Year 2018, Volume 3, Issue 2, Pages 130 - 150 2018-11-30

THE RELATIONSHIP BETWEEN INTERNAL BRANDING AND AFFECTIVE COMMITMENT: A DESCRIPTIVE RESEARCH FROM THE EMPLOYEE PERSPECTIVE
İÇSEL MARKALAŞMA VE DUYGUSAL BAĞLILIK İLİŞKİSİ: ÇALIŞAN PERSPEKTİFİNDEN BETİMSEL BİR ARAŞTIRMA

Şaduman Şeyda Gökdemir [1] , N. Serdar Sever [2]

39 66

Internal branding is briefly defined as the process of aligning of employee behavior and brand promise. In particular in the service sector, brand promise is transferred to the consumers by the employees. It has been seen that in the corporations which established internal branding, employees are more willing to transmit the brand promise. Therefore, corporations that desire to have a unique customer experience started to give more importance to the employees. On the other hand, the formation of internal branding is closely related to internal communication, human resources practices such as, employee training, reward and leadership effects. As a result of internal branding, it is foreseen that firstly employees' emotional commitment and loyalty then, brand supported behaviors arise. However, the most important factor in demonstrating brand supported behaviors of employees is their emotional commitment to the brand.

The aim of the study is to reveal the relationship between internal branding and affective commitment from the employee perspective. Quantitative research method is used in the study and data is collected through questionnaire method. In the research, internal branding has been handled in terms of internal communication,  human resources applications and leader perception. Findings show that there is a difference between gender,  education,  salary and job description variables in the perception of employees towards internal branding. The findings also show that there is a positive relationship between internal branding and affective commitment. Finally, it appears that there is a positive and moderate-level relationship between human resource applications and affective commitment, while there is a positive and high level relationship between internal communication-leader perception and affective commitment.

İçsel markalaşma kısaca çalışan davranışları ile marka vaadinin uyumlu hale getirilme süreci olarak tanımlanır.  Özellikle hizmet sektöründe marka vaadi tüketicilere çalışanlar tarafından aktarılmaktadır. İçsel markalaşmayı sağlamış kurumlarda çalışanların marka vaadini iletmede daha istekli olduğu görülmüştür. Bu nedenle eşsiz müşteri deneyimi elde etmek isteyen kurumlar çalışanlara daha fazla önem vermeye başlamışlardır. İçsel markalaşmanın oluşumu kurum içi iletişim, çalışanların eğitimi, ödül gibi insan kaynakları uygulamaları ve lider etkisi ile yakından ilgilidir. İçsel markalaşma sonucunda ise çalışanlarda önce markaya yönelik duygusal bağlılık ve sadakat, daha sonra marka destekli davranışların oluştuğu öngörülmektedir. Ancak çalışanların marka vaadini iletmede, gönüllü olmalarında en büyük etken markaya duygusal bağlılıkları ile açıklanır.

Bu çerçevede bu çalışmanın amacı, içsel markalaşma ve duygusal bağlılık arasındaki ilişkiyi çalışan perspektifinden ortaya koymaktır. Çalışmanın amacı, içsel markalaşma ile çalışan bağlılığı arasındaki ilişkiyi ortaya koymaktır. Çalışmada nicel araştırma yöntemi kullanılmış ve veriler anket yöntemi aracılığıyla toplanmıştır. Araştırmada içsel markalaşma; içsel iletişim,  insan kaynakları uygulamaları ve lider algısı olarak ele alınmıştır. Araştırma bulguları çalışanların içsel markalaşmaya yönelik algılarında cinsiyet, eğitim, maaş ve iş tanımı değişkenleri arasında bir farklılık olduğunu göstermektedir. Ayrıca içsel markalaşma ve duygusal bağlılık arasında pozitif bir ilişki olduğunu belirlenmiştir.  Son olarak, içsel iletişim ve lider algısı ile duygusal bağlılık arasında pozitif ve yüksek düzeyde bir ilişki bulunurken; insan kaynakları uygulamaları ile duygusal bağlılık arasında pozitif ve orta düzeyde bir ilişki bulunmuştur.

