Internal brand building and structuration: The role of leadership

European Journal of Marketing

Volumn 40, Issue 7-8, 2006, Pages 761-784

  Vallaster, Christine ^a   De Chernatony, Leslie ^b,c,d,e,f  

^a JUSTUS LIEBIG UNIVERSITY   (Germany)

^b UNIVERSITY OF BIRMINGHAM   (United Kingdom)

^c Department of Brand Marketing ^*

^d UNIVERSITY OF BIRMINGHAM   (United Kingdom)

^e THAMMASAT UNIVERSITY   (Thailand)

^f UNIVERSITY OF LUGANO   (Switzerland)

Author keywords

Brand management; Corporate branding; Leadership; Social change

Indexed keywords

EID: 33745808381     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090560610669982     Document Type: Review

References (96)

1. Aaker, D.A. (1996), Building Stronger Brands, Free Press, New York, NY.
2. Aaker, D.A. and Joachimsthaler, E. (2000), Brand Leadership, Free Press, New York, NY.
3. Abratt, R. (1989), "A new approach to the corporate image management process", Journal of Marketing Management, Vol. 5 No. 1, pp. 63-76.
4. Allen, N.J. and Meyer, J.P. (1990), "The measurement and antecedents of affective, continuance and normative commitment to the organization", Journal of Occupational Psychology, Vol. 63 No. 1, pp. 1-18.
5. Archer, M. (1995), Realist Social Theory: The Morphogenetic Approach, Cambridge University Press, Cambridge.
6. Argenti, P.A. (1998), Corporate Communication, 2nd ed., McGraw-Hill, Boston, MA.
7. Asif, S. and Sargeant, A. (2000), "Modelling internal communications in the financial services sector", European Journal of Marketing, Vol. 34 Nos 3/4, pp. 299-317.
8. Ballantyne, D. (2003), "A relationship-mediated theory of internal marketing", European Journal of Marketing, Vol. 37 No. 9, pp. 1242-60.
9. Balmer, J.M.T. (1995), "Corporate branding and connoisseurship" , Journal of General Management, Nos 21, Autumn, pp. 21-46.
10. Balmer, J.M.T. (2001), "Corporate identity, corporate branding and corporate marketing. seeing through the fog", European Journal of Marketing, Vol. 35 Nos 3/4, pp. 248-91.
11. Balmer, J.M.T. and Gray, E.R. (1999), "Corporate identity and corporate communications: creating a strategic advantage", Corporate Communications: An International Journal, Vol. 4 No. 4, pp. 171-6.
12. Balmer, J.M.T. and Gray, E.R. (2003), "Corporate brands: what are they? What of them?", European Journal of Marketing, Vol. 37 Nos 7/8, pp. 972-98.
13. Balmer, J.M.T. and Greyser, S.A. (2002), "Managing the multiple identities of the corporation", California Management Review, Vol. 44 No. 3, pp. 72-87.
14. Balmer, J.M.T. and Soenen, G.B. (1999), "The acid test of corporate identity management", Journal of Marketing Management, Vol. 15, pp. 69-92.
15. Barley, S. (1989), "Careers, identities, and institutions: the legacy of the Chicago School of Sociology", in Arthur, M., Hall, D.T. and Lawrence, B. (Eds), Handbook of Career Theory, Cambridge University Press, Cambridge, pp. 41-65.
16. Bergler, R. (1963), Psychologie des Marken- und Firmenbildes, Vandenhoeck & Ruprecht, Göttingen.
17. Bergstrom, A., Blumenthal, D. and Crothers, S. (2002), "Why internal branding matters: the case of Saab", Corporate Reputation Review, Vol. 5 Nos 2/3, pp. 133-42.
18. Birkigt, K., Stadler, M.M. and Funck, H.J. (1993), Corporate Identity: Grundlagen, Funktionen, Fallbeispiele, 10th ed., Verlag Moderne Industrie, Landsberg/Lech.
19. Blumenthal, D. (2004), "For the end of brand balderdash - and the beginning of a real future", Journal of Brand Management, Vol. 11 No. 3, pp. 177-9.
20. Burmann, C. and Zeplin, S. (2004), "Innengerichtetes identitätsbasiertes Markenmanagement - State-of-the-Art und Forschungsbedarf", LIM Arbeitspapier 7, Universität Bremen, available at: www.lim.uni-bremen.de/index.php4?pageID=340 (accessed 22 September 2004).
21. Burmann, C. and Zeplin, S. (2005), "Building brand commitment: a behavioral approach to internal brand building", Journal of Brand Management, Vol. 12 No. 4, pp. 279-300.
22. Cole, K. (2001), Kommunikation klipp und klar. Besser verstehen und verstanden werden, 3rd ed., Beltz Verlag, Weinheim and Basel.
