An Exploration of the Factors Affecting Brand Association

Introduction

Organizations are striving to know about the preferences of employees in order to maintain their association with the brands(Camiciottoli et al., 2014). Thus, knowledge about the brands helps customers in bridging associations with the brands (Gordon et al., 2016). Brand knowledge is a key factor of employee brand association which becomes an important cause of employee choice between several brands (Camiciottoli et al., 2014; Phong et al., 2020). Due to having an association with the brand consumers happily pay for a extraordinary price for the product, instead of having alternative options (Berni et al., 2020). Consequently, organizations are earning more profits and enjoying a competitive advantage whose customers are more committed to them (Jamshidi & Rousta, 2021). Researchers and practitioners have identified a number of factors that can influence employee brand association (Parekh & Jha, 2021). Like brand awareness/brand knowledge (Sürücü et al., 2019), brand understanding (Carvalho & Fernandes, 2018), brand commitment (Jamshidi & Rousta, 2021), brand citizenship behavior (Khan et al., 2021) etc. The brand association also helps employees in brand differentiation (Phong et al., 2020). The brand association builds thinking in the mind of employees which helps them in recalling and differentiating the brand (Gupta et al., 2020). Brand association help employees in the decision-making process (Parekh & Jha, 2021). Researchers categorized three elements of brand association such as attributes, attitudes, and benefits (Lane, 1991). Attributes have consisted of the descriptive characteristics of the product or services which can be further separated into two sets (e.g., product and non-product). Attributes related to the product consisted of the services and performance of the product. Attributes related to non-product consisted of the external factors of product such as packaging, price, and images (Koll & von Wallpach, 2014). Attitudes are defined as the overall evaluation of the brand which is developed by the buying behavior of consumers. Attitudes are developed by the distinctiveness, power, and durability of the brand. Benefits are definedas particular values which employees link with the brand. Employees link three types of benefits with the brand such as symbolic, experiential, and functional. Experiential benefits are the sentiments connected with the product. Symbolic benefits are linked with social status and reputation linked with the brand. Social status and prestige enhance employees’ self-esteem and confidence. Functional benefits are defined as intrinsic rewards linked with the product such as psychological and safety needs (Keller & Lehmann, 2006).

Cheng-Hsui Chen (2001) examined the link between brand association, dimension of brand association and its impact on brand equity. (Phong et al., 2020) examined the connection between brand associationa and consumer’s loyalty. Data were collected through questionnaire from 380 consumers belonging to North Central. The results of the study reveal brand brand association and brand awareness enhances consumers’s loyalty. (Camiciottoli et al., 2014) explore the factors affecting brand association with unique methodological approach. The purpose of the study is to investigate the employee brand association in online community with brand defined brand association. The upshots of the study revealed a comsistency among employee defined brand association and brand defined brand association. Hossien Emari (2012) investigated the levels of brand equity in cholocalte industry. The purpose of the investigation was to detect the dynamics persuading brand equity. Additionally, the connotation of the factors such as brand image and brand loyalty was tested as a mediators in the link between brand personality, brand attitude, brand association and brand equity. According to the results of the study brand image and brand loyalty are important constituents of brand equity. Additionally, brand image and brand loyalty were also confirmed as mediators of the study.