Internal Branding: Social Identity and Social Exchange Perspectives on Turning Employees into Brand Champions

Journal of Service Research

Volumn 17, Issue 3, 2014, Pages 310-325

  Löhndorf, Birgit ^a   Diamantopoulos, Adamantios ^b  

^a VIENNA UNIVERSITY OF ECONOMICS AND BUSINESS   (Austria)

^b UNIVERSITY OF VIENNA   (Austria)

Author keywords

employee brand building behaviors; internal branding; organizational identification; perceived organizational support; service brands

Indexed keywords

EID: 84903378145     PISSN: 10946705     EISSN: 15527379     Source Type: Journal    
DOI: 10.1177/1094670514522098     Document Type: Article

References (66)

1. Aiken Leona S.,West Stephen G.Multiple Regression: Testing and Interpreting Interactions. 1991), Multiple Regression: Testing and Interpreting Interactions, 3rd ed. Newbury Park, CA: Sage.Newbury Park, CA: Sage; 1991:.
2. Allen Natalie J.,John Meyer P."The Measurement and Antecedents of Affective, Continuance and Normative Commitment to the Organization,".Journal of Occupational Psychology. 1990;63 (1): 1-18.
3. Arnett Dennis B.,German Steve D.,Hunt Shelby D."The Identity Salience Model of Relationship Marketing Success: The Case of Nonprofit Marketing,".Journal of Marketing. 2003;67 (2): 89-105.
4. Ashforth Blake E.,Mael Fred."Social Identity Theory and the Organization,".The Academy of Management Review. 1989;14 (1): 20-39.
5. Bagozzi Richard P.,Yi Youjae."On the Evaluation of Structural Equation Models,".Journal of the Academy of Marketing Science. 1988;16 (1): 74-94.
6. Baumgarth Carsten,Schmidt Marco."How Strong is the Business-to-Business Brand in the Workforce? An Empirically-tested Model of Internal Brand Equity' in a Business-to-Business Setting,".Industrial Marketing Management. 2010;39 (8): 1250-1260.
7. Berry Leonard L."Cultivating Service Brand Equity,".Journal of the Academy of Marketing Science. 2000;28 (1): 128-137.
8. Bettencourt Lance A.,Brown Stephen W."Role Stressors and Customer-oriented Boundary-spanning Behaviors in Service Organizations,".Journal of the Academy of Marketing Science. 2003;31 (4): 394-408.
9. Bettencourt Lance A."Customer Voluntary Performance: Customers as Partners in Service Delivery,".Journal of Retailing. 1997;73 (3): 383-406.
10. Bhattacharya C. B.,Sen Sankar."Consumer-Company Identification: A Framework for Understanding Consumers' Relationships with Companies,".Journal of Marketing. 2003;67 (2): 76-88.
11. Blau Peter M.Exchange and Power in Social Life. New York, NY: John Wiley; 1964:.
12. Brewer Marilynn B."The Social Self: On Being the Same and Different at the Same Time,".Personality and Social Psychology Bulletin. 1991;17 (5): 475-482.
13. Burmann Christoph,Zeplin Sabrina."Building Brand Commitment: A Behavioural Approach to Internal Brand Management,".Journal of Brand Management. 2005;12 (4): 279-300.
14. Cable Daniel M.,Scott DeRue D."The Convergent and Discriminant Validity of Subjective Fit Perceptions,".Journal of Applied Psychology. 2002;87 (5): 875-884.
15. Chin Wynne W.,Marcolin Barbara L.,Newsted Peter R."A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic-mail Emotion/Adoption Study,".Information Systems Research. 2003;14 (2): 189-217.
16. Cialdini Robert B.,Borden Richard J.,Thorne Avril,Walker Marcus Randall,Freeman Stephen,Sloan Lloyd Reynolds."Basking in Reflected Glory: Three (Football) Field Studies,".Journal of Personality and Social Psychology. 1976;34 (3): 366-375.
17. Cohen JacobStatistical Power Analysis for the Behavioral Sciences. 1988), Statistical Power Analysis for the Behavioral Sciences, 2nd ed. Hillsdale, NJ: Lawrence Erlbaum.Hillsdale, NJ: Lawrence Erlbaum; 1988:.
18. Day George S."The Capabilities of Market-driven Organizations,".Journal of Marketing. 1994;58 (4): 37-52.
