Short answer

Design and implement internal marketing and employee engagement initiatives that cultivate strong brand attachment, as this will directly translate into enhanced brand value co-creation at the retail level.

Field: Innovation & Markets
Source: Journal of Development and Social Sciences (2023)
Method: Quantitative research using Partial Least Squares Structural Equation Modelling (PLS-SEM).
Sample: 189 participants (salespersons and retailers)
Evidence: Moderate effect

Empowering employees to engage in brand citizenship behaviors significantly enhances a retailer's ability to co-create brand value, with brand attachment acting as a crucial mediating factor. This innovation & markets research insight is drawn from a 2023 study published in Journal of Development and Social Sciences. Using Quantitative research using partial least squares structural equation modelling (pls-sem). with 189 participants (salespersons and retailers), researchers explored how this design variable affects real-world outcomes. The key design takeaway: Design and implement internal marketing and employee engagement initiatives that cultivate strong brand attachment, as this will directly translate into enhanced brand value co-creation at the retail level.

Study

Innovation & MarketsRecentModerate effect

Employee Brand Citizenship Drives Retailer Value Co-Creation

Empowering employees to engage in brand citizenship behaviors significantly enhances a retailer's ability to co-create brand value, with brand attachment acting as a crucial mediating factor.

Journal of Development and Social Sciences · 2023

Key Findings

01Employee brand citizenship behaviors (EBCB) positively influence retailers' brand value co-creation (BVCC) behaviors.
02Brand attachment partially mediates the relationship between EBCB and retailers' BVCC behaviors.
03Retailer-led feedback, advocacy, and helping are key components of BVCC.

Application

Design takeaway

How to apply

Develop employee recognition programs, provide consistent brand training, and create platforms for employees to share their brand experiences and insights to foster greater brand attachment and engagement in co-creation activities.

Project actions

01Consider how employee attitudes and behaviors impact the success of a product or service.
02Explore the role of internal communication and engagement in achieving external market goals.
03Investigate the relationship between employee satisfaction and customer-facing brand performance.

Method & Evidence

AimHow do employee brand citizenship behaviors (EBCB) influence retailers' brand value co-creation (BVCC) behaviors, and what is the mediating role of brand attachment in this relationship within the Fast-Moving Consumer Goods (FMCG) sector?

MethodQuantitative research using Partial Least Squares Structural Equation Modelling (PLS-SEM).

ProcedureData was collected via self-administered questionnaires measuring employee brand citizenship behaviors, brand attachment, and retailer-led feedback, advocacy, and helping behaviors. The collected data was then analyzed using PLS-SEM to test the proposed relationships.

Sample189 participants (salespersons and retailers)

ContextFast-Moving Consumer Goods (FMCG) retail sector.

Variables

IVEmployee Brand Citizenship Behaviors (EBCB)

DVRetailer-led Brand Value Co-Creation Behaviors (BVCC)

CVBrand attachment (as a mediator), sector (FMCG), participant roles (salespersons and retailers).

Strengths & Limitations

Strengths

+Investigates a less-explored area of brand value co-creation (employee perspective).
+Utilizes a robust statistical method (PLS-SEM) for analysis.
+Provides practical implications for businesses.

Limitations

Self-reported data can be biased. The study is specific to the FMCG sector, so results might differ in other industries. The mediating role of brand attachment is partial, suggesting other factors also play a role.

Reliability & validity

The study adapted scales from previous research, which contributes to reliability. The use of PLS-SEM for analysis is appropriate for testing complex relationships. However, self-reported data may affect validity due to potential biases.

Think critically

To what extent can a company truly 'control' or 'design' employee brand attachment, and what are the ethical considerations involved in trying to influence it?

Design Principles

"Internal brand advocacy is a powerful driver of external brand value."

This research highlights that a brand's value is not solely built through customer interactions but is also deeply influenced by internal employee actions. By fostering a strong sense of brand attachment among employees, businesses can unlock powerful co-creation potential, leading to more robust brand equity and market presence.

What This Means for Your Design

Companies can make their brands more valuable by getting their employees to love the brand and act like brand ambassadors. When employees are attached to the brand, they help create its value more effectively.

How to use in your project

1.Use this research to justify focusing on internal stakeholders in your design project, especially if your project involves a service or retail component.
2.Cite this study when discussing the importance of employee buy-in and brand advocacy in your design process.

Add to My Project

Quick Cite

Paragraph starter

Research indicates that employee brand citizenship behaviors significantly contribute to a retailer's brand value co-creation, with brand attachment acting as a key mediator. This suggests that fostering strong employee loyalty and engagement is vital for enhancing brand equity and market success, particularly within the FMCG sector.

Source

Journal of Development and Social Sciences

Retailers-Led Brand Value Co-Creation Behaviors: An Intervening Analysis

journal · 2023

View source

Questions About This Research

What does the research say about employee brand citizenship drives retailer value co-creation?: Design and implement internal marketing and employee engagement initiatives that cultivate strong brand attachment, as this will directly translate into enhanced brand value co-creation at the retail level. Evidence: Journal of Development and Social Sciences (2023).
Why does "Employee Brand Citizenship Drives Retailer Value Co-Creation" matter for design?: This research highlights that a brand's value is not solely built through customer interactions but is also deeply influenced by internal employee actions. By fostering a strong sense of brand attachment among employees, businesses can unlock powerful co-creation potential, leading to more robust brand equity and market presence.
How can designers apply this research?: Design and implement internal marketing and employee engagement initiatives that cultivate strong brand attachment, as this will directly translate into enhanced brand value co-creation at the retail level.
What were the main findings?: Employee brand citizenship behaviors (EBCB) positively influence retailers' brand value co-creation (BVCC) behaviors.. Brand attachment partially mediates the relationship between EBCB and retailers' BVCC behaviors.. Retailer-led feedback, advocacy, and helping are key components of BVCC.
What research method was used?: Quantitative research using Partial Least Squares Structural Equation Modelling (PLS-SEM). with 189 participants (salespersons and retailers).
How strong is the evidence?: Evidence strength is rated Moderate effect, based on a 2023 journal from Journal of Development and Social Sciences.
What should I do differently in my next project?: Develop employee recognition programs, provide consistent brand training, and create platforms for employees to share their brand experiences and insights to foster greater brand attachment and engagement in co-creation activities.
What are the limitations?: The study focused on the FMCG sector, and findings may not be directly generalizable to other industries. The reliance on self-reported data could introduce common method bias.