Thematische Bibliographien / Internal branding

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Auswahl der wissenschaftlichen Literatur zum Thema „Internal branding“

Autor: Grafiati

Veröffentlicht am 4. Juni 2021

Zuletzt aktualisiert am 1. Februar 2022

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Zeitschriftenartikel zum Thema "Internal branding"

Löhndorf, Birgit, und Adamantios Diamantopoulos. „Internal Branding“. Journal of Service Research 17, Nr. 3 (27.02.2014): 310–25. http://dx.doi.org/10.1177/1094670514522098.

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Saleem, Fathima Zahara, und Oriol Iglesias. „Mapping the domain of the fragmented field of internal branding“. Journal of Product & Brand Management 25, Nr. 1 (21.03.2016): 43–57. http://dx.doi.org/10.1108/jpbm-11-2014-0751.

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Purpose – The purpose of this paper is to build a comprehensive conceptual framework of internal branding, to demarcate this field from employer branding and to develop an updated definition of internal branding that incorporates the findings of the literature review and emerging views in branding. Design/methodology/approach – This research conducts a systematic review of the internal branding and employer branding literature following previously established procedures. Findings – The major findings of this research are that internal branding comprises five key components within a supportive corporate culture, namely, brand ideologies, brand leadership, brand-centred human resource management (HRM), internal brand communication and internal brand communities; and that internal branding is related yet distinct from employer branding in its discipline, focus, components, outcomes and the role of the brand. The paper concludes with a comprehensive definition of internal branding derived from the conceptual framework and recent trends in branding, in addition to directed suggestions for future research in the field. Research limitations/implications – This research highlights areas for future research within internal branding, including the need for further research on internal brand communities and how brands can “internally brand” brand partners. Practical implications – The research highlights the company-wide and brand partner-wide effort required in internal branding, in addition to the necessity of a supportive corporate culture. Originality/value – This is the first review of internal branding and employer branding that aims to differentiate between the constructs and build a conceptual framework of internal branding, by drawing from the fields of HRM, marketing, branding and general management.

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Kaur, Prabhjot, Keshav Malhotra und Sanjeev K. Sharma. „Moderation-mediation framework connecting internal branding, affective commitment, employee engagement and job satisfaction: an empirical study of BPO employees in Indian context“. Asia-Pacific Journal of Business Administration 12, Nr. 3/4 (03.08.2020): 327–48. http://dx.doi.org/10.1108/apjba-10-2019-0217.

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PurposeTaking an evidence from social exchange theory, this research examines the mediating role of affective commitment in the correlation between internal branding, employee engagement and job satisfaction. The moderating role of work environment on the link between internal branding and affective commitment is also studied in this research.Design/methodology/approachThe data were collected by using well-structured research measures from 215 employees working in the BPO sector of India (Punjab and Chandigarh). The hypotheses were developed, and the conceptual model was validated by applying structural equation modeling. The data were analyzed by using two statistical packages, namely SPSS and AMOS.FindingsThe findings suggest that internal branding has a significant positive relationship with employee engagement, job satisfaction and affective commitment. The mediating effect of affective commitment on the relationship between internal branding and employee engagement was full, whereas on the relationship between internal branding and job satisfaction, it was partial. Work environment also moderated the relationship of internal branding with affective commitment.Research limitations/implicationsThe current study offers significant lessons to management thinkers, human resource (HR), organizational branding and marketing manager. However, BPO sector should be aware about the critical role played by internal branding to enhance affective commitment, employee engagement and job satisfaction of the employees. The role of affective commitment is also taken into account to study the effect of internal branding on employee engagement and employee's job satisfaction. For itself, internal branding cannot be considered as in isolation and is doubtful to be efficacious if the work environment is not encouraging to an employee as well as to the brand values.Practical implicationsThis study offers significant lessons to management thinkers, HR, organizational branding and marketing manager. However, BPO sector should be aware about the critical role played by internal branding to enhance employee engagement, job satisfaction and affective commitment of the employees. An important role of affective commitment is also taken into account to study the effect of internal branding on employee engagement and employee's job satisfaction. For itself, internal branding cannot be considered as in isolation and is doubtful to be efficacious if employees are not provided an encouraging work environment.Originality/valueExisting researches on internal branding are theoretical in nature and overlook the empirical impact of internal branding on employee engagement, job satisfaction and affective commitment from the BPO employees' perspective. The study also offers an empirical examination of potential mediator and moderator for internal branding.

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Dechawatanapaisal, Decha. „Internal branding and employees’ brand outcomes: do generational differences and organizational tenure matter?“ Industrial and Commercial Training 51, Nr. 4 (01.04.2019): 209–27. http://dx.doi.org/10.1108/ict-10-2018-0089.

