نمونه متن انگلیسی مقاله
This special issue of the Journal of Brand Management has been developed in consideration of the existing gap between the relevance of and research attention to internal brand management (IBM). Despite its relevance, research dealing with brand management in the context of internal stakeholders is still limited. Therefore, we identify five directions for future research after an introduction to the topic. Future research should (1) validate the relevance of IBM, (2) increase the generalizability of IBM research findings, (3) deepen and (4) broaden the IBM framework, and (5) extend methodologies in IBM research. This special issue addresses some of the identified areas for future research by including five articles covering a variety of IBM topics. It is our hope this special issue advances IBM research and encourages researchers to start and continue engaging in research in this important area.
An important brand-related task of organizations is the development of a bundle of functional and non-functional benefits that differentiate an organization’s offering from that of competitors and its communication, in the form of a brand promise, to external stakeholders, such as consumers. A more difficult but crucial brand-related function of organizations is the fulfilment of the brand promise through the delivery of the communicated benefits. Ultimately, this delivery is the responsibility of internal stakeholders, such as employees, either directly through their behaviour towards external stakeholders, such as customers, or indirectly through their behaviour towards other internal stakeholders. As such, they are strategically important to brand management success. Despite the intuitive appeal of managing the brand internally and the growing body of practitioner interest and investment in such a strategy, there is a paucity of conceptual and empirical papers addressing this important issue. In comparison with the vast amount of research dedicated to brand management in the context of external stakeholders, research dealing with brand management in the context of internal stakeholders, i.e. internal brand management (IBM), is still limited. Nevertheless, it is necessary to complement the outside-in perspective (i.e. external orientation: market and customers) by the insideout perspective (i.e. internal orientation: organization and employees) in line with the competence-based view of the firm.