19. De Chernatony,Leslie,Segal-Horn Susan."Building on Services' Characteristics to Develop Successful Services Brands,".Journal of Marketing Management. 2001;17 (7-8): 645-669.
20. Deal Terry E.,Kennedy Allan A.Corporate Culture: The Rites and Rituals of Corporate Life. Harmondsworth, England: Penguin; 1982:.
21. Dukerich Janet M.,Golden Brian R.,Shortell Stephen M."Beauty is in the Eye of the Beholder: The Impact of Organizational Identification, Identity, and Image on the Cooperative Behaviors of Physicians,".Administrative Science Quarterly. 2002;47 (3): 507-533.
22. Dutton Jane E.,Dukerich Janet M.,Harquail Celia V."Organizational Images and Member Identification,".Administrative Science Quarterly. 1994;39 (2): 239-263.
23. Edwards Martin R.,Peccei Riccardo."Perceived Organizational Support, Organizational Identification, and Employee Outcomes: Testing a Simultaneous Multifoci Model,".Journal of Personnel Psychology. 2010;9 (1): 17-26.
24. Eisenberger Robert,Hutchinson Steven,Sowa Debora."Perceived Organizational Support,".Journal of Applied Psychology. 1986;71 (3): 500-507.
25. Ellemers Naomi,Gilder Dick De,Alexander Haslam S."Motivating Individuals and Groups at Work: A Social Identity Perspective on Leadership and Group Performance,".The Academy of Management Review. 2004;29 (3): 459-478.
26. Finkel Steven E.Causal Analysis with Panel Data. Thousand Oaks, CA: Sage; 1995:.
27. Fornell Claes,Larcker David F."Evaluating Structural Equation Models with Unobservable Variables and Measurement Error,".Journal of Marketing Research. 1981;18 (1): 39-50.
28. Gallup (2012), "State of the American Workplace: Employee Engagement Insights for U.S. Business Leaders," (accessed February 4 2014), [available athttp://www.gallup.com/strategicconsulting/163007/state-american-workplace.aspx].
29. George William R."Internal Marketing and Organizational Behavior: A Partnership in Developing Customer-Conscious Employees at Every Level,".Journal of Business Research. 1990;20 (1): 63-70.
30. Gilly Mary C.,Wolfinbarger Mary."Advertising's Internal Audience,".Journal of Marketing. 1998;62 (1): 69-88.
31. Goodhue Dale L.,Lewis William,Thompson Ron."Does PLS Have Advantages for Small Sample Size or Non-normal Data?".MIS Quarterly. 2012;36 (3): 891-1001.
32. Hackman J. Richard,Oldham Greg R."Development of the Job Diagnostic Survey,".Journal of Applied Psychology. 1975;60 (2): 159-170.
33. Henkel Sven,Tomczak Torsten,Heitmann Mark,Herrmann Andreas."Managing Brand Consistent Employee Behaviour: Relevance and Managerial Control of Behavioural Branding,".Journal of Product and Brand Management. 2007;16 (5): 310-320.
34. Henseler Jörg,Ringle Christian M.,Sinkovics Rudolf R."The Use of Partial Least Squares Path Modelling in International Marketing,".Advances in International Marketing. 2009;20:277-319.
35. Hogg Michael A.,Terry Deborah J."Social Identity and Self-categorization Processes in Organizational Contexts,".The Academy of Management Review. 2000;25 (1): 121-140.
36. Homburg Christian,Wieseke Jan,Hoyer Wayne D."Social Identity and the Service-profit Chain,".Journal of Marketing. 2009;73 (3): 38-54.
37. Hughes Douglas E.,Ahearne Michael."Energizing the Reseller's Sales Force: The Power of Brand Identification,".Journal of Marketing. 2010;74 (4): 81-96.
38. Leonardelli Geoffrey J.,Pickett Cynthia L.,Brewer Marilynn B.Advances in Experimental Social Psychology. P. Zanna MarkM. Olson James, ed. New York, NY: Elsevier; 2010:63-113.
39. Lindell Michael K.,Whitney David J."Accounting for Common Method Variance in Cross-sectional Research Designs,".Journal of Applied Psychology. 2001;86 (1): 114-121.
