management’s leadership–commitment relationship. International Journal of Hospitality Management, 54, 1-11.
Van Vuuren, M., de Jong, M.D.T., & Seydel, E.R. (2007). Direct and indirect effects ofsupervisor communication on organizational commitment. Corp. Commun, 12(2), 116–128.
Wallace, E., de Chernatony, L., & Buil, I. (2013). Building bank brands: how leadership behavior influences employee commitment. J. Bus. Res., 66 (2), 165–171.
Xiong, L., King, C., & Piehler, R. (2013). That’s not my job”: exploring the employee perspective in the development of brand ambassadors. International Journal of Hospitality Management, 35, December, 348-359.
Zhang, J., & Bloemer, J. (2011). Impact of value congruence on affective commitment: examining the moderating effects. Journal of Service Management, 22 (2), 160-182.
References [In Persian]
Abdulvand, M. A., & Henry Sharif, E. (2015). Identifying factors affecting loyalty and commitment to brand name and brand in social media. Development and Transformation Management Journal, 1(24), 69-80. [In Persian]
Alinejad, M., Abbasian, H., & Behrangi, M. (2017). Investigating the effect of leadership trusted by managers on teachers' organizational commitment with the mediating variable of organizational justice. Scientific-Research Quarterly of Educational and Educational Studies, 4(2), 9-25. [In Persian]
Alizadeh, H., Khairi, B., & Heydari, S. A. (2021). Presenting a model to develop brand-consumer relationships in the hotel industry based on data base theory. Business Management Quarterly, 13(49), 283-303. [In Persian]
Ansari, M., & Nasabi, V. (2012). Creating special brand value through mixed advertising: Examining the mediating role of knowledge, loyalty and connection with the brand. Business Management Perspectives, Summer, 12(15), 1-23. [In Persian]
Azar, A., Rostgar, A. A., & Bagheri Qarabalag, H. (2018). Transformational leadership of a specific brand with an analysis of the role of employees' branding behaviors on brand evangelism in insurance companies. Business Management Quarterly, 11(1), 162-141. [In Persian]
Barzegartarmi, Z., Jalali, S. M., & Taherikia, F. (2017). Designing a brand identity model in Iran's banking industry. Business Management Perspectives, 17(36), 139-159. [In Persian]
Begmoradi, R., Rusta, A., & Dushmanziari, E. (2019). Explaining customer loyalty based on the personality of the brand name in the home appliance industry, with a qualitative approach based on database theory. Studies in Consumer Behavior, 7(1), 130-144. [In Persian]
Davari, A., & Rezazadeh, A. (2013). Structural equation modeling with PLS software. Academic Jihad Publishing Organization, 1, 53-72. [In Persian]
Dehghanizadeh, M., Akbari, P., & Najafi Duraki, E. (2023). The role of employees' brand love and affective commitment in the relationships between organizational trust, positive word of mouth and intention to quit. Brand Management Scientific Research Quarterly, 10 (4). 193-240. [In Persian]
Fallahi, M. B., Tabatabai Nasab, S. M., & Sabakrou, M. (2019). The effect of brand-oriented leadership on brand citizenship behavior in the hotel industry. Tourism Social Studies, 8(16), 89-112. [In Persian]
Mohammadi Moghadam, Y., Gholamhosseini, H., Yazdanshenas, A., & Mazloumi, M. (2012). The effect of the fit of the person, the job and the person of the organization on the organizational commitment of the employees, the mediator role of the psychological contract (case study: National Gas Company of Iran). Scientific-research quarterly of management and human resources in the oil industry, 6 (21), 9-28. [In Persian]
Seyyed Naqvi, M. A., & Arab, M. (2015). Fulfillment of psychological contract and organizational support: motivational challenge of professional employees. Human Resource Studies Quarterly, 6(22), 117-132. [In Persian]
Zia, B. (2014). Examining the relationship between brand trust and brand citizenship behavior regarding the mediating role of brand commitment in the field of entrepreneurship. Public Management Research, 8(29), 27-42. [In Persian
Knowledge Retrieval and Semantic Systems
Volume 11, Issue 40 - Serial Number 40
August 2024
Pages 143-188
Files
Share
How to cite
Statistics