23. Coulter, M. (2001), Entrepreneurship in Action, Prentice-Hall, Upper Saddle River, NJ.
24. Dachler, H.P. (1988), "Constraints on the emergence of new vistas in leadership and management research: an epistemological overview", in Hunt, J.G., Baliga, B.R. and Dachler, H.P. (Eds), Emerging Leadership Vistas, Lexington Books, Lexington, MA, pp. 261-85.
25. Dachler, H.P. (1992), "Management and leadership as relational phenomena", in van Cranach, M., Doise, W. and Mugny, J. (Eds), Social Representation and the Social Basis of Knowledge, Haupt, Bern, pp. 169-78.
26. Dachler, H.P., Pless, N. and Raeder, S. (1994), "Psychologie der Führung: Fragen und Antworten im Spannungsfeld unterschiedlicher Wertvorstellungen und Menschenbilder", Psychoscope, Vol. 15, pp. 7-10.
27. Daft, R.L. and Noe, R.A. (2001), Organisational Behavior, Harcourt College, Orlando, FL.
28. Davis, S.M. and Dunn, M. (2002), Building the Brand-driven Business - Operationalize Your Brand to Drive Profitable Growth, John Wiley & Sons, San Francisco, CA.
29. de Chernatony, L. (2001), From Brand Vision to Brand Evaluation - Strategically Building and Sustaining Brands, Butterworth Heinemann, Oxford.
30. de Chernatony, L. and Drury, S. (2005), "Internal brand factors driving successful financial services brands", School Working Paper Series, Birmingham Business School, Birmingham.
31. de Chernatony, L. and Segal-Horn, S. (2001), "Building on services characteristics to develop successful services brands", Journal of Marketing Management, Vol. 17 Nos 7/8, pp. 645-69.
32. Duncan, T. and Moriarty, S.E. (1998), "A communication-based marketing model for managing relationships", Journal of Marketing, Vol. 62, pp. 1-13.
33. Edwards, T. (2000), "Innovation and organizational change: developments towards an interactive process perspective", Technology Analysis & Strategic Management, Vol. 12 No. 4, pp. 445-62.
34. Esch, F.R. and Wicke, A. (1999), "Herausforderungen und Aufgaben des Markenmanagement", in Esch, F.-R. (Ed.), Moderne Markenführung. Grundlagen - innovative Ansätze - praktische Umsetzungen, Gabler, Wiesbaden, pp. 3-55.
35. Farmer, B.A., Slater, J. and Wright, K.S. (1998), "The role of communication in achieving shared vision under new organizational leadership", Journal of Public Relations Research, Vol. 10 No. 4, pp. 219-35.
36. Giddens, A. (1976), New Rules of Sociological Method. A Positive Critique of Interpretative Sociologies, Basic Books, New York, NY.
37. Giddens, A. (1979), Central Problems in Social Theory: Action, Structure, and Contradiction in Social Analysis, University of California Press, Berkley, CA.
38. Giddens, A. (1984a), The Constitution of Society: Outline of the Theory of Structuration, Polity, Cambridge.
39. Giddens, A. (1984b), Interpretative Soziologie. Eine kritische Einführung, Campus, Frankfurt.
40. Glaser, B. and Strauss, A. (1967), The Discovery of Grounded Theory, Aldine, Chicago, IL.
41. Guba, E.G. and Lincoln, Y.S. (1994), "Competing paradigms in qualitative research", in Lincoln, Y.S. (Ed.), Handbook of Qualitative Research, Sage, Thousand Oaks, CA, pp. 105-17.
42. Harris, F. and de Chernatony, L. (2001), "Corporate branding and corporate brand performance", European Journal of Marketing, Vol. 35 Nos 3/4, pp. 441-56.
43. Hatch, M.J. and Schultz, M. (1997), "Relations between organizational culture, identity and image", European Journal of Marketing, Vol. 31 Nos 5/6, pp. 356-65.
44. Hatch, M.J. and Schultz, M. (2001), "Are the strategic stars aligned for your corporate brand", Harvard Business Review, February, pp. 128-34.
45. Hatch, M.J. and Schultz, M. (2003), "Bringing the corporation into corporate branding", European Journal of Marketing, Vol. 37 Nos 7/8, pp. 1041-64.
46. Ind, N. (1992), The Corporate Image: Strategies for Effective Identity Programmes, Kogan Page, London.
47. Ind, N. (1997), The Corporate Brand, Macmillan, London.