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PurposeThe purpose of this paper is to investigate the mediating effect of brand identification between internal branding and brand citizenship behavior as well as brand loyalty, and the roles of working generation and organizational tenure as moderators of the relationship between internal branding and brand identification.Design/methodology/approachThis research used a survey method and a structured questionnaire to collect data from salespeople working in the cement and construction materials industry. The hypothesized relationships were tested and analyzed by means of a confirmatory factor analysis, structural equation modeling, hierarchical regression and a bootstrapping procedure.FindingsBrand identification partially mediates the link between internal branding and brand citizenship behavior and fully mediates that between internal branding and brand loyalty. Also, the influences of internal branding on brand identification are varied among generational cohorts and employees with different tenure.Research limitations/implicationsThe current research took place among customer-interface employees, which can be extended to back-end or supporting workers, in order to better reflect the overall effect of internal branding efforts.Practical implicationsOrganizations need to undertake internal branding to induce a shared understanding among employees about brand insights, and to foster their perception of belongingness in order to motivate desired brand behaviors. Furthermore, managers may improve internal branding mechanisms by taking generational differences and duration of employment into consideration, since these factors impinge on the effects of internal branding.Originality/valueThis study contributes to internal branding research by addressing the contingent influences of employees’ differences on the success of internal branding efforts.

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Staniec, Iwona, und Magdalena Kalińska-Kula. „Internal employer branding as a way to improve employee engagement“. Problems and Perspectives in Management 19, Nr. 3 (27.07.2021): 33–45. http://dx.doi.org/10.21511/ppm.19(3).2021.04.

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In the turbulent environment of modern business, attracting and retaining valuable human resources have become one of the main means of competitive edge. The satisfaction of current employees and talent retention are essential elements of organizational success. Against this background, this study aims to examine whether the process approach to internal employer branding, including internal branding activities (IBA) and conducting intra-organizational research (CIR), allows for the improvement of the current employee involvement. The study used the method of regression analysis. In addition, a survey was used as to collect necessary data. The sample included 120 personnel, selected by a convenience sampling method. In the light of the conducted analysis, it was confirmed that CIR significantly increases the employee value proposition (EVP). Likewise, IBA directed at current employees has a significant impact on EVP shaping. In this context, assuming EVP as a measure of employee involvement, it has been shown that the adoption of a process approach to employer branding can lead to the improvement of the current employee commitment and productivity. Thus, employer branding seen as a process in line with the human resource management and corporate strategy can contribute to building a competitive advantage.

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Covington, Sally. „Getting Internal Buy-In for Branding“. Proceedings of the Water Environment Federation 2014, Nr. 1 (01.10.2014): 1–2. http://dx.doi.org/10.2175/193864714816100984.

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Matiatou, Maria. „From Internal Branding to Cultural Transformation“. International Journal of Knowledge Society Research 6, Nr. 2 (April 2015): 1–19. http://dx.doi.org/10.4018/ijksr.2015040101.

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The primary objective of this paper is to explore internal branding as a corporate philosophy: assess the relevance of its values, evaluate the tactics implemented, the nature of the internal communications involved, the outcomes thereof and its role as critical bridge over vision, culture and image gaps. It also aims at bringing awareness on failure possibilities and risks involved when internal constituencies do not fulfill their role as brand ambassadors. Following an overview of the internal branding methodology and literature, perceptions of employees on internal brand communication practices are captured and matched to aspirations, missions and values in different companies. Internal communication and branding outcomes are organically attached to the nexus of corporate identity; alignment of values and beliefs promotes brand identification, integrates practices, boosts loyalty and helps the organization speak in one voice. While some companies have managed to exemplify this strategy through honest and consistent efforts, it is unsafe to generalize the assumption across different industries that normally fail to undertake effective internal branding initiatives through their corporate communication department to strengthen their brands. It is therefore worth evaluating methods that can align theory, intentions and practice.

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King, Ceridwyn, und Debra Grace. „Internal branding: Exploring the employee's perspective“. Journal of Brand Management 15, Nr. 5 (07.12.2007): 358–72. http://dx.doi.org/10.1057/palgrave.bm.2550136.

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Piehler, Rico, Stephan Hanisch und Christoph Burmann. „Internal Branding — Relevance, Management and Challenges“. Marketing Review St. Gallen 32, Nr. 1 (März 2015): 52–61. http://dx.doi.org/10.1007/s11621-015-0506-8.

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Liu, Gordon, Wai Wai Ko und Chris Chapleo. „Managing employee attention and internal branding“. Journal of Business Research 79 (Oktober 2017): 1–11. http://dx.doi.org/10.1016/j.jbusres.2017.05.021.

