{"title":"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","authors":"Atul Prashar , Moutusy Maity","doi":"10.1016/j.indmarman.2024.05.006","DOIUrl":null,"url":null,"abstract":"<div><h3>Purpose</h3><p>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.</p></div><div><h3>Design/methodology/approach</h3><p>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.</p></div><div><h3>Findings</h3><p>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.</p></div><div><h3>Research limitations/implications</h3><p>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.</p></div><div><h3>Practical implications</h3><p>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.</p></div><div><h3>Originality/value</h3><p>As per the authors' knowledge, this paper is the first quantitative investigation of integrated community-based internal branding.</p></div>","PeriodicalId":51345,"journal":{"name":"Industrial Marketing Management","volume":"120 ","pages":"Pages 62-77"},"PeriodicalIF":7.8000,"publicationDate":"2024-05-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S0019850124000762/pdfft?md5=f336483951d7aa89fe7caf1057b48671&pid=1-s2.0-S0019850124000762-main.pdf","citationCount":"0","resultStr":"{\"title\":\"Integrated community-based internal branding - A holistic approach to internal branding for B2B organizations\",\"authors\":\"Atul Prashar , Moutusy Maity\",\"doi\":\"10.1016/j.indmarman.2024.05.006\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><h3>Purpose</h3><p>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.</p></div><div><h3>Design/methodology/approach</h3><p>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.</p></div><div><h3>Findings</h3><p>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.</p></div><div><h3>Research limitations/implications</h3><p>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.</p></div><div><h3>Practical implications</h3><p>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.</p></div><div><h3>Originality/value</h3><p>As per the authors' knowledge, this paper is the first quantitative investigation of integrated community-based internal branding.</p></div>\",\"PeriodicalId\":51345,\"journal\":{\"name\":\"Industrial Marketing Management\",\"volume\":\"120 \",\"pages\":\"Pages 62-77\"},\"PeriodicalIF\":7.8000,\"publicationDate\":\"2024-05-23\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://www.sciencedirect.com/science/article/pii/S0019850124000762/pdfft?md5=f336483951d7aa89fe7caf1057b48671&pid=1-s2.0-S0019850124000762-main.pdf\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Industrial Marketing Management\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://www.sciencedirect.com/science/article/pii/S0019850124000762\",\"RegionNum\":1,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Industrial Marketing Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0019850124000762","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
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.
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.