عوامل تعیین کننده عملکرد برند
ترجمه نشده

عوامل تعیین کننده عملکرد برند

عنوان فارسی مقاله: عوامل تعیین کننده عملکرد برند: نقش برند داخلی
عنوان انگلیسی مقاله: Determinants of brand performance: the role of internal branding
مجله/کنفرانس: مجله مدیریت برند – Journal of Brand Management
رشته های تحصیلی مرتبط: مدیریت
گرایش های تحصیلی مرتبط: بازاریابی، مدیریت بازرگانی، مدیریت کسب و کار
کلمات کلیدی فارسی: برند داخلی، مدیریت برند استراتژیک، جهت گیری برند، مدیریت برند، عملکرد برند
کلمات کلیدی انگلیسی: Internal branding, Strategic brand management, Brand orientation, Brand management, Brand performance
نوع نگارش مقاله: مقاله پژوهشی (Research Article)
نمایه: Scopus - Master Journal List - JCR
شناسه دیجیتال (DOI): https://doi.org/10.1057/s41262-018-0097-1
دانشگاه: Internal branding, Strategic brand management, Brand orientation, Brand management, Brand performance
ناشر: اسپرینگر - Springer
نوع ارائه مقاله: ژورنال
نوع مقاله: ISI
سال انتشار مقاله: 2018
ایمپکت فاکتور: 1.352 در سال 2017
شاخص H_index: 33 در سال 2019
شاخص SJR: 0.640 در سال 2017
شناسه ISSN: 1479-1803
شاخص Quartile (چارک): Q2 در سال 2017
فرمت مقاله انگلیسی: pdf
تعداد صفحات مقاله انگلیسی: 15
وضعیت ترجمه: ترجمه نشده است
قیمت مقاله انگلیسی: رایگان
آیا این مقاله بیس است: بله
کد محصول: E6537
فهرست انگلیسی مطالب

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

نمونه متن انگلیسی مقاله

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).

  • اشتراک گذاری در

دیدگاه خود را بنویسید:

تاکنون دیدگاهی برای این نوشته ارسال نشده است

عوامل تعیین کننده عملکرد برند
نوشته های مرتبط
مقالات جدید
پیوندها