Brand, Identity and Reputation: Exploring, Creating New Realities ...

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24. Laroche, M. (2007). Introduction to the special issue on the impact of culture on marketing strategy. Journal of Business Research, 60(3), 177- 180. 25. Martínez, E., Montaner, T., & Pina, J. M. (2009). Brand extension feedback: The role of advertising. Journal of Business Research, 62(3), 305- 313. doi:10.1016/j.jbusres.2008.05.009 26. Martinez, E., Polo, Y., & de Chernatony, L. (2008). Effect of brand extension strategies on brand image. International Marketing Review, 25(1), 107. 27. Milberg, S. J., Whan Park, C., & McCarthy, M. S. (1997). Managing negative feedback effects associated with brand extensions: The impact of alternative branding strategies. Journal of Consumer Psychology (Lawrence Erlbaum Associates), 6(2), 119-140. 28. Monga, A. B., & John, D. R. (2007). Cultural differences in brand extension evaluation: The influence of analytic versus holistic thinking. Journal of Consumer Research, 33(4), 529-536. 29. Reardon, J., Miller, C., Foubert, B., Vida, I., & Rybina, L. (2006). Antismoking messages for the international teenage segment: The effectiveness of message valence and intensity across different cultures. Journal of International Marketing, 14(3), 115-138. 30. Zhang, Y., Winterich, K., & Mittal, V. (2010). Power distance belief and impulsive buying. JMR, Journal of Marketing Research, 47(5), 945. Figure 1: Extension Attitudes Conceptual Map Source: Authors. 44
Virtual Internal Brand Communities: Exploring the Types, Motivations and Outcomes Fathima Zahara Saleem, ESADE, Spain Oriol Iglesias, ESADE, Spain Introduction The prevalence of interactive technology and exponential growth of social media has changed the face of branding both externally and internally (Stuth & Mancuso, 2010). The use of virtual internal brand communities (VIBC) is gaining momentum in organizations in order to increase employee support, especially among multinational corporations, such as Emirates Airlines, Ernst & Young, IBM, and educational institutions. However, the literature lacks a clear understanding of VIBC (Devasagayam, Buff, Aurand, & Judson, 2010). As such, this paper develops theory on VIBC, which is relevant because of the growing importance of VIBC in practice. Additionally building theory demarcates this field and gives focus to future theoretical advancements. In this respect, the aim of this paper is two-fold: firstly, to create a typology of VIBC; and secondly, to study the motivations for and barriers to joining a specific VIBC. The following section highlights the key literature, showing the progression from internal branding to VIBCs. From Internal Branding to VIBC With a sharpened focus on corporate and service brands the role of employees and consequently the role of internal branding has increased in importance. At the heart of internal branding lies the challenge of aligning employee behaviour with corporate brand values. This alignment is crucial since corporate brands interact with several stakeholders (Ind, 1997), who form their perceptions of the brand based on their overall interaction with employees (Klaus & Maklan, 2007). Therefore, misalignment between external brand communication and brand promise delivery poses a serious threat to corporate brand credibility (e.g. Anismova & Mavondo, 2010). Internal branding facilitates brand citizenship behavior (Burmann & Zeplin, 2005) and increases brand performance (Punjaisiri, Evanschitzky, & Wilson, 2009). Internal branding is also crucial in maintaining consistency between external communication and brand promise delivery, reducing the variability of service offering, and aligning staff behavior with brand values (Vallaster & de Chernatony, 2005). Desired outcomes of internal branding are achieved through the dissemination of brand ideologies, internal brand communication (e.g. Thomson, de Chernatony, Arganbright, & Khan, 2000), brand centered HR (e.g. Punjaisiri et al., 2009), and brand leadership (e.g. Morhart, Herzog, & Tomczak, 2009). An emerging area in this field explores internal brand communities (IBC) (Devasagaym et al., 2010), which fosters employee identification with the brand. Since IBC research is relatively new, the starting point for theory building is taken from existing literature on communities, especially consumer based communities. Specifically, authors have studied consumption communities (e.g. McAlexander, Schouten, & Koenig, 