The effect of organizational branding strategies on organizational and employee-based brand equity: The mediating role of brand-oriented leadership

Subject Areas : marketing

Abbas Ghaedamini Harouni ¹ (1. PhD in Cultural Management, , lecturer at the Comprehensive University of Applied Sciences of Farsan Center)
Mehrdad Sadeghi de cheshmeh ² (2. Assistant Professor of Facuty Management Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran)
Samaneh keldani ³ (Master's student in cultural management, Isfahan Islamic Azad University (Khorasgan), Isfahan, Iran)
Ghulam Reza Maleki Farsani ⁴ (4. PhD in Cultural Management, , lecturer at the Comprehensive University of Applied Sciences of Farsan Center)

Received: 2023-02-27 Accepted : 2023-05-11 Published : 2023-05-22

Keywords: corporate brand strategies, employee-based brand equity, organizational brand equity, brand-oriented leadership,

Abstract :

The present research was conducted with the aim of investigating the effects of organizational branding strategies on the special value of organizational and employee-based brands: the mediating role of brand-oriented leadership. The statistical population of the present study was made up of all employees working in 4-star hotels in Isfahan city, numbering 660 people, and 244 people were selected as a sample through the stratified sampling method proportional to the volume through Cochran's sampling formula. The research tools are Coleman et al.'s organizational branding strategies questionnaire (2011), Boukis and Christodoulides' standard brand leadership questionnaire (2020), Srivastava's organizational brand equity standard questionnaire (2009) and Baumgarth and Schmidt's employee brand equity standard questionnaire ( 2010) that the validity of the questionnaires was examined based on the content, form and structure validity and after the necessary terms the validity was confirmed and on the other hand the reliability of the questionnaires was 0.90, 0.75, respectively by Cronbach's alpha method. 0.80 and 0.80 were estimated and data analysis was done at an inferential level including structural equation modeling. The results of the research showed that organizational branding strategies have a positive and significant effect on employee-based brand equity with the mediating role of brand-oriented leadership. It has that the coefficient of this effect is 0.22 and organizational branding strategies through brand-oriented leadership have a positive and significant effect on the special value of the organizational brand, which the coefficient of this effect is 0.33.