Explorations of employee-based brand equity in the banking industry from a perceived-leadership perspective

Yi Hsuan Lee, Chan Hsiao, Hsin Yi Chan, I. Chen Lee

研究成果: 雜誌貢獻期刊論文同行評審

13 引文 斯高帕斯(Scopus)

摘要

Purpose: The purpose of this paper is to answer the question of how brand-specific transformational leadership (TFL) and transactional leadership (TRL) enhance employee-based brand equity (EBBE) by influencing employees’ perceived brand value congruence (EPBVC). Design/methodology/approach: This study employed hierarchical linear modeling and chose moderating variables that are primarily related to the working environment: person–job fit (PJF) and person–group fit (PGF). The sample included managers and employees of the largest domestic bank in Taiwan. Findings: Questionnaires were distributed to banking staff in the service industry. The results imply that both brand-specific TFL and brand-specific TRL require the mediation of PJF and PGF to influence EBBE, which then influences brand equity. Without these mediators, brand-specific TFL and brand-specific TRL have no effects on EBBE. Originality/value: Compared to the results from other studies, these results imply a unique discovery that both brand-specific TFL and brand-specific TRL require the mediation of PJF and PGF to influence EPBVC, which in turn influences EBBE. Without these mediators, brand-specific TFL and brand-specific TRL do not have any effects.

原文???core.languages.en_GB???
頁(從 - 到)425-455
頁數31
期刊International Journal of Bank Marketing
38
發行號2
DOIs
出版狀態已出版 - 7 4月 2020

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