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Dissertationen zum Thema "Internal branding"

Klemets, Emelie, Azra Blazevic und Agevall Anna Svensson. „Internal Branding : Understanding Brand Values“. Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19242.

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Purpose- The purpose of the study was to investigate how employees perceive and understand their company brand values. The aim was to show the importance of internal branding when communicating brand values in an organization to employees. Design/methodology/approach- The methodology used in this research was a quantitative survey study. Three warehouses were chosen for the study, in Älmhult, Helsingborg and Malmö. The sample was 129 employees and questionnaires were handed out to them. The data from the questionnaires were analyzed in the data program SPSS. Findings- Result from the study shows that the employees have a good understanding and share a mutual perception about the brand values. Although the employees have good knowledge the study shows that they are not committed on a personal level to the brand values. Since internal branding is about implementing the brand values with the employees the result shows that the internal branding is not as embedded as it should be in the organization. Research limitations and implications- Due to the timeframe given, the research was a cross- sectional study. A suggestion for future research is to do a longitudinal design in order to see changes over time. A theoretical implication is given to the two concepts of brand citizenship behavior and brand commitment since the results in this research are different from other studies. For the managerial implications, the commitment to the brand should be taken into consideration in the internal branding process. Originality/ value- The value that this study brings is to the internal branding process by showing the lack of brand commitment even though the knowledge about the brand values are high.

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Lionikaitė, Jūratė. „Modelling of Internal Country Branding“. Doctoral thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2013~D_20140114_101807-37096.

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In the presence of globalization countries increasingly implement various initiatives associated to branding to effectively compete in the global market of capital, labour and knowledge. Most of these initiatives are focused on external markets – they are designed to attract foreign investors, tourists, talented people, etc. However, scientists increasingly emphasize the internal audiences’ importance, efforts to involve internal audiences in the process of country branding has recently emerged also in practice. Nevertheless, it was noted that the concept of internal country branding has not yet been established, its logic has not yet been explained, inconsistent use of definitions has been dominated and therefore it is suggested that the conceptualization and modelling of internal country branding is a relevant research problem. In this dissertation the internal country branding was approached from different perspectives. Results of the analysis of scientific literature on the country and internal branding allowed formulating an initial understanding about the concept of internal country branding. In order to provide solid empirical backgrounds for the conceptualisation and modelling expert and internal audiences’ opinion survey as well as analysis of the context related to internal branding created by the countries and spread in the internet were implemented. Summarizing the results a conceptual model of internal country branding was constructed. The model explains the... [toliau žr. visą tekstą]
Globalizacijos akivaizdoje vis daugiau valstybių imasi su ženklodara susijusių iniciatyvų siekdamos efektyviau konkuruoti pasaulinėje kapitalo, darbo ir žinių rinkoje. Dauguma tokių iniciatyvų yra orientuotos į išorines rinkas – jos skirtos pritraukti užsienio investuotojus, turistus, talentingus darbuotojus ir pan. Vis dėlto, įvairius valstybės ženklodaros klausimus nagrinėjantys mokslininkai vis dažniau akcentuoja ir vidinių auditorijų svarbą, pastangos vidines auditorijas įtraukti į vietovės ženklodaros procesą pastaruoju metu ryškėja ir praktikoje. Nepaisant to, pastebima, jog valstybės vidinės ženklodaros samprata dar nėra nusistovėjusi, nepaaiškinta jos logika, nenuosekliai vartojamos sąvokos, todėl teigiama, jog valstybės vidinės ženklodaros konceptualizavimas ir modeliavimas yra aktuali mokslinė problema. Šiame disertaciniame darbe valstybės vidinės ženklodara nagrinėjama iš keleto perspektyvų. Išanalizavus mokslinę literatūrą valstybės ir vidinės ženklodaros tematika suformuluota pradinė valstybės vidinės ženklodaros samprata. Konceptualiajam modeliavimui tvirtesnius pagrindus suteikė atlikti empiriniai ekspertų ir valstybių vidinių auditorijų nuomonės bei valstybių kuriamo su vidine ženklodara susijusio konteksto virtualiojoje erdvėje tyrimai. Apibendrinus tyrimų rezultatus sudarytas konceptualusis modelis, aiškinantis valstybės vidinės ženklodaros logiką ir pagrindinius elementus. Remiantis sudarytu modeliu atliktas Lietuvos Respublikos vidinės ženklodaros... [to full text]

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Caster, JoAnna, und Dana Linnes. „Internal Branding in Multinational Firms : A gap analysis of internal stakeholder perceptions“. Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-26195.

