Semnan University Reports Findings in Cybernetics and Systems Analysis (Brand-specific Transactional Leadership: the Effects of Brand-building Behaviors On Employee-based Brand Equity In the Insurance Industry)

2021 JUL 15 (NewsRx) -- By a News Reporter-Staff News Editor at Insurance Daily News -- Investigators publish new report on Cybernetics and Systems Analysis. According to news originating from Semnan, Iran, by NewsRx correspondents, research stated, “The concept of employee-based brand equity (EBBE) has been the center of scholars’ attention in the field of marketing and brand management. The brand is one of the most valuable intangible assets of any organization.”

Our news journalists obtained a quote from the research from Semnan University, “This research is a novel step in examining the brand-specific transactional leadership role in implementing the new approach of brand-building behaviors (BBBs) and EBBE. Design/methodology/approach The statistical population of the current study is employees of five major insurance companies in Semnan city of Iran. Using the classified random sampling method, 136 employees of these insurance firms were chosen. Likert-based questionnaires were used to collect data. Structural equation modeling (SEM) was used to analyze research data. Findings show that brand-specific transactional leadership affects participation and retention positively and significantly. Also, the variables of participation, in-role brand-building behavior (IRBBB) and retention, have a positive and significant effect on the EBBE. However, no significant relationship has been found between brand-specific transactional leadership and the IRBBB. Research limitations/implications The study was bound by access to firms and managers’ availability. On the other hand, this research is a cross-sectional study, and its data have been collected in a certain period of time, while longitudinal research can provide a richer result. Future research can benefit from the impact of brand-specific transactional leadership and brand evangelism. Practical implications When selecting brand leaders, manager training programs need to evaluate whether a candidate has brand-specific transactional leadership traits that will enhance the successful internalization of brand values and improve EBBE. Originality/value Brand-specific transactional leadership increases employee responsibility and a greater desire to engage in citizenship behaviors. In addition, using partnerships to influence customer supportive behaviors creates a good image of the company and its services in the minds of customers.”

According to the news editors, the research concluded: “Also, this research is a novel step in examining the brand-specific transactional leadership role in implementing the new approach of BBBs and EBBE.”

This research has been peer-reviewed.

For more information on this research see: Brand-specific Transactional Leadership: the Effects of Brand-building Behaviors On Employee-based Brand Equity In the Insurance Industry. Kybernetes, 2021. Kybernetes can be contacted at: Emerald Group Publishing Ltd, Howard House, Wagon Lane, Bingley BD16 1WA, W Yorkshire, England.

The news correspondents report that additional information may be obtained from Hooshmand Bagheri Garbollagh, Semnan University, Fac Econ Management & Adm Sci, Semnan, Iran. Additional authors for this research include Morteza Maleki Minbashrazgah and Maryam Vat Maghani.

The direct object identifier (DOI) for that additional information is: https://doi.org/10.1108/k-03-2021-0201. This DOI is a link to an online electronic document that is either free or for purchase, and can be your direct source for a journal article and its citation.

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