Proceedings of the 2023 3rd International Conference on Business Administration and Data Science (BADS 2023)

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How to Get Employees’ Buy-in in Corporate Rebranding: The Chain Mediation Effect of Perceived Organizational Support and Psychological Capital

Authors
Yiling Zhuo1, 2, Yiwen Chen1, 2, *
1CAS Key Laboratory of Behavioral Science, Institute of Psychology, Beijing, 100101, China
2Department of Psychology, University of Chinese Academy of Sciences, Beijing, 100049, China
*Corresponding author. Email: chenyw@psych.ac.c
Corresponding Author
Yiwen Chen
Available Online 30 December 2023.
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.

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Volume Title
Proceedings of the 2023 3rd International Conference on Business Administration and Data Science (BADS 2023)
Series
Atlantis Highlights in Computer Sciences
Publication Date
30 December 2023
ISBN
10.2991/978-94-6463-326-9_45
ISSN
2589-4900
DOI
10.2991/978-94-6463-326-9_45How to use a DOI?
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

risenwbib
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  -