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Authors: JoAnna Caster & Dana Linnes Tutor: Setayesh Sattari Title: Internal Branding in Multinational Firms- A Gap Analysis of Internal Stakeholder Perceptions Background: As globalization increases, the topic of internal branding has grown in popularity, particularly as a way for firms to secure a competitive advantage in the global marketplace. The topic is quite new however, and there are many aspects that have not been fully explored, including the influence of internal stakeholder perceptions on a firm’s internal brand and related support activities. Purpose: The purpose of this research study is to 1) identify whether a gap exists between employee and manager perceptions of a firm’s internal brand and internal branding activities and 2) investigate the influence of a firm’s country of origin on those perceptions. Delimitations: The study was limited to only medium and large sized firms that have international operations. Additionally, only internal stakeholders were included in the study and the research was limited to respondent’s perceptions, and not necessarily the actual internal brand and related supporting processes or structures. Method: The research was qualitative and data was collected via 24 in-depth interviews of managerial and non-managerial employees at 10 medium and large sized firms. The data was then analyzed using a pattern-matching technique. Conclusions: Perceptions of both managerial and non-managerial employees did not indicate significant gaps, however there seemed to be an unclear understanding of what an internal brand is and what respondent’s firm’s internal brand represents. Also, the country of origin did not have a significant influence on those perceptions, as most respondents indicated that they perceived their firm’s internal brand as primarily “global.” Keywords: internal branding, internal brand, international marketing, marketing strategy, stakeholder perceptions, internal marketing orientation, human resource management, country of origin

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Almgren, Daniel, Peter Ek und Oliver Göransson. „The Relationship Between Internal Branding and Affective Commitment“. Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19388.

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Service firms increasingly need to rely on other attributes than traditional quality and performance of their service employees to become and stay truly competitive. Strong brands are essential for differentiation in today's marketplace and it becomes naturally important to align the customer contact employees with the company brand to ensure consistency in all communication externally. For a service firm employee to fully enact the brand and display on brand behavior outwards it is pivotal to make them truly committed to the brand and organization. Internal branding processes have been shown to be an enabler of employee commitment to the organizational brand. While internal branding is stated to have a connection to commitment, the concept as such is according to Meyer & Allen (1991) constituted by three dimensions, normative, affective and continuance commitment. The bulk of the existing research has so far focused on internal branding and commitment as a single construct and not these dimensions. Much of this research is in addition limited to a few service sectors.The aim of this study was to determine the components of internal branding in order to clarify the relationship between internal branding and brand commitment of customer contact employees. The empirical investigation was conducted in the retail sector from the perspective of the customer contact employee by the use of a self-completion questionnaire measuring the affective commitment of the employees and the presence of the internal branding activities. The conceptual model for the study shows hypothesized positive relationships between the four internal branding activities and affective commitment. However, while all internal branding activities were significantly present, only three of these were found to have a significant positive relationship to affective commitment, excluding internal communication.The conclusions of this study gives managers of customer contact employee’s insights about how to enable affective commitment through the use of internal branding. Our results show that brand oriented training, recruitment and leadership all have a significant impact on affective commitment of customer contact employees. Although they had similar Beta values, brand oriented leadership showed a slightly higher predicting power indicating that leadership can play a greater role regarding the affective commitment of customer contact employees.

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Harris, Fiona J. „Internal factors affecting brand performance“. Thesis, Open University, 2002. http://oro.open.ac.uk/19913/.

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In terms of effective branding, several recent trends have indicated the need for greater attention within the organisation than has traditionally been the case. With increased emphasis on corporate branding, the team responsible for managing a brand is becoming larger and more diverse and all staff, as the corporate brand's representatives, affect consumers' perceptions of the corporate brand. Furthermore, the shift in emphasis in the literature from the externally perceived brand image to the internally created brand identity entails actively creating how an organisation wishes to be perceived. To project a consistent corporate brand successfully to consumers, all staff need to have congruent perceptions about the brand's identity. The aim of this research was to identify internal factors influencing brand team members' and consumer-facing staffs perceptions of their brand's identity and the impact of these factors and perceptions on consumers' perceptions and brand performance. A conceptual model was developed and associated hypotheses formulated. Studies were conducted using postal questionnaires with three stakeholder groups in the financial services sector: (i) brand team members, (ii) consumer-facing staff and (iii) consumers. Although failing to identify correctly all of the intervening variables, support was found for sections of the conceptual model. The research confirmed that larger corporate brand teams increased the diversity of members' functional backgrounds. While brand teams composed of members with diverse functional backgrounds potentially have a wider range of knowledge and information available to them, diversity in brand team members' characteristics was found to impair the congruency of their brand perceptions. The importance of congruent brand perceptions among different stakeholder groups and the effect of congruent brand perceptions on brand performance were demonstrated. The results emphasised the need for improved internal brand communications and highlighted the influence of consumer-facing staff on consumers' brand perceptions.

