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Organizational Role Theory

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Moreover, organizational role theory (Kahn et al. 1964) proposes that employees’ understanding of the brand adds to the development of their emotional attachment to the brand. Providing brand knowledge thus exerts a positive influence on brand commitment (King and Grace 2008, 2010). As a result, role ambiguity is diminished and this increases the employee’s commitment to the organization (Jones et al. 2003). Moreover, knowledge dissemination among the staff leads to a unified operational response to that knowledge, which brings with it a higher level of performance (Fugate et al. 2009).
The dissemination of new knowledge in areas that will carry the organization to a more successful level can include novel ideas, approaches, and techniques. …show more content…
Strong hierarchy in organizations is proven to be a factor that hinders knowledge transfer (Nonaka 1994) Allowing horizontal communication flows is a way of tackling the problem. (Chew 2004). In order to communicate well, research underlines the need to reduce hierarchical communication. It was also found that managers concerned with communication in the organization increased employees’ satisfaction and self-esteem (Back et al. 2011). It also influences the productivity of the employees (Chew 2004) and enhances the intention of employees to stay in the organization (Chang and Chang 2008).

As one of the main aims of internal branding is to improve employee attitudes towards their job, King and Grace (2010) state that while sharing information with employees, positive and consistent brand related actions by the organization’s culture and management are vital. Also, educating employees about the organizational goals leads them to have a positive attitude towards the brand and to brand loyalty (Aurand et al. 2005, Keller …show more content…
It is proven that ‘a positive learning orientation (a value-based construct) will directly result in increased market information generation and dissemination (knowledge-based constructs)’ (Sinkula et al. 1997, p.305). Trust and openness are regularly cited as two explicitly stated values that improve knowledge management behaviors (Gold et al. 2001). However, effective communication of these values is equally vital for the system to work effectively (Szulanski

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