Determinants of brand performance: the role of internal branding

Pramod Iyer (), Arezoo Davari and Audhesh Paswan
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Pramod Iyer: University of Texas Rio Grande Valley
Arezoo Davari: Eastern Washington University
Audhesh Paswan: University of North Texas

Journal of Brand Management, 2018, vol. 25, issue 3, No 2, 202-216

Abstract: Abstract The importance of internal branding is growing in both academia and practice. However, little attention has been directed toward identifying the organizational antecedents and consequences of internal branding. Thus, the current study examines the relationships of internal branding with the three brand management factors that have been discussed in the literature: brand orientation, strategic brand management, and brand performance. Internal branding is viewed as a facilitator for brand orientation and strategic brand management process, which ultimately impacts the brand performance. Survey data collected from brand/marketing managers reveal that while brand orientation, strategic brand management, and internal branding are directly associated with brand performance, internal branding partially mediates the relationship between brand orientation, strategic brand management, and brand performance. From a research standpoint, the current study addresses the call for better understanding the role of employees in improving a brand’s performance. In addition, the importance of developing internal branding along with brand orientation and strategic brand management is highlighted for marketing practitioners.

Keywords: Internal branding; Strategic brand management; Brand orientation; Brand management; Brand performance (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (15)

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DOI: 10.1057/s41262-018-0097-1

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