  • Allen, N. J., ve Meyer, J. P. (1990). The measurement and antecedents of affective, continuance and normative commitment to the organization. Journal of occupational psychology, 63(1), 1-18.
  • Almgren, D., Ek, P., ve Göransson, O. (2012). The relationship between internal branding and affective commitment. Yayımlanmamış Doktora Tezi. İsveç: Linnaeus University.
  • Argenti, P. A. (1996). Corporate communication as a discipline toward a definition. Management Communication Quarterly, 10(1), 73-97.
  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S., ve Yıldırım, E. (2010). Sosyal bilimlerde araştırma yöntemleri: SPSS uygulamalı. Sakarya Yayıncılık.
  • Aurand, W. T., Gorchels, L. ve Bishop, R. T. (2005). Human resource management’s role in internal branding: an opportunity for cross-functional brand message synergy. Journal of Product & Brand Management, 14(3), 163– 169
  • Burmann, C. ve Zeplin, S. (2005). Building brand commitment: A behavioural approach to internal brand management. Journal of Brand Management, 12(4), 279-300.
  • Burmann, C., Zeplin, S. ve Riley, N. (2008). Key determinants of internal brand management success: An exploratory empirical analysis. Journal of Brand Management, 16(4), 264-284.
  • Burmann, C., ve König, V. (2011). Does internal brand management really drive brand commitment in shared-service call centers? Journal of Brand Management, 18(6), 374-393.
  • De Chernatory, L. (1999). Brand management through narrowing the gap between brand ıdentity and brand reputation. Journal of Marketing Managemen, 15,157-179.
  • De Chernatony, L. ve Segal-Horn, S. (2003). The criteria for successful services brands. European Journal of Marketing, 37(7-9), 1095-1118.
  • De Chernatony L. ve Cottam S. (2006) Internal brand factors driving successful financial services brands. European Journal of Marketing, 40(5), 611-633.
  • De Chernatony L., Cottam, S. ve Segal-Horn, S. (2006). Communicating services brands’ values internally and externally. The Service Industries Journal, 26(8), 819-836.
  • Erdoğan, İ. (2007). Pozitifist metodoloji bilimsel araştırma tasarımı istatiksel yöntemler analiz ve yorum. (2. Baskı). Ankara: Erk Yayınları.
  • Foster, C., Punjaisri, K. ve Cgeng, R. (2010). Exploring the relationship beetwen corporate, internal and employer branding. Journal of Product and Brand Management, 19(6), 401-409.
  • Gotsi, M., ve Wilson, A. (2001). Corporate reputation management:“living the brand”. Management Decision, 39(2), 99-104.
  • Groom, S., MacLaverty, N., McQuillan, P. ve Oddie, H. (2008). Internal branding a human resources perspective. Canadian Marketing Association, June, 1-18.
  • Gull, S., ve Ashraf, S. M. (2012). Impact of internal branding on service employee's quality commitment-study on it solution sector of Pakistan. Interdisciplinary Journal of Contemporary Research In Business, 4(3), 814.
  • İslamoğlu, H. (2011). Sosyal bilimlerde araştırma yöntemleri. (2. Baskı). İstanbul: Beta Yayınları.
  • Jarka, S., ve Rucinski, M. (2015). Culture as a Moderator in High Commitment Management: Affective Commitment Link. Management, 10(3), 235-354.
  • Joseph LePla, F. (2013). The Impact of Internal Branding on Employee Motivation and Competitive Advantage. Employment Relations Today, 40(1), 19-24.
  • Karmark, E. (2005). Living the brand. M. Schultz, Y. M. Antorini ve F. F. Csaba (Eds.), Corporate branding purpose/people/process içinde (s. 103-124). North America: Copenhagen Business School Press.
  • Khan, B. M. (2009). Internal branding: Aligning human capital strategy with brand strategy. Journal of Brand Management, 6(2), 22-36.
  • Kimpakorn, N. ve Tocquer, G. (2010). Service brand equity and employee brand commitment Journal of Services Marketing, 24(5), 378– 388.
  • King, C. ve Grace, D. (2006). Exploring managers' perspectives of the impact of brand management strategies on employee roles within a service firm. Journal of Services Marketing, 20(6), 369-380.
  • King, C. ve Grace, D. (2008). Internal branding: Exploring the employee ’ s perspective. Journal of Brand Management, 15(5), 358-372.
