Employer Branding - Advocacy and Ambassadorship

Date of Award

2024

Document Type

Dissertation

Degree Name

Doctor of Organization Development & Change (D.O.D.C.)

Department

Organization Development

First Advisor

Margaret Brooks (Committee Chair)

Second Advisor

Deborah O'Neil (Committee Member)

Third Advisor

Debbie Thorne (Committee Member)

Fourth Advisor

Clare Barratt (Other)

Fifth Advisor

Truit Gray (Committee Member)

Abstract

Many organizations have realized the potential of their employer brand and its impact on recruitment, retention, and development efforts. Some are investing in developing brand advocates or ambassadors among their employees. However, there is limited research on the prediction of brand advocacy behaviors and brand ambassadorship. To inform this study, a literature review focused on articles from the OB/HR and Marketing domains covering employer branding and related constructs (brand value fit, employee engagement, organizational identification, brand equity, etc.), emphasizing the measurement of these constructs. The study sought to: 1) understand employee attitudes toward the organization and employer brand that predict employee brand advocacy and ambassadorship via eight hypotheses addressing organization and brand-related predictors; 2) investigate how brand ambassador program communication and features relate to a willingness to become a brand ambassador; and 3) explore brand ambassadorship motivations. Data was collected via an online survey of 215 full-time faculty and staff of a major public university featuring ten organization and brand-related construct scales. The key results of the study included the identification of four significant or moderate predictors of brand advocacy and ambassadorship, the types of messaging and features desired in a brand ambassador program, and the key motivations of brand ambassadorship. Key results suggest that brand value fit and organizational identification were the strongest predictors of advocacy, with brand equity and employee engagement also offering a level of influence. The study sought to contribute new knowledge regarding the predictors, factors, and motivations influencing brand advocacy and ambassadorship among employees.

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