Investigating the effect of brand-based leadership of senior managers on brand commitment among employees in the presence of mediating variables of employees' knowledge of the brand, psychological contract and appropriateness between brand and employees (Case study: Karaj Capital Bank)

Abstract

The purpose of this study was to investigate the effect of senior managers 'brand-centered leadership on brand commitment among employees in the presence of mediating variables of employees' knowledge of brand, psychological contract and brand-to-staff fit between Karaj Capital Bank employees. The research method is descriptive and correlational. The statistical population of this study is 60 employees of Karaj Capital Bank. Because of the limited population of the population, a census or integer was used to select the sample. The research was conducted through the design and distribution of a questionnaire in the form of a face-to-face researcher. The validity of the questionnaire was confirmed by content validity and its reliability was confirmed by Cronbach's alpha method. Descriptive and inferential statistics were used to analyze the data. The data were analyzed by SPSS and PLS software. The results of data analysis showed that brand-centered leadership of senior executives through staff knowledge of brand has a positive and significant effect on brand commitment. Brand-based leadership by senior executives through psychological contracting has a positive and significant effect on brand commitment. Brand-based leadership by senior executives has a positive and significant effect on brand commitment through employee-brand fit.

Keywords

• brand-centered leadership of senior executives
• brand commitment
• employee knowledge of the brand
• psychological contract
• intergroup and employee fit