Employee Openness And Organizational Responsiveness: Examining Environmental Influences on Positive Employee Brand Behaviour

This paper considers the influence of environmental factors on internal organizational exchanges for the benefit of developing employees that champion the values of the organization’s brand. In particular, the study examines the relationship of an organization’s perceived benevolent approach to its employees (i.e.

organizational responsiveness

) as well as the employee’s own interest in the organization beyond their immediate job task (i.e.

employee openness

) towards brand supportive behaviours namely,

brand citizenship behavior, positive word of mouth and intention to stay

. From the results of this study it appears that environmental factors, such as

organizational responsiveness

and

employee openness

, do play a significant role in influencing employee behaviour. In particular, individual employee factors are extremely important in understanding how employees behave in relation to their employer’s brand. The results have implications for internal brand management literature where such environmental factors have received limited attention with respect to encouraging ‘pro brand behaviour’.