The role of social interactions in building internal corporate brands: Implications for sustainability

Vallaster, Christine and Lindgreen, Adam ORCID: https://orcid.org/0000-0001-7881-7350 2013. The role of social interactions in building internal corporate brands: Implications for sustainability. Journal of World Business 48 (3) , pp. 297-310. 10.1016/j.jwb.2012.07.014

Preview

PDF - Accepted Post-Print Version Download (412kB) | Preview

Abstract

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.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Uncontrolled Keywords:	Brand commitment; Communication; Internal corporate brand building; Service management; Social interactions; Sustainability
Publisher:	Elsevier
ISSN:	1090-9516
Date of First Compliant Deposit:	30 March 2016
Last Modified:	04 May 2023 03:07
URI:	https://orca.cardiff.ac.uk/id/eprint/42435

Citation Data

Cited 25 times in Scopus. View in Scopus. Powered By Scopus® Data

Actions (repository staff only)

Edit Item