Internal audience strikes back from the outside : emotionally exhausted employees’ negative word-of-mouth as the active brand-oriented deviance
Purpose: Reflecting on the importance of negative word-of-mouth (NWOM) executed by internal audience of brand management, this study aims to explore the mechanism of employees’ NWOM in the emotional exhaustion context. Design/methodology/approach: Focusing on employees’ active brand-oriented deviances, this study used a surveyed data set (n = 150) collected from negatively aroused employees experiencing a negative event within their organization. Structural equation modeling was adopted to test the hypotheses. Findings: The current study revealed that employees’ NWOM is associated with emotional exhaustion. Also, it discovered that emotional exhaustion is more strongly associated with employees’ NWOM than turnover intention. Research limitations/implications: Relying on self-regulation theory, the current study identified emotional exhaustion as a critical antecedent of employees’ NWOM. Future researchers can use the longitudinal research design or temporal separation as an effort to prevent common method variance. Practical implications: Internal audiences engage in negative brand-oriented performance by spreading NWOM. Further, the advance in social media may instigate NWOM spread by internal audiences to external audiences. Originality/value: This paper tests the explanatory power of conservation of resources theory and self-regulatory theory in terms of the impact of employees’ emotional exhaustion on NWOM and turnover intention.
Year of publication: |
2020
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Authors: | Lee, Sang Bong ; Suh, Taewon |
Published in: |
Journal of Product & Brand Management. - Emerald, ISSN 1061-0421, ZDB-ID 2020682-3. - Vol. 29.2020, 7 (27.01.), p. 863-876
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Publisher: |
Emerald |
Saved in:
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