Examining the Role of Employee-Brand Value Congruence in Internal Brand Management

2016 ◽  
pp. 191-192
Author(s):  
Lina Xiong ◽  
Ceridwyn King
Keyword(s):  
Brand Management ◽  
Value Congruence ◽  
Brand Value ◽  
Internal Brand Management

Is brand value co-creation actionable? A facilitation perspective

2017 ◽  
Vol 55 (7) ◽  
pp. 1476-1488 ◽  
Author(s):  
Silvia Biraghi ◽  
Rossella Chiara Gambetti
Keyword(s):  
Design Methodology ◽  
Management Practices ◽  
Brand Management ◽  
Decision Makers ◽  
Brand Value ◽  
Structured Interviews ◽  
Content Type ◽  
Purposive Sample ◽  
Practical Implications

Purpose Extant branding literature is dominated by a metaphorical view of value co-creation in which the roles of brand actors remain unspecified. To help provide clarity, the purpose of this paper is to critically appraise how brand professionals understand brand value co-creation and perceive their role in facilitating it, with the aim of questioning its viability in day-to-day brand management practices. Design/methodology/approach Building on brand professionals’ reflexivity, the study develops a qualitative methodological glance via semi-structured interviews based on confrontational techniques with a purposive sample of 28 experienced brand decision-makers. Findings Brand professionals perceive accessibility, reciprocity and citizenship as the gateways provided by the firm for value co-creation to happen. Despite their enthusiastic rhetorical afflatus in making explicit their viewpoints about how firms can facilitate value co-creation, the current translation into practice of the role of the firm does not seem to be able to overcome the sender-biased approach that still resides in brand management. Practical implications To go beyond the limits of rhetorical representations and make brand value facilitation more actionable, the authors provide guidelines on how firms can create and enhance the circumstances for the co-creation of brand value to occur in interactions with consumers and stakeholders. Originality/value This study contributes to the critical actionability of the brand value co-creation by elucidating how firms currently perceive their facilitation role. The paper provides strategic recommendations to put co-creation rhetoric into practice by reframing and expanding the scope and the significance of brand management.

scholarly journals Customer brand co-creation behavior: conceptualization and empirical validation

2018 ◽  
Vol 36 (3) ◽  
pp. 334-348 ◽  
Author(s):  
Cassandra France ◽  
Debra Grace ◽  
Bill Merrilees ◽  
Dale Miller
Keyword(s):  
Structural Equation ◽  
Brand Management ◽  
Management Strategies ◽  
Customer Participation ◽  
Equation Modeling ◽  
Brand Value ◽  
Content Type ◽  
Positive Effects ◽  
Customer Perspective

PurposeThe purpose of this paper is to expand on existing co-creation knowledge in order to accurately conceptualize, operationalize and contextualize the customer brand co-creation behavior concept from a customer perspective.Design/methodology/approachA quantitative approach is adopted in this study, using structural equation modeling to verify the co-creation of brand value for those customers who co-create.FindingsA new four-dimensional co-creation behavior concept is supported, highlighting the role of development, feedback, advocacy and helping, in the co-creation of brand value. Furthermore, a range of customer-level and brand-level antecedents are empirically verified.Research limitations/implicationsThe research takes a customer-centric view of co-creation and in doing so provides new insight into the effect on the co-creator. Additionally, the research offers an improved level of specificity in the co-creation domain by conceptualizing, operationalizing and contextualizing customer co-creation in a comprehensive research study.Practical implicationsThe findings offer new insight to brand managers, identifying avenues for increasing customer participation in co-creation programs and critically highlighting that co-creation behavior has positive effects on the co-creator’s perception of brand value.Originality/valueThe customer-centric approach offers an original perspective from which to explore co-creation, demonstrating the positive potential of co-creation in brand management strategies.

Influence of green innovation strategy on brand value: The role of marketing capability and R&D intensity

2021 ◽  
Vol 171 ◽  
pp. 120946
Author(s):  
Woon Leong Lin ◽  
Jo Ann Ho ◽  
Murali Sambasivan ◽  
Nick Yip ◽  
Azali Bin Mohamed
Keyword(s):  
Innovation Strategy ◽  
Brand Value ◽  
Marketing Capability ◽  
Green Innovation

Study from Korea shows strong CSR policies significantly increase job seekers' application intentions

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Keyword(s):  
Real Life ◽  
Value Congruence ◽  
Job Applicants ◽  
Job Seekers ◽  
Content Type ◽  
Mediated Moderation ◽  
Mediating Role ◽  
Corporate Social ◽  
The Relationship

Purpose This study investigated how and when corporate social responsibility (CSR) fosters job seekers’ application intentions. The authors used a “mediated moderation mode” to explore the positive effect of CSR on job seekers’ intention to apply. They considered the moderating role of applicants’ calling and the mediating role of value congruence in the relationship between the person and organization. Design/methodology/approach To test their hypotheses the authors developed a questionnaire and sent it to a sample of 259 college students with a mean age of 22.67 in South Korea. All were either prospective or current job seekers and 55.2pc were female. Two scenarios were developed based on the real-life case of a well-known coffee franchise’s CSR policies. The scenarios were identical except that one had more proactive CSR policies. Findings Results showed that a company’s proactive CSR programs increase job seekers’ intention to apply, which was moderated by their “calling” for the job. The research also demonstrated that “value congruence” between the applicant and the organization fully mediated the interaction between CSR and calling. The results, the authors said, suggested that engaging in active CSR could attract job applicants, providing a potential competitive advantage. Originality/value The authors said their study contributed to the literature as it took the job seeker’s perspective whereas most previous research on calling focused on employees. They said it was the first study to empirically demonstrate the interaction between a sense of calling and CSR.

The relationship between workgroup identification and organizational identification: The moderating role of perceived similarities between targets

2014 ◽  
Vol 20 (4) ◽  
pp. 485-507 ◽  
Author(s):  
Géraldine Marique ◽  
Florence Stinglhamber ◽  
Donatienne Desmette ◽  
Edwine Goldoni
Keyword(s):  
Organizational Commitment ◽  
Organizational Identification ◽  
Value Congruence ◽  
Affective Organizational Commitment ◽  
Global Measure ◽  
The Relationship ◽  
Moderating Role

AbstractThe present research aims to examine the role played by perceived similarities between the workgroup and the organization in the relationships between workgroup identification, organizational identification, and affective organizational commitment. Using two different samples, we found that when perceived similarities were high, workgroup identification was more strongly related to organizational identification and that this relationship carried over to affective organizational commitment. These results were obtained with both a global measure of perceived similarities (Study 1) and a more narrow measure operationalizing perceived similarities in terms of value congruence (Study 2), confirming the generalizability of our results.

Sign in / Sign up

Export Citation Format

Share Document