2002), marketplace communities (e.g. Jae, Choi, Qualls, & Han, 2008), brand communities (e.g. Algesheimer, Dholakia, & Herrmann 2005), and online communities (e.g. Schau & Muniz, 2002). Since internal brand communities are unique because it concerns employees, consumer based communities simply serve as a guide to start theory building. At a broad level in the consumer communities literature, there are user-initiated and company-initiated brand communities. User-initiated brand communities (Schau & Muniz, 2002) are those created by fans or enthusiasts, whereas company-initiated ones are created or sponsored by a certain brand (Algesheimer et al., 2005). Secondly, there are virtual and physical brand communities. The former includes social interaction not bound by geography and exists in cyberspace, whereas the latter includes social interaction regarding a particular brand during the physical congregation of members (e.g. Muniz & O‘Guinn, 2002). The emotional attachment to both types of consumer brand communities is suggested to be similar (Jae et al., 2008). Lastly, sociologists distinguish between two types of virtual communities, namely small group based virtual communities and network based virtual communities. The former entails close-knit online groups with strong relationships, whereas the latter includes loosely knit geographically dispersed groups that interact for specific reasons (Dholakia, Bagozzi, & Pearo 2004). As we can see, several typologies have been created for consumer brand communities‘ literature; however, typologies haven‘t been developed for internal brand communities. Drawing from virtual consumer communities research by Dholakia et al., (2004), a model identifying the motives for consumers participating in virtual communities is presented. The authors identify the different motives for partaking in network and small group based virtual community types. Social bonding, relationship maintenance, problem solving, persuasion, and informational purposes are additional user needs fulfilled by different technologies (Flanagin & Metzger, 2001). At a more basic level the technology acceptance model 3 (TAM) explains how employees decide to 45
Page 1 and 2: Book of Proceedings Brand, Identity
Page 3 and 4: Session 1.1 Emotional Branding in T
Page 5 and 6: p.31) consumers tend to those sourc
Page 7 and 8: Tables and figures Brand perception
Page 9 and 10: Malaysia‘s Global Halal Hub - ―
Page 11 and 12: Birds of a Feather Consume Sports T
Page 13 and 14: Session 1.2 How is Social Media, li
Page 15 and 16: 2. Interviews made with the adminis
Page 17 and 18: Table-5 Facebook Members of Homeles
Page 19 and 20: content (UGC) or even direct intera
Page 21 and 22: Fierman, (1991) found that 47% of c
Page 23 and 24: Multiple Dimensions of Brand Identi
Page 25 and 26: Session 1.3 Corporate Identity, Cor
Page 27 and 28: CSR are the ideals and ethics of co
Page 29 and 30: Corporate Brand Identity Management
Page 31 and 32: To study the influence of B2B relat
Page 33 and 34: Antecedents And Consequences Of Bra
Page 35 and 36: 22. Gurviez, P., and Korchia, M. (2
Page 37 and 38: Non-monetary factors, such as effor
Page 39 and 40: 23. Holbrook, M.B. (2006). Consumpt
Page 41 and 42: Brand Extensions and Culture: The I
Page 43: avoidance tend to prefer more infor
Page 47 and 48: References 1. Algesheimer, R., Dhol
Page 49 and 50: associations based on their percept
Page 51 and 52: shift in the psychological contract
Page 53 and 54: 10. Berthon, P., Ewing, M., & Hah,
Page 55 and 56: Session 2.1 Global Brand Relationsh
Page 57 and 58: G. Brand Personality Excitement Hon
Page 59 and 60: The Impact of Relationship Marketin
Page 61 and 62: ‗United 2010-one for all, all for
Page 63 and 64: Brand Equity Trends in Top Global B
Page 65 and 66: Uncovering ‗Meanings‘ through A
Page 67 and 68: 45. Melewar, T.C. and Saunders, J.
Page 69 and 70: Thus, from a design perspective, we
Page 71 and 72: Keywords Brands, marketing, meaning
Page 73 and 74: How Important is the Brand Name Ele
Page 75 and 76: References 1. Aaker, D. (1991). Man
Page 77 and 78: Simon Cowell and Branding the X Fac
Page 79 and 80: Dead or Living: Which Celebrity To
Page 81 and 82: Reference 1. Bagozzi, R.P. & Yi, Y.
Page 83 and 84: has been adopted and within this an
Page 85 and 86: Organizational Factors Contributing
Page 87 and 88: examine and reconcile existing lite
Page 89 and 90: Effects of Corporate Social Respons
Page 91 and 92: 15. Morsing M, & Schultz M. (2006).
