In the heart of B2B branding: exploring the link between brand-specific transformational leadership, employer branding andemployee-based brand equity

被引：0

作者：

Sousa, Bianca ^{[1
]}

Ferreira, Pedro ^{[2
,3
,4
]}

机构：

[1] Univ Portucalense Infante Dom Henrique, Res Econ Management & Informat Technol REMIT, Porto, Portugal

[2] Univ Aveiro, Sch Technol & Management ESTGA, Aveiro, Portugal

[3] Res Econ Management & Informat Technol REMIT, Porto, Portugal

[4] Res Unit Governance Competitiveness & Publ Pol GOV, Aveiro, Portugal

来源：

MANAGEMENT RESEARCH-THE JOURNAL OF THE IBEROAMERICAN ACADEMY OF MANAGEMENT | 2024年

关键词：

Employer branding; Social identity theory; Brand-specific transformation leadership; Employee-based brand equity; Employee bases brand equity; Marca empregadora; Lideran & ccedil; a transformacional espec & iacute; fica de marca; Teoria da identidade social; Employee-Based brand equity; Marca empleadora; Liderazgo transformacional espec & iacute; fico de la marca; Teor & iacute; a de la identidad social; SCALE DEVELOPMENT; CORPORATE BRAND; ORGANIZATIONS; SATISFACTION; SUPERVISORS; PERCEPTIONS; PERFORMANCE; COMMITMENT; EXPERIENCE; WORK;

D O I：

10.1108/MRJIAM-05-2024-1542

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

Purpose: This study aims to examine the relationships between brand-specific transformational leadership (TFL), employer branding and employee-based brand equity (EBBE) in the business-to-business (B2B) context. Additionally, the study investigates the mediating role of employer branding in the relationship between brand-specific TFL and EBBE, shedding light on the mechanisms through which brand-specific leaders impact EBBE via employer branding initiatives. Design/methodology/approach: The study takes a quantitative approach. Data collection was conducted using a questionnaire in B2B service sectors. The PLS method was applied in Smart PLS (V. 3.0) to test the established relationships between constructs. Findings: The findings reveal significant positive associations between brand-specific TFL and employer branding, as well as between employer branding and EBBE. The relationship between brand-specific TFL and EBBE is partial mediated by employer branding. Originality/value: This study contributes to theoretical understanding by advancing knowledge on the mechanisms driving EBBE within B2B firms. It offers practical insights for managers and researchers by highlighting the importance of leadership and employer branding strategies in enhancing EBBE in the B2B context. © 2024, Emerald Publishing Limited.

引用

页数：24