  • Kunde, J. (2002). Şirket dini: kişilikle ve şirket ruhuyla güçlü bir şirket kurmak. (Çev: N. Ulusay ve N. Eruysal). İstanbul: Mediacat Kitapları.
  • Mahnert, K. F. ve Torres, A. M. (2007). The brand inside: The factors of failure and succsess in internal branding. Iris Marketing Review, 19(1-2), 4-63.
  • O'Callaghan, E. (2009). Internal branding and brand commitment: A quantitative investigation into corporate brand building in a retail store network. Paper presented at EIRASS conference, Niagara Falls, USA, July.
  • Postmes, T., Tanis, M., ve Wit, B. D. (2001). Communication and commitment in organizations: A social identity approach. Group Processes & Intergroup Relations, 4(3), 227-246.
  • Punjaisri, K. ve Wilson, A. (2007). The role of internal branding in the delivery of employee brand promise. Journal of Brand Management, 15(1), 57-70.
  • Punjaisri, K., Wilson, A. ve Evanschitzky, H. (2008). Exploring the influences of internal branding on employees' brand promise delivery: Implications for strengthening customer-brand relationships. Journal of Relationship Marketing, 7(4), 407-424.
  • Punjaisri, K., Evanschitzky, H. ve Wılson, A. (2009). Internal branding: an enabler of employees’ brand-supporting behaviours. Journal of Service Management, 20 (2), 209-226.
  • Punjaisri, K. ve Wilson, A. (2011). Internal branding process: key mechanisms, outcomes and moderating factors. European Journal of Marketing, 45(9-10),1521-1537.
  • Raj, A. B. ve Jyothi, P. (2011). Internal branding: exploring the employee perspective. Journal of Economic Development, Management, IT, Finance and Marketing, 3 (2), 1-27.
  • Ravens, C. (2014). Internal barnd management in an international context. http://link.springer.com/book/10.1007%2F978-3-658-00754-6 (Erişim Tarihi: 26.07.2016).
  • Sujchaphong, N., Nguyen, B. ve Melewar T.C. (2015). Internal branding in universities and the lessons learnt from the past: the significance of employee brand support and transformational leadership. Journal of Marketing for Higher Education, 25 (2), 204-237.
  • Terglav, K., Ruzzier, M. K., ve Kaše, R. (2016). Internal branding process: Exploring the role of mediators in top management's leadership–commitment relationship. International Journal of Hospitality Management, 54, 1-11.
  • Thomson, K., De Chernatony, L., Arganbrigh, L., ve Khan, S. (1999). The buy-in benchmark: How staff understanding and commitment impact brand and business performance. Journal of Marketing Management, 15, 819-835.
  • Tosti, D. T. ve Stotz, R. D. (2001). Building your brand from the inside out. Marketing Management, July/August, 29-33.
  • Urde, M. (2013). The corporate brand identitiy matrix. Journal of Brand Management, 20 (9), 742-761.
  • Uzoğlu, S. (2001). Kurumsal kimlik, kurumsal kültür ve kurumsal imaj. Kurgu Dergisi, 18, 337-33.
  • Vallaster, C. ve De Chernatony, L. (2005). Internationalisation of services brands: The role of leadership during the internal brand building process. Journal of Marketing Management, 21(1-2), 181-203.
  • Vallaster, C. ve De Chernatony, L. (2006). Internal brand building and structuration: the role of leadership. European Journal of Marketing, 40(7-8), 761-784.
  • Varey, R. J., ve Lewis, B. R. (1999). A broadened conception of internal marketing. European Journal of Marketing, 33(9-10), 926-944.
  • Wagner, O., ve Peters, M. (2009). Can association methods reveal the effects of internal branding on tourism destination stakeholders?. Journal of Place Management and Development, 2(1), 52-69.
  • Wallace E., De Chernatony L. ve Buil I. (2011). How Leadership and commitment influence bank employees' adoption of their bank's values. Journal of Business Ethics, 101(3), 397-414.
  • Wilson, A.M. (2001). Understanding organisational culture and the implications for corporate marketing. European Journal of Marketing, 35(3-4), 353-67.
  • Yang, J. T., Wan, C. S., ve Wu, C. W. (2015). Effect of internal branding on employee brand commitment and behavior in hospitality. Tourism and Hospitality Research, 15(4), 267-280.
Primary Language tr
Journal Section Makaleler
Authors

