The role of employees in shaping brand performance
The role of employees in shaping brand performance

Summary/Abstract: The impact of employee activities on creating the brand management process is becoming increasingly important in the modern economy. Therefore, the role of employees in shaping brand performance should be defined. The study investigates the mediating role of employee brand commitment in the relationship between employee openness and brand performance. Inorder to verify the potential relationship, empirical studies wereconducted in 2019. The first stage was a pilot survey coveringa group of 25 managers acting as competent judges, followedby the main study, during which results from 268 organisation slocated in Poland were collected. To develop and verify the assumed hypothesis, the following research methodology wasused: a systematic literature review, correlation analysis, andmultiple linear regression analysis with a mediator. The resultsof the research have shown that the shaping of brand performanceis influenced by employee openness, and indirectly byemployee brand commitment. It was established that brand performance is indirectly and significantly influenced by employee openness and also that employee brand commitment is a mediatorin this relationship.

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