Does It Pay Off? Brand Knowledge Dissemination and Its Effects on Corporate Brand Pride, Brand- and Service Behaviour of Frontline Personnel

Abstract

This study aims to explore the effects of brand knowledge dissemination and its influence on corporate brand pride as well as subsequent brand- and service behaviour of service personnel. To achieve this aim, a survey was carried out on a sample of 325 frontline employees with direct customer contact in Germany. The results show that brand knowledge dissemination, as a central aspect of internal brand management (IBM), positively affects corporate brand pride of employees, which in turn influence brand- and service supporting behaviour (e. g. dissemination of service complaints). In addition, moderation analysis revealed that perceived management support for corporate social responsibility (CSR) positively influence the relationship of corporate brand pride and specific brand- and service behaviour. The findings of this study highlight how corporate brand pride of employees can be fostered and how employees can become service champion.