Interdependent Self-Construal and Organizational Identification: Exploring the Role of Person-Brand Value Congruence in Employee Brand Enactment within Japanese Companies

This study underscores the significance of employees' brand enactment, shaped by interdependent self-construal and organizational identification. It examines Person-Brand Value Congruence, revealing individual differences in mediation processes. Conducted in Japanese companies, the findings indicate that greater value congruence between employees and brands significantly enhances the model's influence on brand enactment.