Exploring The Role of Employee Brand Ambassadors in Enhancing Brand Awareness and Customer Loyalty in Marketing Firms in Indonesia
Abstract
This study aims to explore the role of employee brand ambassadors in enhancing brand awareness and customer loyalty in marketing firms in Indonesia. The study adopts a qualitative research design and utilizes semi-structured interviews as the primary data collection method. The research participants consisted of 15 HR managers from various marketing firms in Indonesia and 10 current or past employee brand ambassadors from those firms, selected using purposive sampling. They are selected based on their strong connection to the company’s mission and values, personal interest in the product or services offered, and desire to build a personal brand. The data collected from the interviews were analyzed using qualitative data analysis techniques, specifically through a thematic analysis approach. The data analysis process involved the identification of patterns, themes, and key ideas related to the research questions and objectives. The data analysis was an iterative process, with constant comparison and refinement of the categories to ensure the accuracy and validity of the findings. The findings reveal that employee brand ambassadors play a significant role in enhancing brand awareness and customer loyalty. They are selected based on their strong connection to the company’s mission and values, personal interest in the product or services offered, and desire to build a personal brand. They are trained to use a variety of strategies to promote the company’s brand and product or services, including social media, word-of-mouth marketing, attending events, and creating content. The study also highlights the impact of being a brand ambassador on the relationship between the employee and their company, as well as their colleagues. It increases employee engagement, boosts team morale, and improves overall communication. The impact of employee brand ambassadors is measured through metrics such as social media engagement, website traffic, and customer feedback. the study concludes that employee brand ambassadors are an effective way to enhance brand awareness and customer loyalty in marketing firms in Indonesia.
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References
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Altaf, Mohsin, Sany Sanuri Mohd Mokhtar, Faisal Mustafa, and Arfan Shahzad. (2019). “Brand Empowerment and Brand Consistent Behavior: Mediating Role of Brand Psychological Ownership and Employee Brand Understanding.” Pakistan Journal of Psychological Research 34(3). doi: 10.33824/PJPR.2019.34.3.26.
Busatasar, Busatasar, Bustasar Bustasar, Sumarsih Sumarsih, and Khathibul Umam Zaid Nugroho. (2019). “The Factors Affecting Employee Performance of Ministry of Religion in Muko-Muko District.”
Dahiya, M. (2017). “A Tool of Conversation: Chatbot, International Journal of Computer Sciences and Engineering, Volume-5, Issue-5 E-ISSN: 2347-2693.” International Journal of Computer Sciences and Engineering (JCSE) 5(December).
Guido, Gianluigi, Cesare Amatulli, and Andrea Sestino. (2020). “Elderly Consumers and Financial Choices: A Systematic Review.” Journal of Financial Services Marketing 25(3–4). doi: 10.1057/s41264-020-00077-7.
Homan, Mark S. (2018). “The Essential Eight.” in Rules of the Game.
Hornsey, Matthew J. (2008). “Social Identity Theory and Self-Categorization Theory: A Historical Review.” Social and Personality Psychology Compass 2(1). doi: 10.1111/j.1751-9004.2007.00066.x.
Huang, Wen-Rou. (2020). “Job Training Satisfaction, Job Satisfaction, and Job Performance.” in Career Development and Job Satisfaction.
Huddy, Leonie. (2001). “From Social to Political Identity: A Critical Examination of Social Identity Theory.” Political Psychology 22(1). doi: 10.1111/0162-895X.00230.
Kandampully, Jay, Tingting (Christina) Zhang, and Anil Bilgihan. (2015). “Customer Loyalty: A Review and Future Directions with a Special Focus on the Hospitality Industry.” International Journal of Contemporary Hospitality Management 27(3). doi: 10.1108/IJCHM-03-2014-0151.
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Korte, Russell F. (2007). “A Review of Social Identity Theory with Implications for Training and Development.” Journal of European Industrial Training 31(3).
Kunaifi, Aang, and Nur Syam. (2021). “Business Communication in Developing the Halal Tourism Industry.” Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) 4(1):1–17. doi: 10.31538/iijse.v4i1.1305.
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Mishra, Soma. (2021). “Effectiveness of Line Managers Training on Job Performance and Job Satisfaction.” Journal of Contemporary Issues in Business and Government 27(03).
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Ohanyere, C. P., C. D. Ngige, and C. J. Jacobs. (2021). “Effect of Training on Organizational Performance of Small and Medium Scale Enterprises in Anambra State, Nigeria.” International Journal of Management and Entrepreneurship 3(1).
Park, Sung Hee, Tong Kyung Kwak, and Hye Ja Chang. (2010). “Evaluation of the Food Safety Training for Food Handlers in Restaurant Operations.” Nutrition Research and Practice 4(1). doi: 10.4162/nrp.2010.4.1.58.
