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Drawing on the co-creation literature and self-determination theory, this study takes a broader organisational perspective linking employees’ motivational antecedents (corporate brand socialization, employee brand identification and impression management) and employee-based brand co-creation (EBBC), with three employee-level outcomes: sales performance, employee resilience and adaptive selling. We therefore bridge the complex nexus between employees and organisational performance.

Survey data of 313 employees across industries and different-sized business-to-business (B2B) companies in China were collected. We used AMOS 21 to carry out structural equation modelling (SEM) for testing the main hypotheses.

The results reveal that EBBC is driven by external, internal and self-related motivations and leads to an increase in the three employee performance-related outcomes. The results further indicate that employees’ social media usage exerts contrasting moderating effects for each of the three motivational antecedents: While it strengthens the effect of employee identification on EBBC, it weakens the effect of corporate brand socialization on EBBC and exerts no effect on the relationship between impression management and EBBC.

This study confirms the effectiveness of EBBC in improving performance outcomes for B2B employees, particularly sales performance, resilience and job satisfaction, all of which are crucial for employee success. On the basis of our findings, in terms of employee satisfaction and performance, and in addition to conventional strategies and incentives, B2B organisations should encourage employee co-creation activities as outlined above, since such activities tend to impact these outcomes positively.

This study features and substantiates the self-related goal initiatives in EBBC, such as developing a sense of self-promotion desires and uncovers a moderator of the relationships between motivational antecedents and EBBC. These findings highlight the managerial relevance of specific motivational and psychological pathways in building employee brand co-creation behaviours, employee outcomes and organisational performance via employee sales.