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<p>This study investigates the impact of brand management culture on employee behaviors. Using a survey with 413 full-time employees in Korea, our research examines how and through what processes brand management culture affects employee behaviors. The results indicate that brand management culture significantly impacts brand identification (<i>β</i> = .645, <i>p</i> &lt; .001) and perceived organizational performance (<i>β</i> = .399, <i>p</i> &lt; .001). More importantly, the results reveal the mediating role of brand identification and perceived organizational performance in the relationships between brand management culture and employees’ in-role (indirect effect estimate = .238, 95% CI = [.130, .255]) and innovative (indirect effect estimate = .315, 95% CI = [.223, .379]) behaviors. Ultimately, this study provides theoretical and practical implications for brand-centric management by illustrating that a culture centered on an organization's brand can positively influence employee behaviors, highlighting the importance of an organization’s internal branding activities.</p>

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Effects of brand management culture on employee behaviors: the mediating roles of brand identification and perceived organizational performance

  • 期刊论文

  • 发表日期：

    2025年4月25日

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  • Sojeong Kim,
  • Jarim Kim

摘要

This study investigates the impact of brand management culture on employee behaviors. Using a survey with 413 full-time employees in Korea, our research examines how and through what processes brand management culture affects employee behaviors. The results indicate that brand management culture significantly impacts brand identification (β = .645, p < .001) and perceived organizational performance (β = .399, p < .001). More importantly, the results reveal the mediating role of brand identification and perceived organizational performance in the relationships between brand management culture and employees’ in-role (indirect effect estimate = .238, 95% CI = [.130, .255]) and innovative (indirect effect estimate = .315, 95% CI = [.223, .379]) behaviors. Ultimately, this study provides theoretical and practical implications for brand-centric management by illustrating that a culture centered on an organization's brand can positively influence employee behaviors, highlighting the importance of an organization’s internal branding activities.