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Drivers of employee propensity to endorse their employer’s brands
Dissertation(MBA)--University of Pretoria, 2014.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2015
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| _version_ | 1867613669601312768 |
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| access_status_str | Open Access |
| author2 | Kleyn, Nicola |
| author_browse | Kleyn, Nicola |
| author_facet | Kleyn, Nicola |
| collection | Thesis |
| dc_rights_str_mv | © 2014 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. |
| description | Dissertation(MBA)--University of Pretoria, 2014. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/43966 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:39:49.604Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2015 |
| publishDateRange | 2015 |
| publishDateSort | 2015 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/43966 Drivers of employee propensity to endorse their employer’s brands Kleyn, Nicola ichelp@gibs.co.za Morokane, Matjie Pride UCTD Quantitative research Organizational effectiveness Marketing -- Management Employee motivation Organizational behavior Dissertation(MBA)--University of Pretoria, 2014. Employees are important endorsers and gatekeepers to authentic conversations brands want to have with their consumers. This research focuses on predictors of employee endorsement. The purpose of the study was to investigate how internal marketing, internal engagement and perceived external prestige influence employees’ propensity to engage in positive word-of-mouth conversations about their company’s brands to their families, friends and close networks. Although the concept of word-ofmouth has received a lot of attention from researchers and practitioners alike, few studies have focused on the perspective of the initiator of word-of-mouth conversations, especially if the sender is employed by the brand being endorsed. From the literature reviewed an endorsement model was developed testing relationships between the constructs of (independent) internal marketing, internal engagement prestige and (moderating) perceived external prestige with (dependent) employee endorsement. A quantitative study was conducted through an email-based survey for which data from 156 employees from a South African bank was used to test hypotheses. A moderated regression was applied to establish the model fit to the data collected. The results of the model confirm that internal marketing and internal engagement are important predictors of employee endorsement. Although an organisation’s external prestige is theoretically important to employees, data reveals that the variable does not have a significant bearing on the relationships between internal marketing and internal engagement with employee endorsement. These findings are relevant for businesses seeking to leverage their employee potential not only in strengthening their branded services when servicing customers also growing their client base with an engaged customer base emanating from authentic trust relationships. zkgibs2015 Gordon Institute of Business Science (GIBS) MBA Unrestricted 2015-03-13T10:27:59Z 2015-03-13T10:27:59Z 2015-03-24 2014 Mini Dissertation Morokane, MP 2014, Drivers of employee propensity to endorse their employer’s brands, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/43966> http://hdl.handle.net/2263/43966 en © 2014 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Quantitative research Organizational effectiveness Marketing -- Management Employee motivation Organizational behavior Drivers of employee propensity to endorse their employer’s brands |
| title | Drivers of employee propensity to endorse their employer’s brands |
| title_full | Drivers of employee propensity to endorse their employer’s brands |
| title_fullStr | Drivers of employee propensity to endorse their employer’s brands |
| title_full_unstemmed | Drivers of employee propensity to endorse their employer’s brands |
| title_short | Drivers of employee propensity to endorse their employer’s brands |
| title_sort | drivers of employee propensity to endorse their employer s brands |
| topic | UCTD Quantitative research Organizational effectiveness Marketing -- Management Employee motivation Organizational behavior |
| url | http://hdl.handle.net/2263/43966 |