The evolution of brand management leads to an understanding of brands as dynamic, co-created entities that express purpose and identity. With this emerging understanding, the role of employees in building and delivering a brand is increasingly recognised and exploited. Through internal branding efforts, companies can aim to improve the alignment of...
This research examines the role that brand community plays in the relationship between brand identification and brand loyalty. A theoretical framework was developed and tested using an online survey in the brand community of a UK professional basketball team. Study results reveal that consumers’ brand community identification has a significant dire...
While there is extensive literature on the positive impact of salesperson brand identification, we have littleunderstanding about its negative effects in the luxury context where brand aura can generate deviant behavior.To investigate the negative consequences of salesperson brand identification in the luxury sector, we conductedqualitative studies...
Framväxten av flertalet detaljhandelsalternativ har resulterat i att modemarknaden blivit allt mer konkurrensutsatt vilket lämnar konsumenten till oändligt många valmöjligheter. Den föränderliga lojaliteten gentemot varumärken innebär flertalet utmaningar för företag att särskilja sig från mängden och erbjuda konsumenten värde för att därmed ha möj...
Published in Journal of Brand Management
Recent research has acknowledged that a firm’s external advertising targeted at consumers can also be used for internal branding activities. The present study extends this research stream and investigates the role of a firm’s sponsorships directed towards consumers in achieving internal branding goals. Specifically, this study examines how employee...
The branding literature repeatedly emphasizes the role brands play in shaping consumer identities. In this context, the rise of global consumer groups gives global brands a prominent role as potential tools for consumer identification. Specifically, consumer segments that idealize global communities and/or hold positive attitudes toward various asp...
Published in International Review on Public and Nonprofit Marketing
Colleges and universities are now plunging themselves into practices like branding as a mechanism for combating decreasing government funds and increasing engagement of alumni and potential donors. This article explores whether brand identification elicited brand-supportive behaviors from university alumni. Using a web-based instrument, the researc...
Published in Journal of the Academy of Marketing Science
Considerable research explores advertising’s role in influencing consumer perceptions and behavior. However, advertising’s impact on another key audience—the sales force—has been largely overlooked. Drawing from social identity and expectancy theories, and using survey and objective performance data across multiple wholesalers, the authors demonstr...
