1/11/2024 0 Comments Ba element![]() Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing 18(1): 38–52. Journal of Product & Brand Management 16(5): 310–320. Managing brand consistent employee behavior: Relevance and managerial control of behavioural branding. International Journal of Nonprofit and Voluntary Sector Marketing 6(3): 231–242. Brand orientation in the charity sector: A framework for discussion and research. Using online conversations to study word-of-mouth communication. Brand ambassadors: Strategic diplomats or tactical promoters? In Marketing metaphors and metamorphosis, ed. Handbook of Business Strategy 5(1): 241–245.įisher-Buttinger, C., and C. International Journal of Marketing Studies 6(3): 13–22.ĭunn, M., and S. Big five personality traits and brand evangelism. Journal of Management and Marketing Research 14: 1–16.ĭoss, S.K., and D.S. “Spreading the good word”: Toward an understanding of brand evangelism. Building brand community membership within organizations: A viable internal branding alternative? Journal of Product & Brand Management 19(3): 210–217.ĭoss, S.K. Journal of the Academy of Marketing Science 36(4): 578–596.ĭevasagayam, P., C.L. Word-of-mouth communications in marketing: A meta-analytics review of the antecedents and moderators. San Francisco: Jossey-Bass.ĭe Matos, C.A., and C.A.V. Masson: South-Western Cenage Learning.ĭavis, S.M., and M. Organization development & change, 9th ed. Thousand Oaks: Sage.Ĭummings, T.G., and C.G. Qualitative inquiry and research design: Choosing among five traditions. Brand community of convenience products: New forms of customer empowerment-the case “My Nutella The Community”. Journal of Change Management 4(4): 297–307.Ĭova, B., and S. The internal brand: Successful cultural change and employee empowerment. Key determinants of internal brand management success: An exploratory empirical analysis. Towards an identity-based brand equity model. Building brand commitment: A behavioural approach to internal brand management. Politics and organizational change: The lived experience. Journal of Place Management and Development 6(1): 18–28.īuchanan, D.A., and R. My city-my brand: The different roles of residents in place branding. Industrial Marketing Management 39(1): 56–63.īraun, E., M. What makes a good case study? A positivist review of qualitative case research published in Industrial Marketing Management, 1971–2006. Industrial Marketing Management 36(4): 430–442.īeverland, M., and A. Implementing Market Orientation in Industrial Firms: A multiple Case Study. Journal of Product & Brand Management 22(5/6): 371–383.īeverland, M., and A. The influence of brand trust and brand identification on brand evangelism. Industrial Marketing Management 39(5): 1250–1260.īecerra, E.P., and V. How strong is the business-to-business brand in the workforce? An empirically-tested model of ‘internal brand equity’ in a business-to-business setting. European Journal of Marketing 44(5): 653–671.īaumgarth, C., and M. “Living the brand”: Brand orientation in the business-to-business sector. International Journal of Arts Management 11(3): 30–45.īaumgarth, C. Brand orientation of museums: Model and empirical results. Journal of Product & Brand Management 14(3): 163–169.īaumgarth, C. Human resource management’s role in internal branding: An opportunity for cross-functional brand message synergy. Journal of Place Management and Development 2(1): 41–51.Īurand, T.W., L. The research supports the planning and implementation of BAPs, as well as the monitoring of ongoing and the reflection of completed BAPs.Īnderson, M., and P. Overall, the updated BAP success factor model contains 31 factors. The findings show that a BAP is not an isolated instrument of internal brand management, but that its impact depends on important background factors such as brand orientation, brand management and C-level support. A longitudinal case study from the service industry tested the practical application of the framework, while the results of the case study were used to adapt the model. The aim of this article is to identify BAPs’ success factors by first defining the corresponding term, followed by a BAP framework based on the literature, using 25 success factors in six categories. While many areas of interest within the field of internal branding have been tested by empirical studies, knowledge of internally oriented brand ambassador programs (BAPs) is predominately anecdotal. Particular in service and b-to-b-sectors, employees’ brand commitment is a prerequisite for building a strong brand.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |