Effects of Brand Globalness, Nationwide Popularity and Local Iconness of Regional Brands on Internal Branding

2016 ◽  
Vol 24 (4) ◽  
pp. 55-74
Author(s):  
Seong Do Cho
Keyword(s):  
Internal Branding

scholarly journals Internal Corporate Responsibility as a Legitimacy Strategy for Branding and Employee Retention: A Perspective of Higher Education Institutions

2021 ◽  
Vol 7 (1) ◽  
pp. 52
Author(s):  
Amir Ikram ◽  
Muhammad Fiaz ◽  
Asif Mahmood ◽  
Ayyaz Ahmad ◽  
Rafiya Ashfaq
Keyword(s):  
Higher Education ◽  
Structural Equation ◽  
Employee Retention ◽  
Higher Education Institutions ◽  
Equation Modeling ◽  
Organizational System ◽  
Internal Branding ◽  
Private And Public ◽  
Corporate Social ◽  
The City

Branding activities provide space to create internal culture, processes and a kind of organizational system which allows employees to use their abilities to their maximum. Internal corporate social responsibility (CSR) activities of an organization increase employee commitment, which ultimately enhances employee retention. There is a need to explore internal branding in relation to internal CSR for the sake of managing employee retention. Therefore, the study empirically examines the underlying associations among internal branding, employee retention and internal CSR. The data are collected from higher education institutions operating in the city of Lahore, Pakistan. The sample size was 377 faculties belonging to both private and public sector higher education institutions. The analysis is based on variance-based structural equation modeling (PLS-SEM). The findings reveal that the internal branding practices have a significant impact on employee’s intention to stay within the organization, and intrasample analysis suggests few comprehensible variations with respect to private and public academic institutions. The research article also provides insights to faculty, academic entrepreneurs and marketers, especially those belonging to developing countries and facing issues of branding and employee retention.

Building brand community membership within organizations: a viable internal branding alternative?

2010 ◽  
Vol 19 (3) ◽  
pp. 210-217 ◽  
Author(s):  
P. Raj Devasagayam ◽  
Cheryl L. Buff ◽  
Timothy W. Aurand ◽  
Kimberly M. Judson
Keyword(s):  
Brand Community ◽  
Internal Branding ◽  
Community Membership

The role of leadership and communication in internal city branding

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rico Piehler ◽  
Ayla Roessler ◽  
Christoph Burmann
Keyword(s):  
Corporate Branding ◽  
Brand Management ◽  
Equation Modeling ◽  
Brand Commitment ◽  
City Branding ◽  
Brand Communication ◽  
Internal Branding ◽  
Content Type ◽  
City Brand ◽  
The City

Purpose This study aims to investigate the brand-oriented leadership of a city’s mayor and city online brand communication as brand management-related antecedents of residents’ city brand commitment. It thus examines if city brand managers can apply internal branding concepts from the corporate branding domain in a city branding context. Design/methodology/approach The relationships between the brand management-related antecedents and the internal city branding (ICB) objective are tested through structural equation modeling using cross-sectional survey data of 414 residents of a German city. Findings Both the brand-oriented leadership of the mayor in terms of acting as a role model by living the city brand and its identity and by showing commitment to the brand and the city’s online brand communication in terms of its quality have positive effects on residents’ city brand commitment. Moderation analyses reveal no significant differences between the path estimates for age, place of birth, duration of residency and education. However, the results differ significantly for gender. Research limitations/implications As this study’s sample is limited to only one city in Germany, further research needs to investigate the relationships in different cities and other countries to ensure the generalizability of the results. Future studies might also include other aspects of city brand communication, as well as cognitive and behavioural ICB objectives. Practical implications To increase residents’ city brand commitment, city brand managers should ensure that a city’s online brand communication is adequate, complete, credible, useful and clear. Furthermore, through creating awareness for the importance of a mayor’s brand-oriented leadership and through educating and training the mayor to engage in this specific form of brand-oriented transformational leadership, city brand managers can increase residents’ emotional attachment with the city brand. Originality/value This study integrates internal branding research from the corporate branding domain with place and city branding research. It confirms that certain aspects of internal branding (i.e. brand-oriented leadership, brand communication and brand commitment) are applicable not only in the corporate branding domain but also in other branding contexts such as city branding if adapted properly.

