Employee brand love and love behaviors: Perspectives of social exchange and rational choice
Abstract The concept of brand love has prompted many marketing scholars to study customers’ love for a brand, but little attention has been paid to understanding employees’ love for their brands. Based on social exchange theory and rational choice theory, this study proposes that forgiveness behavior, supportive voice behavior, and helping behavior are three love behaviors improved through employee brand love. Additionally, organizational culture types are shown to moderate the relationship between brand love and these love behaviors. The findings of this study use 456 responses from hotel employees in the United States and Taiwan to support the impact of employee brand love on these three love behaviors. Moreover, testing the moderating effects of organizational cultures reveal that forgiveness behavior may be strengthened through a hierarchy culture, that supportive voice behavior can be strengthened via clan culture, and that helping behavior can be strengthened under a hierarchy organizational culture.
Recently, the competition in Chinese enterprises becomes more and more acute, in order to set up a good enterprise image, an enterprise should communicate its operation mind through the amount and effectiveness of its advertising investment. This paper provides an overview of the recent theoretical and empirical research on herd behavior. It looks at the basic model of herding, the causes of herd behavior, and the effect that herding has on advertising markets. We get the results that herding exists in advertising market.