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Kashmiri, Tariq. „Internal branding in the public sector : the role of leadership“. Thesis, Cardiff University, 2016. http://orca.cf.ac.uk/95465/.

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The main purpose of this study is to advance the research of public sector performance in Saudi Arabia, by investigating leaders’ use of internal branding strategies, since the majority of research in internal branding has been conducted in western countries and the private sector. This is achieved by investigating the effects of leadership (Brand Based Transformational Leadership and Brand Based Transactional Leadership), on Brand Internalisation and its effect on increasing performance in the public sector. Other factors influencing public sector performance are also investigated including Structural Authority constraints, HR red tape, rewards (intrinsic and extrinsic) and brand training. The conceptual model integrates the key factors that influence the public sector employees’ ability to internalise the organisational brand values; and how Brand Internalisation influences public sector performance in terms of in-role behaviour, and extra-role behaviour (public sector performance). The effect of both intrinsic and extrinsic rewards is also examined in terms of increasing Brand Internalisation and public sector performance. In doing so, this study represents one of the few attempts made to investigate the potential value of internal branding and brand based leadership in increasing public sector performance in the Saudi Arabian public sector. The research adopted an exploratory approach; the first stage consisted of interviews with 16 public sector middle managers in the Riyadh Municipality, Saudi Arabia. This was followed by a survey that was distributed to public sector employees. Data was collected from 352 employees in the Riyadh Municipality. The initial qualitative phase highlighted complexities and factors related to internal branding and offered insights into brand-leadership in the public sector from the perspectives of the middle managers. The survey then further investigated the findings from the interviews and highlighted the areas necessary for a revised conceptual model. The results of the research show that the three most important elements that positively influence public sector performance in Saudi Arabia are brand based transactional leadership, brand related training, and intrinsic rewards. The research argues that these three elements not only increase a public sector employee’s ability to internalise the organisational brand values and ability to “live the brand” but they also have a direct positive effect on increasing the day-to-day performance levels of employees in the Saudi Public Sector. The results of a post hoc analysis are also shared showing interesting results variations between employees on the basis of their gender, age, educational levels, role and grade in the public sector organisation.

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Mouton, Estelle. „The effect of internal brand management on brand commitment and brand trust“. University of the Western Cape, 2018. http://hdl.handle.net/11394/6690.

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Magister Commercii - MCom
The focus of branding is often externally focused, yet it is the employees through their direct interaction with the brand, that can make or break the brand promise. Despite the important role of employees in building the brand, they are often overlooked in brand building strategies. The purpose of the study was to test the effect of internal brand management on brand commitment and brand trust in a government organisation. Front-line employees of the South African Post Office, a state-owned organisation in South Africa was selected to collect the data using convenience sampling. Cronbach Alpha and content validity was used to test the reliability and validity of the measurement instrument. The data was not normally distributed and non-parametric tests were performed during data analysis. Descriptive statistics was used to describe the basic characteristics of the respondents and the correlation coefficient (Rho) was used to test the relationships between variables. All three hypotheses were accepted. The results are consistent with previous research, however, new developments are emerging. For front-line employees to commit to the brand, they must trust the brand, which in turn is created through brand identity. Negative external communication influences the ability of front-line employees to deliver the expected brand promise. Importantly, the role of top management in fostering internal brand management cannot be overlooked.

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Mineur, Patrik, und Johanna Pirttikoski. „Branding Södertälje : en studie av förutsättningarna för samarbete mellan de interna intressenterna“. Thesis, Södertörns högskola, Institutionen för ekonomi och företagande, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-10733.

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Syftet med uppsatsen är att undersöka förutsättningarna för ett samarbete mellan de interna intressenterna i en stads varumärkningsprocess. Utifrån uppsatsens syfte har en kvalitativ undersökning genomförts i form av sju intervjuer med intressenter inom den varumärkesbyggande processen i Södertälje. Vetenskapliga teorier med inriktning på främst varumärkning av städer och samarbeten har används vid analys av den inhämtade informationen. De slutsatser vi har dragit i denna uppsats är att samarbete som strategi är möjlig men att denna kan inneha sina begränsningar när en stad skall varumärkas. Genom att undersöka den varumärkesbyggande processen i Södertälje har vi uppmärksammat den komplexitet som föreligger hos varumärkning av en plats med flera intressenter. Förutsättningarna för ett samarbete mellan de interna intressenterna inom turism- och besöksnäringen i Södertälje anser vi vara möjligt genom engagemang, delat ansvar och kommunikation. Vi anser dock att det ur ett större perspektiv, då en hel stad skall inkluderas, kan uppstå motsättningar om näringar som inte kände en naturlig roll att deltaga skall inkluderas i den varumärkesbyggande processen.
The purpose of this thesis is to examine the possibilities for cooperation between the internal stakeholders of a city's branding process. Based on the purpose for this thesis a qualitative study was conducted in the form of seven interviews with stakeholders in the branding process of Södertälje. Scientific theories, focusing primarily on the branding of cities and cooperation, have been used in the analysis of the collected information. The conclusions we have drawn in this thesis is that cooperation as a strategy is possible but can be limited when applied on a city. By examining the branding process in Södertälje, we have noted the complexity that exists in the branding of a city with several different stakeholders. We believe that the prospects for cooperation between the internal stakeholders in the tourism and hospitality industry in Södertälje to be possible through commitment, shared responsibility and communication. We do however believe that disagreements may occur when a broader spectrum of the city’s stakeholders, whom do not feel a natural role to participate, are included in the branding process.