Orcid: 0000-0002-2394-2290
Author: Şaduman Şeyda Gökdemir (Primary Author)
Institution: Anadolu Üniversitesi
Country: Turkey


Author: N. Serdar Sever

Bibtex @research article { inifedergi466299, journal = {İNİF E- DERGİ}, issn = {2528-9519}, address = {Inonu University}, year = {2018}, volume = {3}, pages = {130 - 150}, doi = {}, title = {İÇSEL MARKALAŞMA VE DUYGUSAL BAĞLILIK İLİŞKİSİ: ÇALIŞAN PERSPEKTİFİNDEN BETİMSEL BİR ARAŞTIRMA}, key = {cite}, author = {Gökdemir, Şaduman Şeyda and Sever, N. Serdar} }
APA Gökdemir, Ş , Sever, N . (2018). İÇSEL MARKALAŞMA VE DUYGUSAL BAĞLILIK İLİŞKİSİ: ÇALIŞAN PERSPEKTİFİNDEN BETİMSEL BİR ARAŞTIRMA. İNİF E- DERGİ, 3 (2), 130-150. Retrieved from http://dergipark.org.tr/inifedergi/issue/41264/466299
MLA Gökdemir, Ş , Sever, N . "İÇSEL MARKALAŞMA VE DUYGUSAL BAĞLILIK İLİŞKİSİ: ÇALIŞAN PERSPEKTİFİNDEN BETİMSEL BİR ARAŞTIRMA". İNİF E- DERGİ 3 (2018): 130-150 <http://dergipark.org.tr/inifedergi/issue/41264/466299>
Chicago Gökdemir, Ş , Sever, N . "İÇSEL MARKALAŞMA VE DUYGUSAL BAĞLILIK İLİŞKİSİ: ÇALIŞAN PERSPEKTİFİNDEN BETİMSEL BİR ARAŞTIRMA". İNİF E- DERGİ 3 (2018): 130-150
RIS TY - JOUR T1 - İÇSEL MARKALAŞMA VE DUYGUSAL BAĞLILIK İLİŞKİSİ: ÇALIŞAN PERSPEKTİFİNDEN BETİMSEL BİR ARAŞTIRMA AU - Şaduman Şeyda Gökdemir , N. Serdar Sever Y1 - 2018 PY - 2018 N1 - DO - T2 - İNİF E- DERGİ JF - Journal JO - JOR SP - 130 EP - 150 VL - 3 IS - 2 SN - 2528-9519- M3 - UR - Y2 - 2018 ER -
EndNote %0 Inonu University E-Journal of Faculty of Communication İÇSEL MARKALAŞMA VE DUYGUSAL BAĞLILIK İLİŞKİSİ: ÇALIŞAN PERSPEKTİFİNDEN BETİMSEL BİR ARAŞTIRMA %A Şaduman Şeyda Gökdemir , N. Serdar Sever %T İÇSEL MARKALAŞMA VE DUYGUSAL BAĞLILIK İLİŞKİSİ: ÇALIŞAN PERSPEKTİFİNDEN BETİMSEL BİR ARAŞTIRMA %D 2018 %J İNİF E- DERGİ %P 2528-9519- %V 3 %N 2 %R %U
ISNAD Gökdemir, Şaduman Şeyda , Sever, N. Serdar . "İÇSEL MARKALAŞMA VE DUYGUSAL BAĞLILIK İLİŞKİSİ: ÇALIŞAN PERSPEKTİFİNDEN BETİMSEL BİR ARAŞTIRMA". İNİF E- DERGİ 3 / 2 (November 2018): 130-150.