scholarly journals Building Employee Brand Equity to influence Organization Attractiveness and Firm Performance

2017 ◽  
Vol 12 (2) ◽  
pp. 207 ◽  
Author(s):  
Neerja Kashive ◽  
Vandana Tandon Khanna
Keyword(s):  
Firm Performance ◽  
Brand Equity ◽  
Brand Commitment ◽  
Organizational Attractiveness ◽  
Internal Branding

This paper explores the various dimension of Internal Branding like training, orientation and briefing and Brand supporting behavior (like brand allegiance, brand endorsement and brand citizen behaviour).It further explores impact of Internal branding (IB), Brand commitment (BC) and Brand supporting behavior BSB) on Organization attractiveness (OA) and Firm Performance (FP). The study shows that Internal Branding (IB), Brand commitment (BC) and brand supporting behavior (BSB) impact Organizational attractiveness. While Internal Branding (IB), Brand commitment (BC) and brand supporting behavior (BSB) do not impact directly firm performance, but organizational attractiveness do have significant impact on perception of firm performance among employees.

Determinants of brand performance: the role of internal branding

2018 ◽  
Vol 25 (3) ◽  
pp. 202-216 ◽  
Author(s):  
Pramod Iyer ◽  
Arezoo Davari ◽  
Audhesh Paswan
Keyword(s):  
Brand Performance ◽  
Internal Branding

Employee Well-being through Internal Branding: An Integrated Approach for Achieving Employee-based Brand Outcomes

2018 ◽  
Vol 21 (4) ◽  
pp. 1065-1086
Author(s):  
Asha Binu Raj
Keyword(s):  
Human Resource ◽  
Organizational Effectiveness ◽  
Brand Image ◽  
Integrated Approach ◽  
Well Being ◽  
Organizational Outcomes ◽  
Internal Branding ◽  
Creation Process ◽  
Services Sector ◽  
Branding Strategies

Internal branding is considered as an Human Resource (HR) construct for creating, implementing and measuring the employee-based brand image in organizations. The purpose of this study was to empirically analyse the influence of internal branding initiatives on overall workplace well-being in which every stakeholder feels included, valued and respected. A study conducted on a sample of 443 respondents across four different Indian services sector examined how internal branding strategies help in psychological, physical, spiritual, financial and social well-being of employees. A conceptual framework based on the hypotheses was tested to establish correlations among internal branding, employee well-being and employee-based brand outcomes at individual and organizational levels. It shows that internal branding is an integral part of overall well-being programme and supports individual and organizational outcomes. Organizations can use this framework to improve their well-being strategies based on their internal brand creation process and also benefit from the increased organizational effectiveness.

Figures in the carpet of branding

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Stephen Brown
Keyword(s):  
Subject Matter ◽  
Design Methodology ◽  
Services Marketing ◽  
Cautionary Note ◽  
Internal Branding ◽  
Content Type ◽  
Figures Of Speech ◽  
Analytical Tools

PurposeMany have noted the role of metaphor in branding understanding. More than mere decorative frills, tropes play a fundamental, foundational part in the process. The purpose of this comment is to consider some of the branding's core conceits and classifies them for scholarly convenience.Design/methodology/approachMetaphors, first and foremost, are figures of speech not analytical tools or techniques. Accordingly, the commentary adopts an appropriate literary approach to its subject matter. Reflective for the most part, it seeks to deconstruct and reconstruct simultaneously. Suggestion not stipulation is the aim.FindingsAfter scrutinising branding's figurative landscape, then focussing on several promising analogies, the commentary concludes with a cautionary note concerning internal branding. Metaphor is not all fun and games, nor the be all and end all of branding understanding.Originality/valueServices marketing possesses two powerful and deeply entrenched tropes – relationships and dramaturgy. Although this comment touches on both, particularly the former, it points out the plethora of figurative possibilities, some fresh, others familiar, that are available to brand managers and researchers both.

Internal Branding: The Enchanting Power of the People Promise

2015 ◽  
pp. 124-130
Author(s):  
Libby SARTAIN ◽  
Martha I. FINNEY
Keyword(s):  
Internal Branding ◽  
The People
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