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Juskiw, Peter. „Assessing the Implementation of Internal Branding Training in the Hotel Industry“. ScholarWorks, 2017. https://scholarworks.waldenu.edu/dissertations/3689.

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Internal branding (IB) evolved from marketing to engage employees in a company's strategic planning. IB has been studied extensively in the hospitality industry, but not with human resource (HR) departments. The purpose of this phenomenological study was to assess the effectiveness of corporate training designs in instilling IB corporate values in global employees of a multinational hotel chain to determine whether European core values could be transferred across different cultural backgrounds. Structured interviews on IB were conducted with 22 HR practitioners of a luxury hotel chain to capture essential information through the lived experiences of the participants, all of whom were involved in how the design of such training programs can instill corporate core values in employees across national cultures. Transcribed interview responses were analyzed using the simplified Stevick-Colaizzi-Keen method to generate textual and structured descriptions to capture IB from their perspectives. The analysis revealed (a) that the HR employees were sensitive to certain core values that did not readily translate to overall brand and employee loyalty, as well as good company-employee working relationships, and (b) the importance of designing effective yet standardized training materials that addressed cultural differences or could be adapted as needed. These findings can help to promote more effective global brand recognition and provide HR specialists with knowledge to educate trainers about better techniques to deliver training across different cultures and engage employees on core values. Employees will be happier performing their roles, have increased job satisfaction, and demonstrate improved levels of productivity.

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Ellison, Audrey. „Internal Brand Training in the Learning Industry“. NSUWorks, 2013. http://nsuworks.nova.edu/hsbe_etd/31.

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Companies in the learning industry are in the business-to-business marketplace and the companies focus on providing services to their customers. In service businesses delivering on the brand promise is aligned with the services employees deliver to customers. The learning industry was used to research whether a commitment to internal brand training impacts business performance. Two of the initial hypotheses were supported; a learning orientation increases commitment to internal brand training and internal brand training increases employee commitment to the brand. The third hypothesis, employee brand commitment improves business performance, was not supported. A re-specified model found. * Learning orientation directly affects Brand Training and Employee Brand Commitment * Brand Training directly affects Employee Brand Commitment and Business Performance * Employee Brand Commitment directly affects Business Performance The largest direct effect on improved business performance is employee brand training, yet it is the area with the least number of hours of training in the organizations, which provides an opportunity for practitioners.

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Bücher zum Thema "Internal branding"

Kreutzer, Ralf T. Internal Branding. Wiesbaden: Springer Fachmedien Wiesbaden, 2014. http://dx.doi.org/10.1007/978-3-658-06889-9.

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Schmidt, Holger J., Hrsg. Internal Branding. Wiesbaden: Gabler, 2008. http://dx.doi.org/10.1007/978-3-8349-9550-6.

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Rößler, Ayla. Internal City Branding. Wiesbaden: Springer Fachmedien Wiesbaden, 2019. http://dx.doi.org/10.1007/978-3-658-24588-7.

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Schottler, Bettina Karin. Internal Branding im Krankenhaus. Wiesbaden: Springer Fachmedien Wiesbaden, 2020. http://dx.doi.org/10.1007/978-3-658-31072-1.

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Saunderson, Lynda. An evaluation of an internal branding programme. [S.l: The Author], 2003.

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Schmidt, Holger J. Internal Branding: Wie Sie Ihre Mitarbeiter zu Markenbotschaftern machen. Wiesbaden: Gabler, 2007.

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Vallaster, Christine. Services branding: The role of leadership during the internal brand building process in multicultural organisations. Birmingham: Birmingham Business School, 2003.

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Nadyeina, Tatyana, Lyubov Goncharova, Oskar Goykhman und Mariya Koshlyakova. Business communication in the service: documentary, speech, branding, and advertising technologies. ru: INFRA-M Academic Publishing LLC., 2017. http://dx.doi.org/10.12737/24602.