48. Ind, N. (2001), Living the Brand: How to Transform Every Member of Your Organization into a Brand Champion, Kogan Page, London.
49. Ind, N. (2003), "Inside out: how employees build value", Journal of Brand Management, Vol. 10 No. 6, pp. 393-402.
50. Jablin, F. and Putnam, L. (2001), Organizational Communication, Sage, Thousand Oaks, CA and London.
51. Joachimsthaler, E. (2002), "Commitment: Mitarbeiter - Die vergessene Zielgruppe für Markenerfolge", Absatzwirtschaft, Vol. 50 No. 11, pp. 28-34.
52. Kapferer, J.N. (2004), The New Strategic Brand Management, Kogan, London/New York, NY.
53. Kark, R., Shamir, B. and Chen, G. (2003), "The two faces of transformational leadership: empowerment and dependency", Journal of Applied Psychology, Vol. 88 No. 2, pp. 246-55.
54. Keller, K.L. (1999), "Brand mantras: rationale, criteria and examples", Journal of Marketing Management, Vol. 15 Nos 1-3, pp. 43-51.
55. Kemnis, S. and McTaggert, R. (1988), The Action Research Planner, Deakin University Press, Victoria.
56. LePla, J.F. and Parker, L.M. (1999), Integrated branding: Becoming Brand-driven Through Company-wide Action, Quorum Books, London.
57. LePla, J.F., Davis, S.V. and Parker, L.M. (2003), Brand Driven: The Route to Integrated Branding through Great Leadership, Kogan Page, London.
58. Lingenfelder, M. and Spitzer, L. (1987), "Determinanten der Realisierung und Wirkungen einer Corporate Identity", Working Paper No. 62, Mannheim, University of Mannheim.
59. Linxweiler, R. (2001), BrandScoreCard, Sehnert, Groß-Umstadt.
60. Locke, K. (2003), Grounded Theory in Management Research, Sage, London.
61. Macrae, C. (1996), The Brand Chartering Handbook, EIU/Addison-Wesley, Harlow.
62. Manella, J. (2005), "Wie ein relationales Führungsverstä ndnis zu kultivieren ist", in Resch, D., Dey, P., Kluge, A. and Steyaert, C. (Eds), Organisationspsychologie als Dialog - Inquiring Social Constructionist Possibilities in Organizational Life, Pabst Science Publishers, Lengerich, pp. 122-31.
63. Meyer, J.P. and Allen, N.J. (1984), "Testing the 'side-bet theory' of organizational commitment: some methodological considerations", Journal of Applied Psychology, Vol. 69 No. 3, pp. 372-8.
64. Meyer, J.P. and Allen, N.J. (1991), "A three-component conceptualization of organizational commitment", Human Resource Management Review, Vol. 1 No. 1, pp. 61-89.
65. Meyer, J.P. and Allen, N.J. (1997), Commitment in the Workplace: Theory, Research, and Application, Sage, Thousand Oaks, CA.
66. Meyer, J.P., Stanley, D.J., Herscovitch, L. and Topolnytsky, L. (2002), "Affective, continuance, and normative commitment to the organization: a meta-analysis of antecedents, correlates, and consequences", Journal of Vocational Behavior, Vol. 61 No. 1, pp. 20-52.
67. Miles, M.B. and Huberman, M. (1994), Qualitative Data Analysis: An Expanded Sourcebook, Sage, Beverly Hills, CA.
68. Mitchell, C. (2002), "Selling the brand inside", Harvard Business Review, Vol. 80 No. 1, pp. 99-105.
69. Mowday, R.T. (1998), "Reflections on the study and relevance of organisation commitment", Human Resource Management Journal, Vol. 8 No. 4, pp. 387-401.
70. Ortmann, G. and Sydow, J. (2001), "Strukturationstheorie als Metatheorie des strategischen Managements - Zur losen Integration der Paradigmenvielfalt", in Ortmann, G. and Sydow, J. (Eds), Strategie und Strukturation. Strategisches Management von Unternehmen, Netzwerken und Konzernen, Gabler Verlag, Wiesbaden, pp. 421-48.
71. Ortmann, G., Sydow, J. and Windeler, A. (1997), "Organisation, Strukturation, Gesellschaft: Die Rückkehr der Gesellschaft in die Organisationstheorie", in Ortmann, G., Sydow, J. and Türk, K. (Eds), Theorien der Organisation: Die Rückkehr der Gesellschaft, Westdeutscher Verlag, Opladen, pp. 315-54.
72. O'Reilly, C. III and Chatman, J. (1986), "Organizational commitment and psychological attachment: the effects of compliance, identification, and internalization of prosocial behaviour", Journal of Applied Psychology, Vol. 71, pp. 492-9.
