Original scientific paper
https://doi.org/10.2478/zireb-2025-0004
Employees’ Brand Knowledge for Heightening Brand Endorsement in the Service Industry
Tahsina Khan
orcid.org/0000-0002-3929-3088
; Bangladesh University of Professionals (BUP), Dhaka, Bangladesh.
*
Md. Khaled Amin
orcid.org/0000-0002-3929-3088
; American International University-Bangladesh, Dhaka, Bangladesh.
Rezbin Nahar
; American International University-Bangladesh, Dhaka, Bangladesh.
Thurasamy Ramayah
; American International University-Bangladesh, Dhaka, Bangladesh.
Farheen Hassan
; American International University-Bangladesh, Dhaka, Bangladesh.
* Corresponding author.
Abstract
The study envisages outlining determinants that heighten brand knowledge and endorsement among the employees of service-oriented organizations in Bangladesh. The study incorporated a structured and self-administered questionnaire, including items compiled from prior research, to record responses from 112 employees chosen from conveniently selected eleven service-oriented companies in Bangladesh. Furthermore, the responses were analyzed using a standard SEM simulator named SAMRT PLS 3.3.2. The study confirmed the positive impact of the variables: internal communication, management support, and teamwork on the formation of ‘Brand Knowledge’; furthermore, the variable, namely ‘Brand Knowledge,’ had been confirmed as the predictor of ‘Brand Endorsement’. The study can function as the leaders’ primordial guidelines in accelerating the formation of Brand Knowledge and Brand Endorsement within the organization. Future research can be undertaken to gauge the impact of ‘income’ and ‘experience’ in intensifying the association relating to ‘Brand Knowledge’ and ‘Brand Endorsement’ within the organizational setting.
Keywords
Brand Knowledge; Brand Endorsement; Internal Branding; Management Support
Hrčak ID:
331877
URI
Publication date:
31.5.2025.
Visits: 182 *