Internal market orientation determinants of employee brand enactment

Investigating the Role of Brand Orientation and Entrepreneurship Orientation on Brand Performance in Green Food Producers

Entrepreneurial orientation is a valuable structure for understanding how and why some companies are able to grow regularly over time through new ways. The aim of this study is to Investigating the role of Brand Orientation and Entrepreneurship orientation on Brand Performance in Green food producers. This is an applied and descriptive study and has been performed by the survey method. The samp...

The effect of a market orientation and employee learning orientation on organizational commitment Marketing Master's thesis

Determinants of Employee Commitment for Organizational Performance

Employee commitment is the terminology used to describe whether employees have a strong belief and accepts organizational goals and values. The thesis of this study is founded on the conviction that an organization cannot be expected to perform effectively and efficiently when its employees are not committed. There are many measurable support that employee commitment is a critical factor that d...

Building and Measuring Employee-Based Brand Equity

Purpose: This paper presents the first known empirically-tested model of Employee Based Brand Equity (EBBE). In doing so, it provides insight into not only how organisations can effectively manage the internal brand building process but, more importantly, appreciate the subsequent employee effects and organisational benefits. Methodology/Approach: Data were collected via an online survey of 371...

Leadership Styles, Internal Marketing, and Market Orientation: Conceptualising the Relationships

Market orientation is widely accepted as important for company performance. However, scholarly research on market orientation has emphasised the consequences of marketorientation rather than its antecedents. With the growth of the services industry, it has been suggested that internal marketing influences market orientation, as the product received is a human performance, with the employees pla...