عوامل تعیین کننده عملکرد برند
Abstract
1- Introduction
2- Theory
3- Brands and brand management
4- Brand orientation
5- Strategic brand management
6- Internal branding
7- Method
8- Results
9- Discussion
10- Limitations and future research directions
References
Abstract
The importance of internal branding is growing in both academia and practice. However, little attention has been directed toward identifying the organizational antecedents and consequences of internal branding. Thus, the current study examines the relationships of internal branding with the three brand management factors that have been discussed in the literature: brand orientation, strategic brand management, and brand performance. Internal branding is viewed as a facilitator for brand orientation and strategic brand management process, which ultimately impacts the brand performance. Survey data collected from brand/marketing managers reveal that while brand orientation, strategic brand management, and internal branding are directly associated with brand performance, internal branding partially mediates the relationship between brand orientation, strategic brand management, and brand performance. From a research standpoint, the current study addresses the call for better understanding the role of employees in improving a brand’s performance. In addition, the importance of developing internal branding along with brand orientation and strategic brand management is highlighted for marketing practitioners.
Introduction
Brands are intangible assets that represent value and provide firms an opportunity to extract higher rents and prices from customers (Keller and Lehmann 2006). It is not surprising that firms strive to build strong brands. Much of the literature on brands and brand management is discussed from the consumer perspective (Baumgarth and Schmidt 2010; Santos-Vijande et al. 2013). Only recently have researchers started paying attention to brand management from an organizational perspective (Baumgarth and Schmidt 2010; Merz et al. 2009; Santos-Vijande et al. 2013). The literature in brand management from an organizational perspective focuses on the brand orientation (Urde 2016; Urde et al. 2013), strategic brand management (Keller 1993; Keller and Lehmann 2006), and internal branding (Burmann and Zeplin 2005; de Chernatony 2001; King and Grace 2008; Piehler et al. 2016; Punjaisri and Wilson 2007, 2011). While these three components are seen as the cornerstones for improving brand performance, the links among them have not been established. Specifically, the role of employees, and the organization’s effort to align their employees and brands with each other, i.e., internal branding in the organization’s brand management strategy, has not been fully investigated (Sirianni et al. 2013; Tavassoli et al. 2014).