The Role of Knowledge Management in Building Employees’ Brand Commitment: Employees’ Brand Knowledge as Mediating Variable
Abdallah Q. Bataineh, Tasneem F. Alfalah

Abstract
Since banking sector reflects a sophisticated structure of people, operations, procedures and information systems; knowledge management (KM) in banks can be utilized as strategic tool to expand the banks’ capabilities in order to effectively resolve, adjust and develop a package of solutions to proactively deal with changing business environment. However, the focal point of this research is to explore how KM practices including knowledge creation, knowledge storage and knowledge sharing can affects employees brand commitment in banks operating in Jordan. A structured questionnaire has been built and distributed on a total sample of 760 from 25 banks located in the capital of Amman. The findings of the multiple regression tests revealed that; knowledge sharing is the most affective variable on employees’ brand commitment, and consecutively; knowledge creation and knowledge storage. What's more, employees brand knowledge has been supported as mediating variable. Hence, the researchers provided critical implications and recommendations with the aim of convincing banks’ marketers to spend more time and efforts in building and applying different types of KM practices to increase employees’ commitment and loyalty.

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