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Employees’ Brand Knowledge for Heightening Brand Endorsement in the Service Industry

Tahsina Khan et al.

Zagreb International Review of Economics and Business2025https://doi.org/10.2478/zireb-2025-0004article
ABDC C
Weight
0.50

What the paper says

Abstract The study envisages outlining determinants that heighten brand knowledge and endorsement among the employees of service-oriented organizations in Bangladesh. The study incorporated a structured and self-administered questionnaire, including items compiled from prior research, to record responses from 112 employees chosen from conveniently selected eleven service-oriented companies in Bangladesh. Furthermore, the responses were analyzed using a standard SEM simulator named SAMRT PLS 3.3.2. The study confirmed the positive impact of the variables: internal communication, management support, and teamwork on the formation of ‘Brand Knowledge’; furthermore, the variable, namely ‘Brand Knowledge,’ had been confirmed as the predictor of ‘Brand Endorsement’. The study can function as the leaders’ primordial guidelines in accelerating the formation of Brand Knowledge and Brand Endorsement within the organization. Future research can be undertaken to gauge the impact of ‘income’ and ‘experience’ in intensifying the association relating to ‘Brand Knowledge’ and ‘Brand Endorsement’ within the organizational setting.

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https://doi.org/https://doi.org/10.2478/zireb-2025-0004

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@article{tahsina2025,
  title        = {{Employees’ Brand Knowledge for Heightening Brand Endorsement in the Service Industry}},
  author       = {Tahsina Khan et al.},
  journal      = {Zagreb International Review of Economics and Business},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.2478/zireb-2025-0004},
}

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Employees’ Brand Knowledge for Heightening Brand Endorsement in the Service Industry

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.