Study On The Impact Of Brand Internalization On Brand Performance And Its Mechanism

With the rapid development of social economy, the market competition has enteredinto a new stage, namely the era of brand competition. The building of successfulbrands requires not only the work of the external marketing and communications, butalso need the employees of the corporation to participate in the brand building, andactively contribute to the corporate brand. Currently, Academia and the businesscommunity has been the focus from the external brand communication to theintra-brand management. Therefore, the study of the impact of brand internalization onbrand performance, and enhance the competitiveness of the brand, is of greatsignificance.In the review of brand identification theory, self-congruity theory, this paperconstructed the model how brand internalization make effect on brand performance. Themodel includes four dimensions: brand internalization, brand performance,person-organization fit and brand identification. Meanwhile, brand internalizationincludes three dimensions: brand training, brand communication, brand motivation. Theresearch objectives of the paper is the employees of Beidahuang agriculture corporation,eventually received377valid questionnaires. While the paper use the SPSS17.0Software, through correlation analysis, factor analysis and regression analysis and otherstatistical methods to validate the model assumptions.Based on the results, the paper indicates these conclusions. Brand internalization,consisting of brand training, brand communication and brand motivation, has differentnotable effects on the brand performance. brand communication is the most relevantrelationship with brand performance, followed by the brand training and brandmotivation with brand performance. Person-organization fit can moderated therelationship between brand internalization and brand performance. Brand identificationcan mediate the relationship between brand internalization and brand performance.Then this study conducts mediated moderation to investigate how person-organizationfit moderates the relationship between brand internalization and brand performance.Andthen this paper explain the internal mechanism of relevant variables and found that why brand internalization are more prone to the brand performance when the higherperson-organization fit, it is the reason that higher person-organization fit can lead to thebrand identification, this brand identification will significantly enhance our employees’brand performance. Finally, this study suggests the corporation to set up somecommunication mechanism, training mechanism and motivation mechanism from theperspective of the brand internalization. Meanwhile the companies also attach muchimportance to the person-organization fit in the management practice.