Role of celebrity endorsement in promoting employees’ organization identification: A brand-based perspective Article Swipe
Muhammad Abdullah
,
Sidra Ghazanfar
,
Rakhshan Ummar
,
Rizwan Shabbir
·
YOU?
·
· 2022
· Open Access
·
· DOI: https://doi.org/10.3389/fpsyg.2022.910375
YOU?
·
· 2022
· Open Access
·
· DOI: https://doi.org/10.3389/fpsyg.2022.910375
Celebrity endorsement has been used for decades to promote products to consumers. As employees are one of the primary stakeholders and are known as second consumers, their concerns about celebrity endorsement effectiveness and pride need attention for building their identification with an organization. This study investigated the internal branding process by examining employees’ brand orientation, celebrity-organization value congruence, and the accuracy of employee portrayal. Data are collected from a leading multinational bank in Pakistan through a structured questionnaire. The results of the study showed that when employees felt celebrity endorsement matched organizational values, the celebrity successfully portrayed actual corporate values. Thus, employees believed that endorsement effectively gained consumers’ attention and built a strong corporate image. The study affirmed that employees’ sense of pride toward their organization motivates them to identify with it. Furthermore, the results showed that value congruence mediates the relationship between brand orientation and endorsement effectiveness, while pride mediates the relationship between endorsement effectiveness and organization identification. Service organizations could use brand orientation to gain accurate employee portrayal that revives their pride and attachment with the organization and enhances corporate identification. The future directions and limitations are discussed.
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Metadata
- Type
- article
- Language
- en
- Landing Page
- https://doi.org/10.3389/fpsyg.2022.910375
- https://www.frontiersin.org/articles/10.3389/fpsyg.2022.910375/pdf
- OA Status
- gold
- Cited By
- 2
- References
- 97
- Related Works
- 10
- OpenAlex ID
- https://openalex.org/W4296136997
All OpenAlex metadata
Raw OpenAlex JSON
- OpenAlex ID
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https://openalex.org/W4296136997Canonical identifier for this work in OpenAlex
- DOI
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https://doi.org/10.3389/fpsyg.2022.910375Digital Object Identifier
- Title
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Role of celebrity endorsement in promoting employees’ organization identification: A brand-based perspectiveWork title
- Type
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articleOpenAlex work type
- Language
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enPrimary language
- Publication year
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2022Year of publication
- Publication date
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2022-09-08Full publication date if available
- Authors
-
Muhammad Abdullah, Sidra Ghazanfar, Rakhshan Ummar, Rizwan ShabbirList of authors in order
- Landing page
-
https://doi.org/10.3389/fpsyg.2022.910375Publisher landing page
- PDF URL
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https://www.frontiersin.org/articles/10.3389/fpsyg.2022.910375/pdfDirect link to full text PDF
- Open access
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YesWhether a free full text is available
- OA status
-
goldOpen access status per OpenAlex
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https://www.frontiersin.org/articles/10.3389/fpsyg.2022.910375/pdfDirect OA link when available
- Concepts
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Pride, Organizational identification, Psychology, Identification (biology), Value (mathematics), Multinational corporation, Advertising, Social psychology, Marketing, Business, Organizational commitment, Political science, Machine learning, Finance, Biology, Computer science, Law, BotanyTop concepts (fields/topics) attached by OpenAlex
- Cited by
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2Total citation count in OpenAlex
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2025: 1, 2024: 1Per-year citation counts (last 5 years)
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10Other works algorithmically related by OpenAlex
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