“Esse é o meu trabalho” Explorando o efeito do empoderamento da marca no brand equity do funcionário: o papel mediador dos estados psicológicos críticos do funcionário

• Autores: Mohsin Altaf, Arfan Shahzad
• Localización: RBGN: Revista Brasileira de Gestão de Negócios, ISSN 1806-4892, Vol. 20, Nº. 4, 2018, págs. 599-618
• Idioma: portugués
• DOI: 10.7819/rbgn.v0i0.3952
• Títulos paralelos:
  • “That’s my job” Exploring the effect of brand empowerment towards employee brand equity: Mediating role of employee critical psychological states
• Enlaces
  • Texto completo  1    2  
• Resumen
  • English

    Purpose – Based on the recent call to unfold the dynamics of employee psychological states in branding i.e. employee brand understanding and brand psychological ownership, this study aims to investigate the relationship of brand empowerment, employee psychological states and its outcome i.e. employee brand equity. Moreover, the study tried to investigate the mediating role of employee psychological states i.e. employee brand understanding and brand psychological ownership in the relationship of brand empowerment and employee brand equity.

    Design/methodology/approach – Survey method was adopted to collect the data from the respondents of public sector banks. Data were collected from 374 employees working in the banking sector through proportionate stratified random sampling technique.

    Findings – Results of this study confirm the positive relationship among brand empowerment, employee psychological states i.e. employee brand understanding and brand psychological ownership and employee brand equity. Furthermore, employees’ psychological states have a mediating role in the relationship between brand empowerment and employee brand equity as illustrated in the job characteristics theory. Past studies in branding literature have revolved around employees’ psychological states and their impact on personal outcomes i.e. employee brand equity.

    Originality/value – Based on the recent call to explore the dynamics of employee psychological states, the present study tries to dig the theory by investigate the link between brand empowerment and employee brand equity.

  • português

    Objetivo – Com base na recente demanda por descobrir a dinâmica dos estados psicológicos do funcionário sobre o branding, ou seja, da compreensão da marca e do ownership psicológico da marca pelo funcionário, este estudo tem como objetivo investigar a relação entre o empoderamento da marca, os estados psicológicos do funcionário e seus resultados, ou seja, no brand equity do funcionário. Além disso, o estudo tentou investigar o papel mediador dos estados psicológicos do funcionário, ou seja, da compreensão da marca e do ownership psicológico da marca pelo funcionário, na relação entre o empoderamento da marca e o brand equity do funcionário.

    Metodologia – O método de pesquisa foi adotado para coletar os dados dos entrevistados de bancos do setor público. Os dados foram coletados de 374 funcionários que trabalham no setor bancário usando a técnica de amostragem aleatória estratificada proporcional.

    Resultados – Os resultados deste estudo confirmam a relação positiva entre o empoderamento da marca e os estados psicológicos do funcionário, ou seja, da compreensão da marca e do ownership psicológico da marca pelo funcionário e o brand equity do funcionário.

    Além disso, os estados psicológicos do funcionário desempenham um papel mediador na relação entre o empoderamento da marca e o brand equity do funcionário, conforme ilustrado na teoria das características do trabalho. Estudos anteriores na literatura de branding têm girado em torno dos estados psicológicos do funcionário e seu impacto nos resultados pessoais, ou seja, no brand equity do funcionário.

    Contribuições – Com base na recente demanda por descobrir a dinâmica dos estados psicológicos do funcionário, este estudo tenta se aprofundar na teoria ao investigar a conexão entre o empoderamento da marca e o brand equity do funcionário.

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