Internal Brand Communication for Transforming Employees into Brand Champions: The Role of Knowledge and Value Congruence

Purpose – This paper highlights the importance of employees and the internal branding process in building and sustaining powerful brands. Specifically, we explore the impact of internal brand communication on employee brand commitment. By including employee brand knowledge and employee-brand fit as mediators, organizations develop a more comprehensive understanding of how to enhance the affective brand commitment of their employees. Design/Methodology/Approach – A total of 226 employees of an international hotel chain participated in the study. Employee data were collected with a questionnaire and analyzed by applying structural equation modeling. Findings and implications – The results imply that what matters is not only the direct influence on employee commitment. Rather, by continuously enriching employee cognition and enhancing employee brand value congruence, organizations can achieve higher levels of affective brand commitment and, in turn, better customer service. The paper provides several practical implications for managers regarding how to manage communication and other internal branding efforts in their organizations, thus empowering employees and transforming them into brand champions. Limitations – Data on internal brand communication could also be collected from top management and direct supervisors to complement employee perspectives on internal branding. Originality/value – The inclusion of internal brand communication and employee brand knowledge in the internal branding process has led to more comprehensive understanding of how to enhance affective brand commitment of employees.