Park, Sunyoung, Hye Seung (Theresa) Kang, and Eun Jee Kim. (2018). “The Role of Supervisor Support on Employees’ Training and Job Performance: An Empirical Study.” European Journal of Training and Development 42(1–2). doi: 10.1108/EJTD-06-2017-0054.
Pina, Rita, and Álvaro Dias. (2021). “The Influence of Brand Experiences on Consumer-Based Brand Equity.” Journal of Brand Management 28(2). doi: 10.1057/s41262-020-00215-5.
Pinar, Musa, Tulay Girard, and Zeliha Eser. (2012). “Consumer‐based Brand Equity in Banking Industry.” International Journal of Bank Marketing 30(5). doi: 10.1108/02652321211247417.
Quaratino, Luca, and Alessandra Mazzei. (2018a). “Managerial Strategies to Promote Employee Brand Consistent Behavior.” EuroMed Journal of Business 13(2). doi: 10.1108/emjb-02-2017-0008.
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RABEL, CONNIE J. (2018). “A Qualitative Study on Perceptions of the Communication, Intrinsic and Extrinsic Motivational Factors on the Job Satisfaction of Employees.”
Rather, Raouf Ahmad, and Linda D. Hollebeek. (2019). “Exploring and Validating Social Identification and Social Exchange-Based Drivers of Hospitality Customer Loyalty.” International Journal of Contemporary Hospitality Management 31(3). doi: 10.1108/IJCHM-10-2017-0627.
Ronda, Lorena, Carmen Valor, and Carmen Abril. (2018). “Are They Willing to Work for You? An Employee-Centric View to Employer Brand Attractiveness.” Journal of Product and Brand Management 27(5).
Rowold, Jens. (2007). “The Impact of Personality on Training-Related Aspects of Motivation: Test of a Longitudinal Model.” Human Resource Development Quarterly 18(1). doi: 10.1002/hrdq.1190.
Sahinidis, Alexandros G., and John Bouris. (2008). “Employee Perceived Training Effectiveness Relationship to Employee Attitudes.” Journal of European Industrial Training 32(1). doi: 10.1108/03090590810846575.
Saini, Gordhan K., Filip Lievens, and Mukta Srivastava. (2022). “Employer and Internal Branding Research: A Bibliometric Analysis of 25 Years.” Journal of Product and Brand Management 31(8). doi: 10.1108/JPBM-06-2021-3526.
Sartain, Libby. (2005). “Branding from the inside out at Yahoo!: HR’s Role as Brand Builder.” Human Resource Management 44(1). doi: 10.1002/hrm.20045.
Seidle, Brett, Sergio Fernandez, and James L. Perry. (2016). “Do Leadership Training and Development Make a Difference in the Public Sector? A Panel Study.” Public Administration Review 76(4). doi: 10.1111/puar.12531.
Shoemaker, Stowe, and Robert C. Lewis. (1999). “Customer Loyalty: The Future of Hospitality Marketing.” International Journal of Hospitality Management 18(4). doi: 10.1016/s0278-4319(99)00042-0.
Suomi, Kati, Saila Saraniemi, Mervi Vähätalo, Tomi J. Kallio, and Terhi Tevameri. 2021. “Employee Engagement and Internal Branding: Two Sides of the Same Coin?” Corporate Reputation Review 24(1). doi: 10.1057/s41299-019-00090-0.
Thomas, Tejil. (2020). “Employee Advocacy as a Marketing Strategy to Power Brand Promotion: An Employee Perspective.” Marketing and Management of Innovations (2). doi: 10.21272/mmi.2020.2-12.
Tombs, Michal. (2011). “Motivation To Learn : Test of a Model in Different Training Contexts.” ProQuest LLC.
Utomo, Gigih Wahyu, and Bulan Prabawani. (2017). “Pengaruh Brand Ambassador Dan Citra Merk Terhadap Keputusan Pembelian Sepeda Motor Suzuki Type Nex.” Jurusan Administrasi Bisnis Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Diponegoro 9(5).
Vallaster, Christine, and Leslie De Chernatony. (2006). “Internal Brand Building and Structuration: The Role of Leadership.” European Journal of Marketing 40(7–8).
Windiana, Livia, Ary Bakhtiar, Via Kurniasih, and Shaila Basamah. (2020). “The Effect of Green Marketing toward the Consumers Buying Interest of Starbucks Coffee Mediated by Brand Image.” HABITAT 31(1). doi: 10.21776/ub.habitat.2020.031.1.4.
