基于社区的综合内部品牌塑造--B2B 组织内部品牌塑造的整体方法

IF 7.8 1区 管理学 Q1 BUSINESS
Atul Prashar , Moutusy Maity
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引用次数: 0

摘要

目的 本研究提出了一种基于社区的企业内部品牌建设(CBIB)综合方法,并测试了这种方法在企业对企业环境中的有效性。它整合了古典和现代内部品牌建设的观点,将社区建设活动融入到所提出的内部品牌建设框架中,确保建立一个共同创造企业品牌形象的整体模型。本文通过详细的叙述性综述提出了一个概念模型,并采用定量研究设计,利用结构方程模型对通过调查收集到的 400 份答复进行了一系列假设检验。研究结果本研究发现,整合的 CBIB 是实施内部品牌建设的一种可行方法。通过对模型的检验,证明了建立员工品牌承诺的有效性。我们还发现,员工的年龄、性别、组织任期、(品牌社区)成员资格持续时间、教育水平、与客户的互动、领导地位以及对品牌节的参与,都会调节 CBIB 模型中提出的关系。研究局限/启示本文的一个主要局限是缺乏多文化和多行业视角,鉴于在当前情况下取得了可喜的成果,未来的研究可能会对此进行调查。实践意义本文提出了一种在 B2B 环境中实施内部品牌建设的社区模式,并提出了一种在整个组织中创建品牌拥护者的方法。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Integrated community-based internal branding - A holistic approach to internal branding for B2B organizations

Purpose

This study proposes and tests the effectiveness of an integrated approach to community-based internal branding (CBIB) in a business-to-business setting. It integrates classical and contemporary views on internal branding, integrating community-building activities into the proposed internal branding framework ensuring a holistic model of co-creation of a corporate brand identity. It also examines the moderation effect of employee's personal, job, and community-related characteristics on the relationships in the proposed model.

Design/methodology/approach

This paper presents a detailed narrative review to propose a conceptual model and uses a quantitative research design to test a set of hypotheses using structural equation modeling on 400 responses collected through a survey.

Findings

This study finds that integrated CBIB is a viable approach for implementing internal branding. The effectiveness of building employee brand commitment is demonstrated through the testing of the model. We also find that employee's age, gender, organizational tenure, membership duration (in the brand community), education level, customer interaction, leadership status, and participation in brand fests moderate the proposed relationships in the CBIB model.

Research limitations/implications

One key limitation of this paper is that it lacks the multi-cultural and multi-industry perspective, which, given promising results in the current context, may be investigated in future studies.

Practical implications

The paper proposes a community mode of implementing internal branding in a B2B setting and suggests a way to create brand champions across the organization.

Originality/value

As per the authors' knowledge, this paper is the first quantitative investigation of integrated community-based internal branding.

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来源期刊
CiteScore
17.30
自引率
20.40%
发文量
255
期刊介绍: Industrial Marketing Management delivers theoretical, empirical, and case-based research tailored to the requirements of marketing scholars and practitioners engaged in industrial and business-to-business markets. With an editorial review board comprising prominent international scholars and practitioners, the journal ensures a harmonious blend of theory and practical applications in all articles. Scholars from North America, Europe, Australia/New Zealand, Asia, and various global regions contribute the latest findings to enhance the effectiveness and efficiency of industrial markets. This holistic approach keeps readers informed with the most timely data and contemporary insights essential for informed marketing decisions and strategies in global industrial and business-to-business markets.
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