Brand empowerment and brand consistent behavior: Mediating role of brand psychological ownership and employee brand understanding

Abstract

This study aimed to investigate the connection of brand empowerment with employee brand understanding, brand psychological ownership, and brand consistent behavior. Secondly, mediating role of brand psychological ownership and employee brand understanding in the relationship of brand empowerment and brand consistent behavior was also examined. Survey method was used to collect data from 274 employees of banking sector through multistage sampling. Measures of Brand Consistent Behavior Scale (King, Grace, & Funk, 2012), Employee Brand Understanding Scale (Piehler et al., 2016), Brand Psychological Ownership Scale (Chang et al., 2012), and Brand Empowerment Scale (King, So, & Grace, 2013) were used. Results affirmed the positive relationship between brand empowerment with brand psychological ownership and employee brand understanding. Moreover, brand psychological ownership and employee brand understanding had positive relationship with brand consistent behavior of the employees. Findings further indicated that the relationship of brand empowerment and brand consistent behavior was mediated by brand psychological ownership and employee brand understanding. Implications of the study were also discussed.