Referenz
Vallaster, C., & de Chernatony, L. (2009). Modelling the Way Social Interactions Build Corporate Brands Internally: Implications for Service Management. Paper presented at the 71st VHB Annual Congress, Nürnberg.
Publikationsart
Beitrag in Konferenztagungsband
Abstract
Internal brand building, i.e. facilitating brand supportive behaviour, is particularly relevant in the services industry. The intangibility of services make employee behavior (including tone of voice, the way he/she is dressed, appearance, etc) an indicator for the service to be expected. However, facilitating brand supportive behavior is a difficult endeavor and it is widely unclear what occurs in the brand-related interactive space between employees down and across the hierarchy. This paper argues that the notion of social interaction provides valuable insights about what happens in the interactive space i) when top management disseminates brand-related information to indivdiuals lower down the hierarchy, and ii) between employees across the organization. Based on in-depth interviews, observations, and documentary analysis the results show how a social interaction-based internal brand building process influences the way employees act and perceive their branding environment. The analysis describes social actions which Do or Do not generate brand commitment, respectively shared brand beliefs and why. Implications for the management of services are derived.
Mitarbeiter
Einrichtungen
- Institut für Entrepreneurship
- Van Riemsdijk-Lehrstuhl für Entrepreneurship