Corporate brand values perception gap analysis as an internal marketing management systemAssessment tool

Elena Panteleeva () and Olga Oyner
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Elena Panteleeva: Associate Professor, Marketing of Firm Department, National Research University Higher School of Economics.
Olga Oyner: Full Professor, Marketing of Firm Department, National Research University Higher School of Economics.

HSE Working papers from National Research University Higher School of Economics

Abstract: One of the major problems facing Russian companies is the problem of differences between brand promises and the experience of actual consumer interaction with that brand, resulting in image destruction and the customers’ refusal from repeat purchases. Having taken as the basis the idea of gap analysis in perception of corporate brand values by different stakeholder groups (owners/top managers, personnel and customers), we have developed and tested a methodology of internal marketing management system assessment, assuming that a significant gap between declared, shared, and perceived brand values is a consequence of absence or inefficient functioning of this system

Keywords: internal marketing; internal marketing management system; employee engagement; corporate brand values; gap analysis; Russia. (search for similar items in EconPapers)
JEL-codes: M12 M31 (search for similar items in EconPapers)
Pages: 14 pages
Date: 2013
New Economics Papers: this item is included in nep-cis, nep-ipr, nep-pr~, nep-mkt and nep-tra
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Published in WP BRP Series: Management / MAN, January 2013, pages 01-14

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