Çalışan Temelli Marka Değeri: İçsel Markalama Yoluyla Çalışanlar İçin Marka Değeri Yaratılması

Yıl 2018, Cilt: 21 Sayı: 2, 186 - 200, 30.11.2018

Ezgi Erkmen

https://doi.org/10.29249/selcuksbmyd.432146

Öz

Bu çalışmanın amacı içsel markalamanın çalışan temelli
marka değeri üzerindeki etkisini araştırmaktır. Bu doğrultuda, insan
kaynakları, liderlik ve iç iletişim olmak üzere içsel markalama
mekanizmalarının çalışan temelli marka değeri üzerindeki etkisinin anlaşılması
için kavramsal bir model önerilmiştir. Modelin çalışılmasında yapısal eşitlik
modelinin uygulandığı kantitatif bir araştırma yöntemi kullanılmıştır. Çalışma
verileri ise otel ve restoran sektörlerinde müşteriler ile bire bir ilişkide
olan çalışanlardan toplanmıştır. Araştırmanın sonuçları önerilen içsel
markalama – marka farkındalığı – marka imajı ve algılanan kalite – marka
bağlılığı sıralı ilişkisini doğrulamaktadır. İçsel markalama mekanizmalarından
sadece liderlik ve insan kaynaklarının marka farkındalığını etkilediği bulunsa
da, söz konusu marka farkındalığının çalışanların algıladıkları marka imajı ve
kalitesini üzerinde olumlu bir etkiye sahip olduğu bulunmuştur. Bu algılanan
imaj ve kalite ise çalışanların markaya olan bağlılıklarını arttırmaktadır.
Sonuç olarak, söz konusu bu araştırma içsel markalama faaliyetlerinin
çalışanlar için marka değerini arttırdığını doğrulamıştır. Bununla birlikte, bu
çalışma, çalışanlar açısından marka değerinin araştırılması ve içsel
markalamanın marka değeri üzerindeki etkisinin anlaşılması bakımından sınırlı
sayıdaki çalışmalardan biri olması sebebiyle önem taşımaktadır.

Anahtar Kelimeler

İçsel Markalama, Marka Değeri, Hizmet Markalaması

Employee Based Brand Equity: Building Brand Value for Employees through Internal Branding

Öz

The purpose of this study is to examine the role of
internal branding in explaining employees brand equity in service industry. A
conceptual model, which incorporates the internal branding mechanisms, namely
the human resources, leadership, and internal communication, is proposed to
understand their effect on employee based brand equity. A quantitative research
methodology, using structural equation modeling, was adopted to understand the
role of internal branding in creating brand equity for employees. Data were
collected from the customer contact employees in hotel and restaurant industry.
The findings supported the sequential link for: internal branding – brand
awareness – brand image and perceived quality – brand commitment. Even only
internal communication and leadership were found to significantly affect brand awareness;
this brand knowledge was then positively influenced the brand image and
perceived brand quality of employees. Moreover, the results found that as
employees have a more positive perception of brand image and quality, they are
more likely to be committed to the company brand. Therefore, this study
confirmed the importance of internal branding to increase employee brand
equity, which in turn, translates into a strong brand for customers. In
addition, this research is one of the limited studies adopting an employee
perspective for brand equity as well as studying the role of internal branding
mechanisms in building that brand equity.

 

Anahtar Kelimeler

Internal Branding, Brand Equity, Service Branding

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