Altaf, Mohsin, Naveed Iqbal, Sany Sanuri Sany, and Maqbool Hussain Sial. (2017). “Managing Consumer-Based Brand Equity through Brand Experience in Islamic Banking.” Journal of Islamic Marketing 8(2). doi: 10.1108/JIMA-07-2015-0048.
Altaf, Mohsin, Sany Sanuri Mohd Mokhtar, Faisal Mustafa, and Arfan Shahzad. (2019). “Brand Empowerment and Brand Consistent Behavior: Mediating Role of Brand Psychological Ownership and Employee Brand Understanding.” Pakistan Journal of Psychological Research 34(3). doi: 10.33824/PJPR.2019.34.3.26.
Busatasar, Busatasar, Bustasar Bustasar, Sumarsih Sumarsih, and Khathibul Umam Zaid Nugroho. (2019). “The Factors Affecting Employee Performance of Ministry of Religion in Muko-Muko District.”
Dahiya, M. (2017). “A Tool of Conversation: Chatbot, International Journal of Computer Sciences and Engineering, Volume-5, Issue-5 E-ISSN: 2347-2693.” International Journal of Computer Sciences and Engineering (JCSE) 5(December).
Guido, Gianluigi, Cesare Amatulli, and Andrea Sestino. (2020). “Elderly Consumers and Financial Choices: A Systematic Review.” Journal of Financial Services Marketing 25(3–4). doi: 10.1057/s41264-020-00077-7.
Homan, Mark S. 2018. “The Essential Eight.” in Rules of the Game.
Hornsey, Matthew J. (2008). “Social Identity Theory and Self-Categorization Theory: A Historical Review.” Social and Personality Psychology Compass 2(1). doi: 10.1111/j.1751-9004.2007.00066.x.
Huang, Wen-Rou. (2020). “Job Training Satisfaction, Job Satisfaction, and Job Performance.” in Career Development and Job Satisfaction.
Huddy, Leonie. (2001). “From Social to Political Identity: A Critical Examination of Social Identity Theory.” Political Psychology 22(1). doi: 10.1111/0162-895X.00230.
Kandampully, Jay, Tingting (Christina) Zhang, and Anil Bilgihan. (2015). “Customer Loyalty: A Review and Future Directions with a Special Focus on the Hospitality Industry.” International Journal of Contemporary Hospitality Management 27(3). doi: 10.1108/IJCHM-03-2014-0151.
Kandampully Tingting Zhang Anil Bilgihan, Jay, Jay Kandampully, Tingting Zhang, and Anil Bilgihan. (2003). “International Journal of Contemporary Hospitality Management Customer Loyalty: A Review and Future Directions with a Special Focus on the Hospitality Industry.” International Journal of Contemporary Hospitality 27(4).
Korte, Russell F. (2007). “A Review of Social Identity Theory with Implications for Training and Development.” Journal of European Industrial Training 31(3).
Kunaifi, Aang, and Nur Syam. (2021). “Business Communication in Developing the Halal Tourism Industry.” Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) 4(1):1–17. doi: 10.31538/iijse.v4i1.1305.
Mangum, Maruice, and Ray Block. (2018). “Social Identity Theory and Public Opinion towards Immigration.” Social Sciences 7(3). doi: 10.3390/socsci7030041.
Mishra, Soma. (2021). “Effectiveness of Line Managers Training on Job Performance and Job Satisfaction.” Journal of Contemporary Issues in Business and Government 27(03).
Nigam, Ashutosh. (2018a). “Conceptual Development of Transfer of Brand Loyalty in Brand Stretching.” World Review of Entrepreneurship, Management and Sustainable Development 14(6). doi: 10.1504/WREMSD.2018.097701.
Nigam, Ashutosh. (2018b). “Conceptual Development of Transfer of Brand Loyalty in Brand Stretching.” World Review of Entrepreneurship, Management and Sustainable Development 14(6). doi: 10.1504/wremsd.2018.10018844.
Ogbechi, A. D., L. I. Okafor, and T. A. Onafade. (2018). “Determinants of Customer Satisfaction and Loyalty in Relation to Corporate Performance of Insurance Industry in Nigeria.” International Journal of … VI(4).
Ohanyere, C. P., C. D. Ngige, and C. J. Jacobs. (2021). “Effect of Training on Organizational Performance of Small and Medium Scale Enterprises in Anambra State, Nigeria.” International Journal of Management and Entrepreneurship 3(1).
Park, Sung Hee, Tong Kyung Kwak, and Hye Ja Chang. (2010). “Evaluation of the Food Safety Training for Food Handlers in Restaurant Operations.” Nutrition Research and Practice 4(1). doi: 10.4162/nrp.2010.4.1.58.
