Internal brand citizenship in omni-channel retailing: Investigating the impact of self-service technologies

• The main purpose of this study is to investigate the impact of internal branding and self-service technologies on work meaningfulness and internal brand commitment in the context of omni-channel retailing. The findings confirm significant positive effects between the factors of internal brand citizenship.The study demonstrates significant effects of employees’ perceptions about self-service technologies and customers on work meaningfulness and internal brand commitment. The study advances the current state of knowledge on internal branding and retailing by investigating the effects of technological innovations on internal brand citizenship. The study contributes to managerial practice by providing practical recommendations on how companies can effectively use self-service technologies to enhance employees’ work meaningfulness and internal brand commitment, as well as to increase the value of the corporate brand and employer attractiveness.

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Nyckelord

brand citizenship

internal branding

internal brand commitment

work meaningfulness

retailing

omni-channel

self-service technologies.

Publikations- och innehållstyp

ref (ämneskategori)

kon (ämneskategori)