Page 93 and 94: 1989). But if the information avail
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An Inquiry into Corporate Heritage
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3. Balmer, J. M. T., & Greyser, S.
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Research questions and methodology
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Building Corporate Reputation: A Di
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Session 3.1 Financial vs. Consumer-
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For indicating brand equity, one of
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Financial Brand Valuation: an exper
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Figure 1 Religiously Motivated Cons
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I Don‘t Like It! - Understanding
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Session 3.2 Advertising Agency Empl
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applications of the Repertory Test
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The Life Cycle of Mavens Lynne Free
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Exploring the relationship between
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internal branding process. Internal
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proper branding strategy. With the
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Profiling the Image of Urban Busine
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Finally, the paper confirms the cau
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Table 3 Image differences according
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associated with the brand‖ (Aaker
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Figure 1 - Number of adjectives sel
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Figure 5 - Main attributes of a gol
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Empirical Studies For both studies,
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Figure 2: Perception of the City of
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Co-branding places? Andrea Lucarell
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12. Lucarelli, A., & Berg, P. O. (2
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the place brands, as has been showe
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Session 3.4 Innovation and Entrepre
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The interviews were conducted in th
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Country-of-Origin Effects on Brand
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7. Kaynak, E., Kucukemiroglu, O. &
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Results The demographic profile ind
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use games consoles (Childwise, 2001
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Plenary Session 2 Brand Performance
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Uncles, M.D. & Kwok, S. (2008). Gen
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Brand Management Framework Empirica
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Coneptualising Branding in Indian P
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characteristics could be zeroed upo
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Concentrating on the actual practic
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ooking attractive in greater detail
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Session 7.2 Brand Personification a
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Importance of Country Image to Mega
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Table 1: Evaluative Responses for t
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To be Similar or Unique? Implicatio
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Brown, T. J., Dacin, P. A., Pratt,
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A brand-driven strategy oriented to
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Rheingold, H. (1993). The Virtual C
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A Framework for Public Sector Brand
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Conclusion Public sector organisati
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A strategic investigation into the
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There are also some changes in term
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Brand Hypocrisy Sanne Frandsen, Cop
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Table 1: Empirical Findings Theory
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Brand Governance in Social Networki
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Determinants Brand Orientation Va
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When Individual Experience becomes
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Impact of Storytelling on Consumer
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The Role of Communication in Establ
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Culture‘s Influence on Consumer P
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+ Top-Down Dynamic between Luxury F
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Analysis and results We assessed th
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An Exploration of Own Brand Retaile
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11. ETI 2010. Ethical Trading Initi
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When investigating unique significa
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Session 8.2 Closing the Gaps - the
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accomplishing reality rather than d
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Reddy, 1998, p.40). As a result, br
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Figure 2: Doves Real Beauty Billboa
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Literature review, as a complete re
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Segmenting McDonalds: Measuring Bra
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A simple eyeballing of the segment
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Segment 2 Segment 3 Segment 4 235
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Session 8.3 Brand Attitudes and the
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when preceded with the related conc
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What keeps smokers from quitting? U
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Table 1: Description of the cigaret
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Exploring differences in product at
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Based on the results some general c
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Data was collected by independent j
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Sonic branding: A review of literat
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How is green seen? Exploring the im
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were in evidence. The inability to
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Generally speaking, people use exte
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How Retail Banks Use Atmosphere to
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Actually, we don‘t feel constrain
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Introduction Reputation and Financi
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Chun, R. & Davies G. (2009). Employ
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Identity, Reputation and Organizati
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Introduction Factors Affecting Bran
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A quiet important approach then bec
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27. Gentry, C.R., ―Building on Br
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Together these issues have resulted
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elations. If the contact persons tr
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How do you Really Know? Exploring B
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Originality/value The psychology li
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asked ―did you see any of these c
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expressivity (Ω experts = 0,96 p
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Next are brand associations, also r
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Table 1: Selection of variables, it
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Special Session Issues in Brand Gov
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A Competance based Brand: Meaning a
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Session 12.4 Special Session Topic:
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Brand Meaning Co-Creation of Newcom
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Leonor Vacas de Carvalho, Évora Un
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Ronaldo Schutz, University of the A
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