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Comprehensive study guide includes the basic content of a number of disciplines of the professional cycle, necessary for development of skills of referencing, annotating and composing business texts with the aim of providing intellectual services in the course of internal administration and promotion of the organization in the process of external communication. Meets the requirements of Federal state educational standard of higher education of the last generation. Designed for bachelors and masters in training areas "Service", "Advertising and public relations"; may be used when training in similar areas and obtaining additional education, as well as those who would like to work or works in the area of provision of services of an intellectual nature as administrators (secretaries and office managers), secretaries, assistants supervisor, speech writers or image-makers.

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Gerstman, Richard, und Herbert M. Meyers. Branding @ the digital age. New York: Palgrave, 2001.

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Chiaravalle, Bill. Branding for dummies. Hoboken, N.J: John Wiley, 2007.

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Buchteile zum Thema "Internal branding"

Kadel, Thorsten. „Internal Brand Experience“. In Omnichannel Branding, 193–211. Wiesbaden: Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-21450-0_9.

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Rößler, Ayla. „Internal City Branding als Untersuchungsgegenstand“. In Internal City Branding, 1–40. Wiesbaden: Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-24588-7_1.

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Rößler, Ayla. „Theoretische Grundlagen und Konzeption eines Internal -City Branding –Modells“. In Internal City Branding, 41–146. Wiesbaden: Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-24588-7_2.

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Rößler, Ayla. „Empirische Untersuchung des Internal -City-Branding-Modells“. In Internal City Branding, 147–202. Wiesbaden: Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-24588-7_3.

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Rößler, Ayla. „Schlussbetrachtung und Ausblick“. In Internal City Branding, 203–63. Wiesbaden: Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-24588-7_4.

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Kreutzer, Ralf T. „Kennzeichnung von Internal Branding“. In essentials, 1–9. Wiesbaden: Springer Fachmedien Wiesbaden, 2014. http://dx.doi.org/10.1007/978-3-658-06889-9_1.

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Schottler, Bettina Karin. „Markentheoretischer Hintergrund – healthcare services branding“. In Internal Branding im Krankenhaus, 23–128. Wiesbaden: Springer Fachmedien Wiesbaden, 2020. http://dx.doi.org/10.1007/978-3-658-31072-1_3.

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Schottler, Bettina Karin. „Schlussbemerkung/Kritische Würdigung“. In Internal Branding im Krankenhaus, 685–89. Wiesbaden: Springer Fachmedien Wiesbaden, 2020. http://dx.doi.org/10.1007/978-3-658-31072-1_7.

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Schottler, Bettina Karin. „Einleitung“. In Internal Branding im Krankenhaus, 1–11. Wiesbaden: Springer Fachmedien Wiesbaden, 2020. http://dx.doi.org/10.1007/978-3-658-31072-1_1.

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Schottler, Bettina Karin. „Das Krankenhaus als Marke“. In Internal Branding im Krankenhaus, 13–22. Wiesbaden: Springer Fachmedien Wiesbaden, 2020. http://dx.doi.org/10.1007/978-3-658-31072-1_2.

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Konferenzberichte zum Thema "Internal branding"

Dagustani, Dani, Herry A. Buchory und Mutia Tri Satya. „The Internal Branding Process: Base On Brand Audit“. In International Conference on Economics and Banking. Paris, France: Atlantis Press, 2015. http://dx.doi.org/10.2991/iceb-15.2015.11.

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Retamosa, Marta, Ángel Millán, Juan Antonio García und María Millán. „Internal branding at university: Do tenure and job security matter?“ In Sixth International Conference on Higher Education Advances. Valencia: Universitat Politècnica de València, 2020. http://dx.doi.org/10.4995/head20.2020.11092.

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Universities, as educational service providers, must pay attention to their employees who are pivotal in delivering and communicating brand promise and service quality to the stakeholders. While branding initiatives most frequently focus on external stakeholders, internal branding efforts establish systems/processes and consequent employees’ behaviour that are consistent with external branding efforts. With a sample of 753 faculty members and researchers from a Spanish public University, the study aims to establish if employee tenure and job security have a significant relationship with employees’ brand commitment and employees’ brand supporting behaviour. An analysis of variance was carried out for testing the hypothesis. Differences were found according to tenure in employees’ brand commitment while job security did not impact significantly on employees’ brand commitment. In addition, a positive and significant relationship were found between employees’ brand supporting behaviour and tenure, but not for job security. For business practitioners, this research state that it is essential for service companies, such as universities, to use differing approaches to employees according to their organisational tenure as an important managerial implication.