73. Patton, M.Q. (2002), Qualitative Research and Evaluation Methods, 3rd ed., Sage Publications, London.
74. Resch, D., Dey, P., Kluge, A. and Steyaert, C. (2005), Organisationspsychologie als Dialog - Inquiring Social Constructionist Possibilities in Organizational Life, Pabst Science Publishers, Lengerich.
75. Rode, V. (2004), "Corporate Branding von Gründungsunternehmen - Der erfolgreiche Aufbau der Unternehmensmarke", in Koch, L., Kollmann, P and Witt, T. (Eds), Reihe Entrepreneurship, Verlag Gabler, Wiesbaden.
76. Ruge, H.-D. (1999), "Aufbau von Markenbildern", in Esch, F.-R. (Ed.), Moderne Markenführung: Grundlagen - innovative Ansätze - praktische Umsetzungen, Gabler, Wiesbaden, pp. 165-84.
77. Sackmann, S. (2002), Unternehmenskultur, Luchterhand, Neuwied.
78. Sackmann, S.A. (1990), "Möglichkeiten der Gestaltung von Unternehmenskultur", in Lattmann, C. (Ed.), Die Unternehmenskultur: ihre Grundlagen und ihre Bedeutung für die Führung der Unternehmung, Physica-Verlag, Heidelberg, pp. 153-88.
79. Sarasin, W. (1993), "Planung und Durchführung von CI-Projekten: Vorgehensweise und Checkliste", in Birkigt, K., Stadler, M.M. and Funck, H.J. (Eds), Corporate Identity: Grundlagen, Funktionen, Fallsbeispiele, Verlag Moderne Industrie, Landsberg/ Lech, pp. 579-92.
80. Schultz, D.E. (2003), "So you want to be a branding guru?", Marketing Management, Vol. 12 No. 2, pp. 8-9.
81. Schultz, M., Larsen, M.H. and Hatch, M.J. (2000), The Expressive Organization: Linking Identity, Reputation, and the Corporate Brand, Oxford University Press, Oxford.
82. Smith, P.B. and Peterson, M.F. (1988), Leadership, Organization and Culture: An Event Management Model, Sage, London.
83. Smith, P.B., Peterson, M.F. and Wang, Z.M. (1996), "The manager as mediator of alternative meanings: a pilot study from China, the USA and UK", Journal of International Business Studies, Vol. 27 Nos 1, First Quarter, pp. 115-37.
84. Steers, R.M. (1977), "Antecedents and outcomes of organizational commitment", Administrative Science Quarterly, Vol. 22 No. 1, pp. 46-56.
85. Stephenson, C. (2004), "Rebuilding trust: the integral role of leadership in fostering values, honesty and vision", Ivey Business Journal, Vol. 68 3, January/February, pp. 1-5.
86. Thomson, K., de Chernatony, L., Arganbright, L. and Khan, S. (1999), "The buy-in benchmark: how staff understanding and commitment impact brand and business performance", Journal of Marketing Management, Vol. 8 No. 15, pp. 819-35.
87. Tomczak, T. and Brexendorf, T. (2003), "International Branding - Wie viel Brand Manager hat ein Unternehmen wirklich?", persönlich - Die Zeitschrift für Marketing und Unternehmensführung, January-February, pp. 58-9.
88. Tosti, D.T. and Stotz, R.D. (2001), "Brand: building your brand from the inside out", Marketing Management, Vol. 10 No. 2, pp. 28-33.
89. Urde, M. (1994), "Brand orientation - a strategy for survival", Journal of Consumer Marketing, Vol. 11, pp. 18-32.
90. Vallaster, C. and de Chernatony, L. (2005), "Internationalisation of services brands: the role of leadership during the internal brand building process", Journal of Marketing Management, Vol. 21 Nos 1-2, pp. 181-203.
91. van Dick, R. (2001), "Identification in organizational contexts: linking theory and research from social and organizational psychology", International Journal of Management Reviews, Vol. 3 No. 4, pp. 265-83.
92. van Riel, C.B.M. (1995), Principles of Corporate Communication, Prentice-Hall, Harlow.
93. van Riel, C. and Balmer, J.M.T. (1997), "Corporate identity: the concept, its measurement and management", European Journal of Marketing, Vol. 31 No. 5, pp. 340-56.
94. Walgenbach, P. (1995), "Die Theorie der Strukturierung", Die Betriebswirtschaft, Vol. 55 No. 6, pp. 761-83.
95. Watzlawick, P., Beavin, J.H. and Jackson, D.D. (2000), Menschliche Kommunikation. Formen, Störungen, Paradoxien, Huber Verlag, Bern.
96. Balmer, J. (1998), "Corporate identity and the advent of corporate marketing", Journal of Marketing Management, Vol. 1 No. 14, pp. 963-96.