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The role of brand knowledge in explaining relationship between brand-centered communications and brand commitment: evidence from public banks Pakistan

Purpose - The purpose of this study is to examine the extent to which internal brand communication (IBC) impacts on brand commitment (BC). Research design, data, and methodology - A structured questionnaire has been built and distributed on a total sample of 650 banking staff working in five public...

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Main Authors: Shoaib, Muhammad, Salniza, Md Salleh, Yusr, Maha Mohammed
Format: Article
Language:English
Published: Korea Distribution Science Association 2019
Subjects:
HD28 Management. Industrial Management
Online Access:http://repo.uum.edu.my/26125/1/JDS%2017%201%202019%2033%2045.pdf
http://repo.uum.edu.my/26125/
http://doi.org/10.15722/jds.17.1.201901.33
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spelling my.uum.repo.261252019-06-23T02:37:55Z http://repo.uum.edu.my/26125/ The role of brand knowledge in explaining relationship between brand-centered communications and brand commitment: evidence from public banks Pakistan Shoaib, Muhammad Salniza, Md Salleh Yusr, Maha Mohammed HD28 Management. Industrial Management Purpose - The purpose of this study is to examine the extent to which internal brand communication (IBC) impacts on brand commitment (BC). Research design, data, and methodology - A structured questionnaire has been built and distributed on a total sample of 650 banking staff working in five public banks in Pakistan. Results - The findings of PLS-SEM revealed that besides the indirect effect of internal brand communication (IBC) on brand commitment via brand knowledge, the study also exposes a direct positive effect of IBC on brand commitment. This study also reveals that brand commitment is affected by brand knowledge and internal brand communication practices. The result of mediation reveals that brand knowledge partially mediated the relationship between independent and dependent variables. Practical implications- This study empirically validates that internal brand communication and brand knowledge are prerequisites for brand commitment. Therefore, managers, particularly in-service enterprises, should provide sufficient IBC practices and appropriate brand knowledge to enhance employees' brand commitment. Conclusions - The comprehensive analysis of the impact of brand knowledge on the proposed relationship. It further adds up to the branding literature, which is mostly qualitative and lacks empirical validation. Korea Distribution Science Association 2019 Article PeerReviewed application/pdf en http://repo.uum.edu.my/26125/1/JDS%2017%201%202019%2033%2045.pdf Shoaib, Muhammad and Salniza, Md Salleh and Yusr, Maha Mohammed (2019) The role of brand knowledge in explaining relationship between brand-centered communications and brand commitment: evidence from public banks Pakistan. Journal of Distribution Science, 17 (1). pp. 33-45. ISSN 1738-3110 http://doi.org/10.15722/jds.17.1.201901.33 doi:10.15722/jds.17.1.201901.33
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutionali Repository
url_provider http://repo.uum.edu.my/
language English
topic HD28 Management. Industrial Management
spellingShingle HD28 Management. Industrial Management
Shoaib, Muhammad
Salniza, Md Salleh
Yusr, Maha Mohammed
The role of brand knowledge in explaining relationship between brand-centered communications and brand commitment: evidence from public banks Pakistan
description Purpose - The purpose of this study is to examine the extent to which internal brand communication (IBC) impacts on brand commitment (BC). Research design, data, and methodology - A structured questionnaire has been built and distributed on a total sample of 650 banking staff working in five public banks in Pakistan. Results - The findings of PLS-SEM revealed that besides the indirect effect of internal brand communication (IBC) on brand commitment via brand knowledge, the study also exposes a direct positive effect of IBC on brand commitment. This study also reveals that brand commitment is affected by brand knowledge and internal brand communication practices. The result of mediation reveals that brand knowledge partially mediated the relationship between independent and dependent variables. Practical implications- This study empirically validates that internal brand communication and brand knowledge are prerequisites for brand commitment. Therefore, managers, particularly in-service enterprises, should provide sufficient IBC practices and appropriate brand knowledge to enhance employees' brand commitment. Conclusions - The comprehensive analysis of the impact of brand knowledge on the proposed relationship. It further adds up to the branding literature, which is mostly qualitative and lacks empirical validation.
format Article
author Shoaib, Muhammad
Salniza, Md Salleh
Yusr, Maha Mohammed
author_facet Shoaib, Muhammad
Salniza, Md Salleh
Yusr, Maha Mohammed
author_sort Shoaib, Muhammad
title The role of brand knowledge in explaining relationship between brand-centered communications and brand commitment: evidence from public banks Pakistan
title_short The role of brand knowledge in explaining relationship between brand-centered communications and brand commitment: evidence from public banks Pakistan
title_full The role of brand knowledge in explaining relationship between brand-centered communications and brand commitment: evidence from public banks Pakistan
title_fullStr The role of brand knowledge in explaining relationship between brand-centered communications and brand commitment: evidence from public banks Pakistan
title_full_unstemmed The role of brand knowledge in explaining relationship between brand-centered communications and brand commitment: evidence from public banks Pakistan
title_sort role of brand knowledge in explaining relationship between brand-centered communications and brand commitment: evidence from public banks pakistan
publisher Korea Distribution Science Association
publishDate 2019
url http://repo.uum.edu.my/26125/1/JDS%2017%201%202019%2033%2045.pdf
http://repo.uum.edu.my/26125/
http://doi.org/10.15722/jds.17.1.201901.33
_version_ 1644284514180005888
score 13.211869

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