Park, Sunyoung, Hye Seung (Theresa) Kang, and Eun Jee Kim. (2018). “The Role of Supervisor Support on Employees’ Training and Job Performance: An Empirical Study.” European Journal of Training and Development 42(1–2). doi: 10.1108/EJTD-06-2017-0054.
Pina, Rita, and Álvaro Dias. (2021). “The Influence of Brand Experiences on Consumer-Based Brand Equity.” Journal of Brand Management 28(2). doi: 10.1057/s41262-020-00215-5.
Pinar, Musa, Tulay Girard, and Zeliha Eser. (2012). “Consumer‐based Brand Equity in Banking Industry.” International Journal of Bank Marketing 30(5). doi: 10.1108/02652321211247417.
Quaratino, Luca, and Alessandra Mazzei. (2018a). “Managerial Strategies to Promote Employee Brand Consistent Behavior.” EuroMed Journal of Business 13(2). doi: 10.1108/emjb-02-2017-0008.
Quaratino, Luca, and Alessandra Mazzei. (2018b). “Managerial Strategies to Promote Employee Brand Consistent Behavior: The New Frontier for Brand Building Strategies.” EuroMed Journal of Business 13(2). doi: 10.1108/EMJB-02-2017-0008.
RABEL, CONNIE J. (2018). “A Qualitative Study on Perceptions of the Communication, Intrinsic and Extrinsic Motivational Factors on the Job Satisfaction of Employees.”
Rather, Raouf Ahmad, and Linda D. Hollebeek. (2019). “Exploring and Validating Social Identification and Social Exchange-Based Drivers of Hospitality Customer Loyalty.” International Journal of Contemporary Hospitality Management 31(3). doi: 10.1108/IJCHM-10-2017-0627.
Ronda, Lorena, Carmen Valor, and Carmen Abril. (2018). “Are They Willing to Work for You? An Employee-Centric View to Employer Brand Attractiveness.” Journal of Product and Brand Management 27(5).
Rowold, Jens. (2007). “The Impact of Personality on Training-Related Aspects of Motivation: Test of a Longitudinal Model.” Human Resource Development Quarterly 18(1). doi: 10.1002/hrdq.1190.
Sahinidis, Alexandros G., and John Bouris. (2008). “Employee Perceived Training Effectiveness Relationship to Employee Attitudes.” Journal of European Industrial Training 32(1). doi: 10.1108/03090590810846575.
Saini, Gordhan K., Filip Lievens, and Mukta Srivastava. (2022). “Employer and Internal Branding Research: A Bibliometric Analysis of 25 Years.” Journal of Product and Brand Management 31(8). doi: 10.1108/JPBM-06-2021-3526.
Sartain, Libby. (2005). “Branding from the inside out at Yahoo!: HR’s Role as Brand Builder.” Human Resource Management 44(1). doi: 10.1002/hrm.20045.
Seidle, Brett, Sergio Fernandez, and James L. Perry. (2016). “Do Leadership Training and Development Make a Difference in the Public Sector? A Panel Study.” Public Administration Review 76(4). doi: 10.1111/puar.12531.
Shoemaker, Stowe, and Robert C. Lewis. (1999). “Customer Loyalty: The Future of Hospitality Marketing.” International Journal of Hospitality Management 18(4). doi: 10.1016/s0278-4319(99)00042-0.
Suomi, Kati, Saila Saraniemi, Mervi Vähätalo, Tomi J. Kallio, and Terhi Tevameri. (2021). “Employee Engagement and Internal Branding: Two Sides of the Same Coin?” Corporate Reputation Review 24(1). doi: 10.1057/s41299-019-00090-0.
Thomas, Tejil. (2020). “Employee Advocacy as a Marketing Strategy to Power Brand Promotion: An Employee Perspective.” Marketing and Management of Innovations (2). doi: 10.21272/mmi.2020.2-12.
Tombs, Michal. (2011). “Motivation To Learn: Test of a Model in Different Training Contexts.” ProQuest LLC.
Utomo, Gigih Wahyu, and Bulan Prabawani. (2017). “Pengaruh Brand Ambassador Dan Citra Merk Terhadap Keputusan Pembelian Sepeda Motor Suzuki Type Nex.” Jurusan Administrasi Bisnis Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Diponegoro 9(5).
Vallaster, Christine, and Leslie De Chernatony. (2006). “Internal Brand Building and Structuration: The Role of Leadership.” European Journal of Marketing 40(7–8).
Windiana, Livia, Ary Bakhtiar, Via Kurniasih, and Shaila Basamah. (2020). “The Effect of Green Marketing toward the Consumers Buying Interest of Starbucks Coffee Mediated by Brand Image.” HABITAT 31(1). doi: 10.21776/ub.habitat.2020.031.1.4.
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