Theory and Practice of Enacted Internal Branding: The Case of an Austrian B2B Company

Sylvia von Wallpach, Arch Woodside

Publikation: Bidrag til bog/antologi/rapportBidrag til bog/antologiForskningpeer review

Abstrakt

This chapter examines the topic of internal branding from an organizational/ behavioral science perspective, theoretically and empirically investigating how organizational members actually enact corporate brands. A mixed-method research procedure serves to surface conscious (i.e., deliberate) and unconscious (i.e., tacit) internal brand meaning enactments in an internationally operating Austrian corporate business-to-business (B2B) brand. The results are an evidence of the potential complexity of real-life internal branding processes that limit the possibility of achieving a cohesive intended internal implementation of corporate brands. The chapter concludes with the managerial implication that purposeful managerial interventions necessitate an understanding of the social system that is the target of the internal branding initiative.
OriginalsprogEngelsk
TitelBusiness-to-Business Brand Management : Theory, Research, and Executive Case Study Exercises
RedaktørerMark S. Glynn, Arch G. Woodside
UdgivelsesstedBingley
ForlagEmerald Group Publishing
Publikationsdato2009
Sider389-428
Kapitel8
ISBN (Trykt)9781848556706
DOI
StatusUdgivet - 2009
Udgivet eksterntJa
NavnAdvances in Business Marketing and Purchasing
Vol/bind15
ISSN1069-0964

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