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The role of social interactions in building internal corporate brands: Implications for sustainability

Christine Vallaster and Adam Lindgreen

Journal of World Business, 2013, vol. 48, issue 3, 297-310

Abstract: This article examines internal brand building, which is defined as the alignment of a corporation and employees around a brand. The notion of social interactions may provide a valuable perspective on brand-related interactive space, in which top management communicates brand-related information to employees and employees share brand-related information. Depth interviews, observations, and documentary analysis reveal how a social interaction-based, internal, brand-building process influences employees’ actions and perceptions of the branded environment. Social interactions might generate brand commitment and shared brand beliefs in certain conditions. These findings have key implications for sustainability.

Keywords: Brand commitment; Communication; Internal corporate brand building; Service management; Social interactions; Sustainability (search for similar items in EconPapers)
Date: 2013
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DOI: 10.1016/j.jwb.2012.07.014

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