The Role of Social Interactions in Building Internal Corporate Brands

Implications for Sustainability

Christine Vallaster, Adam Lindgreen

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

Resumé

This article examines internal brand building, which is defined as the alignment of a corporation and employees around a brand. The notion of social interactions may provide a valuable perspective on brand-related interactive space, in which top management communicates brand-related information to employees and employees share brand-related information. Depth interviews, observations, and documentary analysis reveal how a social interaction-based, internal, brand-building process influences employees’ actions and perceptions of the branded environment. Social interactions might generate brand commitment and shared brand beliefs in certain conditions. These findings have key implications for sustainability.
OriginalsprogEngelsk
TidsskriftJournal of World Business
Vol/bind48
Udgave nummer3
Sider (fra-til)297–310
ISSN1090-9516
DOI
StatusUdgivet - 2013
Udgivet eksterntJa

Emneord

  • Brand commitment
  • Communication
  • Internal corporate brand building
  • Service management
  • Social interactions
  • Sustainability

Citer dette

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The Role of Social Interactions in Building Internal Corporate Brands : Implications for Sustainability. / Vallaster, Christine; Lindgreen, Adam.

I: Journal of World Business, Bind 48, Nr. 3, 2013, s. 297–310.

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

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