How to Get Employees’ Buy-in in Corporate Rebranding: The Chain Mediation Effect of Perceived Organizational Support and Psychological Capital
- DOI
- 10.2991/978-94-6463-326-9_45How to use a DOI?
- Keywords
- rebranding; employee buy-in; perceived organizational support; psychological capital
- Abstract
Based on a questionnaire survey of 997 employees from three subsidiaries of an aviation maintenance group in China, this paper investigated the chain mediating effect of perceived organizational support and psychological capital on the relationship between organizational rebranding activities and employees’ buy-in to the organization and its brand. The results indicated that: 1) Organizational rebranding activities have a positive impact on employees’ buy-in:2) Employees’ perceived organizational support and psychological capital play a chain mediating role in the positive impact of organizational rebranding activities on employees’ buy-in; The conclusions not only enrich the research on the influence of rebranding within organizations, but also provide inspiration for organizational managers to process organizational change smoothly.
- Copyright
- © 2023 The Author(s)
- Open Access
- Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.
Cite this article
TY - CONF AU - Yiling Zhuo AU - Yiwen Chen PY - 2023 DA - 2023/12/30 TI - How to Get Employees’ Buy-in in Corporate Rebranding: The Chain Mediation Effect of Perceived Organizational Support and Psychological Capital BT - Proceedings of the 2023 3rd International Conference on Business Administration and Data Science (BADS 2023) PB - Atlantis Press SP - 434 EP - 447 SN - 2589-4900 UR - https://doi.org/10.2991/978-94-6463-326-9_45 DO - 10.2991/978-94-6463-326-9_45 ID - Zhuo2023 ER -