FACTORS INFLUENCING THE CORPORATE BRAND CREDIBILITY FROM THE PERSPECTIVE OF EMPLOYEES
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Abstract
The objectives of this study are to: 1) evaluate employees’ perceptions of the corporate brand, including brand favorability, uniqueness, consistency, clarity, and credibility; and 2) investigate the elements that influence brand credibility. Data were gathered through surveys distributed to 500 bank workers around Thailand. Data analysis was carried out using the percentage, mean, standard deviation, and Structural Equation Modeling (SEM).
The findings revealed that the sample included 441 employees (88.20% of the total sample) who worked at the bank’s headquarters and 151 branches across the country. The majority of respondents were female (350 employees, 70.0%), aged 25 to 34 years (226 employees, 53.2%), and had a bachelor’s degree (324 employees, 64.8%). Furthermore, a considerable percentage had more than five years of bank experience (203 employees, 40.6%).
The examination of the elements impacting brand credibility revealed that brand favorability, brand distinctiveness, brand consistency, and brand clarity together accounted for 54% of the variance in brand credibility. Brand clarity had the greatest impact on brand credibility (P-value = 0.003), followed by brand consistency (P-value = 0.013), brand favorability (P-value = 0.043), and brand originality (P-value = 0.044), all of which were significant at the .05 level of statistical significance.
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