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Alshuaibi, Ahmad. „The Role of Human Resource Management Practices in Enhancing Internal Branding“. In ISSC 2016 International Conference on Soft Science. Cognitive-crcs, 2016. http://dx.doi.org/10.15405/epsbs.2016.08.85.

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Chen, Ye, und Jing Zhao. „Notice of Retraction: The Effects of Internal Marketing on Service Branding“. In 2010 International Conference on Management and Service Science (MASS 2010). IEEE, 2010. http://dx.doi.org/10.1109/icmss.2010.5576617.

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Selvam, Rejina M., und Catarina Lelis. „TOWARDS CO-CREATION:EXPLORING PROSPECTS OF EMPLOYEE BRAND KNOWLEDGE IN INTERNAL BRANDING“. In 52nd International Academic Conference, Barcelona. International Institute of Social and Economic Sciences, 2019. http://dx.doi.org/10.20472/iac.2019.052.058.

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Wardhani, Shabriena, und Dorien Kartikawangi. „Internal Communication in Building Organizational Culture and Organizational Branding of Government Institution“. In The 2nd International Conference on Inclusive Business in the Changing World. SCITEPRESS - Science and Technology Publications, 2019. http://dx.doi.org/10.5220/0008433005060514.

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PUNJAISRI, KHANYAPUSS, und ALAN WILSON. „INTERNAL BRANDING AS A TOOL TO ENSURE THE EMPLOYEES' BRAND PROMISE DELIVERY“. In Proceedings of the International Conference on ICMMS 2008. IMPERIAL COLLEGE PRESS, 2010. http://dx.doi.org/10.1142/9781848165106_0057.

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Song, Keni. „The Impact of Perceived Internal Employer Branding on Employee Retention in the Event Industry of Hainan Province“. In 6th Annual International Conference on Social Science and Contemporary Humanity Development (SSCHD 2020). Paris, France: Atlantis Press, 2021. http://dx.doi.org/10.2991/assehr.k.210121.158.

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Niyomwungeri, Obed, und Stanislav Chankov. „Internal Branding in the Gig and Sharing Economy: Enhancing Service Providers’ Engagement to Achieve Higher Customer Satisfaction“. In Hawaii International Conference on System Sciences. Hawaii International Conference on System Sciences, 2021. http://dx.doi.org/10.24251/hicss.2021.512.

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SULTANA, YESMIN. „The Prospect of Internal Branding in the Corporate Sector of Bangladesh A Study on the Professionals in Service Industry“. In Eighth Intl. Conf. On Advances In Economics Social Science and Human Behaviour Study ESSHBS 2018. Institute of Research Engineers and Doctors, 2018. http://dx.doi.org/10.15224/978-1-63248-156-6-23.

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Berichte der Organisationen zum Thema "Internal branding"

Hotsur, Oksana. SOCIAL NETWORKS AND BLOGS AS TOOLS PR-CAMPAIGN IMPLEMENTATIONS. Ivan Franko National University of Lviv, März 2021. http://dx.doi.org/10.30970/vjo.2021.50.11110.

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The article deals with the ways in which social networks and the blogosphere influence the formation and implementation of a PR campaign. Examples from the political sphere (election campaigns, initiatives), business (TV brands, traditional and online media) have revealed the opportunities that Facebook, Telegram, Twitter, YouTube and blogs promote in promoting advertising, ideas, campaigns, thoughts, or products. Author blogs created on special websites or online media may not be as much of a tool in PR as an additional tool on social media. It is noted that choosing a blog as the main tool of PR campaign has both positive and negative points. Social networks intervene in the sphere of human life, become a means of communication, promotion, branding. The effectiveness of social networks has been evidenced by such historically significant events as Brexit, the Arab Spring, and the Revolution of Dignity. Special attention was paid to the 2019 presidential election. Based on the analysis of individual PR campaigns, the reasons for successful and unsuccessful campaigns from the point of view of network communication, which provide unlimited multimedia and interactive tools for PR, are highlighted. In fact, these concepts significantly affect the effectiveness of the implementation of PR-campaign, its final effectiveness, which is determined by the achievement of goals. Attention is drawn to the culture of communication during the PR campaign, as well as the concepts of “trolls”, “trolling”, “bots”, “botoin industry”. The social communication component of these concepts is unconditional. Choosing a blog as the main tool of a marketing campaign has both positive and negative aspects. Only a person with great creative potential can run and create a blog. In addition, it takes a long time. In fact, these two points are losing compared to other internet marketing tools. Further research is interesting in two respects. First, a comparison of the dynamics of the effectiveness of PR-campaign tools in Ukraine in 2020 and in the past, in particular, at the dawn of state independence. Secondly, to investigate how/or the concept of PR-campaigns in social networks and blogs is constantly changing.

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