Towards co-creation:Exploring prospects of employee brand knowledge in internal branding

Rejina M. Selvam () and Catarina Lelis ()
Additional contact information
Rejina M. Selvam: UNIVERSITAT INTERNACIONAL DE CATALUNYA
Catarina Lelis: University of West London

No 9912192, Proceedings of International Academic Conferences from International Institute of Social and Economic Sciences

Abstract: The success of an organization to communicate the brand promise is premised by the internal branding procedure and the contribution of employees in the creation of branding. The present study provides the importance that employees have in providing value to the organization from the perspective of the holistic brand knowledge pyramid which includes, brand citizenship, brand commitment, and belonging. In ?depth interviews were conducted from an H. E institute to understand employee involvement in internal branding and the related organizational requirements from a knowledge based management environment. The results provide insight into the strength of employee participation in the co-creation of brand and the organizational requirements for stimulating its human capital to live the brand in its environment.

Keywords: Internal Branding; Brand commitment; Internal Communication; Brand knowledge; Brand co-creation (search for similar items in EconPapers)
JEL-codes: D23 I23 J24 (search for similar items in EconPapers)
Pages: 1 page
Date: 2019-10
New Economics Papers: this item is included in nep-ipr
References: Add references at CitEc
Citations:

Published in Proceedings of the Proceedings of the 52nd International Academic Conference, Barcelona, Oct 2019, pages 477-477

Downloads: (external link)
https://iises.net/proceedings/international-academ ... 99&iid=058&rid=12192 First version, 2019

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sek:iacpro:9912192

Access Statistics for this paper

More papers in Proceedings of International Academic Conferences from International Institute of Social and Economic Sciences
Bibliographic data for series maintained by Klara Cermakova ().