The Role of Employees in Shaping Brand Performance

• Autorzy: Agnieszka Bieńkowska , Anna Sałamacha , Katarzyna Tworek
• Języki publikacji: EN

Abstrakty

EN

The impact of employee activities on creating the brand management process is becoming increasingly important in the modern economy. Therefore, the role of employees in shaping brand performance should be defined. The study investigates the mediating role of employee brand commitment in the relationship between employee openness and brand performance. In order to verify the potential relationship, empirical studies were conducted in 2019. The first stage was a pilot survey covering a group of 25 managers acting as competent judges, followed by the main study, during which results from 268 organisations located in Poland were collected. To develop and verify the assumed hypothesis, the following research methodology was used: a systematic literature review, correlation analysis, and multiple linear regression analysis with a mediator. The results of the research have shown that the shaping of brand performance is influenced by employee openness, and indirectly by employee brand commitment. It was established that brand performance is indirectly and significantly influenced by employee openness and also that employee brand commitment is a mediator in this relationship. (original abstract)

Słowa kluczowe

PL

Marka; Zaangażowanie pracowników; Postawy pracowników; Zarządzanie

EN

Brand; Employees' engagement; Employee conducts; Management

• Czasopismo: Forum Scientiae Oeconomia
• Rocznik: 2020
• Tom: 8
• Numer: nr 2
• Strony: 93-107

Twórcy

autor

Agnieszka Bieńkowska

• Wrocław University of Science and Technology

autor

Anna Sałamacha

• Wrocław University of Science and Technology, Poland

autor

Katarzyna Tworek

• Wrocław University of Science and Technology

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Identyfikatory

DOI

10.23762/FSO _VOL 8_NO2_6