40. Mael Fred,Ashforth Blake E."Alumni and Their Alma Mater: A Partial Test of the Reformulated Model of Organizational Identification,".Journal of Organizational Behavior. 1992;13 (2): 103-123.
41. Malhotra Naresh K.,Kim Sung S.,Patil Ashutosh."Common Method Variance in IS Research: A Comparison of Alternative Approaches and a Reanalysis of Past Research,".Management Science. 2006;52 (12): 1865-1883.
42. Miles Sandra Jeanquart,Mangold Glynn."A Conceptualization of the Employee Branding Process,".Journal of Relationship Marketing. 2004;3 ((2/3)): 65.
43. Morhart Felicitas M.,Herzog Walter,Tomczak Torsten."Brand-specific Leadership: Turning Employees into Brand Champions,".Journal of Marketing. 2009;73 (9): 122-142.
44. Netemeyer Richard G.,Bearden Wiliam O.,Sharma SubhashScaling Procedures: Issues and Applications. Thousand Oakes, CA: Sage; 2003:.
45. Parasuraman A.,Zeithaml Valarie A.,Berry Leonard L."A Conceptual Model of Service Quality and Its Implications for Future Research,".Journal of Marketing. 1985;49 (4): 41-50.
46. Podsakoff Philip M.,MacKenzie Scott B.,Lee Jeong-Yeon,Podsakoff Nathan P."Common Method Biases in Behavioral Research: A Critical Review of the Literature and Recommended Remedies,".Journal of Applied Psychology. 2003;88 (5): 879-903.
47. Pratt Michael G.Identity in Organizations: Building Theory through Conversations. D. A. WhettenP. C. Godfrey, ed. Thousand Oaks, CA: Sage; 1998:171-207.
48. Preacher Kristopher J.,Hayes Andrew F."Asymptotic and Resampling Strategies for Assessing and Comparing Indirect Effects in Multiple Mediator Models,".Behavior Research Methods. 2008;40 (3): 879-891.
49. Punjaisri Khanyapuss,Wilson Alan."Internal Branding Process: Key Mechanisms, Outcomes and Moderating Factors,".European Journal of Marketing. 2011;45 (9-10): 1521-1537.
50. Rhoades Linda,Eisenberger Robert."Perceived Organizational Support: A Review of the Literature,".Journal of Applied Psychology. 2002;87 (4): 698-714.
51. Riketta Michael."Organizational Identification: A Meta-analysis,".Journal of Vocational Behavior. 2005;66 (2): 358-384.
52. RingleChristian MarcWendeSvenWillAlexander (2005), SmartPLS 2.0(beta). (accessed February 4 2014), [available athttp://www.smartpls.de].
53. Rousseau Denise M.,Parks Judy McLeanResearch in Organizational Behavior. Cummings Larry L.Staw Barry M., ed. Greenwich, CT: JAI Press; 1993:1-43.
54. Saxe Robert,Barton Weitz A."The SOCO Scale: A Measure of the Customer Orientation of Salespeople,".Journal of Marketing Research. 1982;19 (3): 343-351.
55. Stoner Jason,Perrewé Pamela L.,Munyon Timothy P."The Role of Identity in Extra-role Behaviors: Development of a Conceptual Model,".Journal of Managerial Psychology. 2011;26 (2): 94-107.
56. Tajfel Henri,Turner John C.Psychology of Intergroup Relations. Steven WorchelWilliam G. Austin, ed. Chicago, IL: Nelson-Hall; 1985:6-24.
57. Tajfel HenriHuman Groups and Social Categories. Cambridge, England: Cambridge University Press; 1981:.
58. Tajfel Henri,Turner John C.Social Psychology of Intergroup Relations. William G. AustinSteven Worchel, ed. Chicago, IL: Nelson; 1979:33-47.
59. Thomas Raymond W.,Soutar Geoffrey N.,Ryan Maria M."The Selling Orientation-Customer Orientation (SOCO) Scale: A Proposed Short Form,".Journal of Personal Selling & Sales Management. 2001;21 (1): 63-69.
60. Turner John C.,Hogg Michael A.,Oakes Penelope J.,Reicher Stephen D.,Wetherell Margaret S.Rediscovering the Social Group: A Self-categorization Theory. Cambridge, MA: Basil Blackwell; 1987:.
61. Van Dick Rolf,Wagner Ulrich,Stellmacher Jost,Christ Oliver."Category Salience and Organizational Identification".Journal of Occupational and Organizational Psychology. 2005;78 (2): 273-85.
62. Van Knippenberg Daan,Van Dick Rolf,Tavares Susana."Social Identity and Social Exchange: Identification, Support, and Withdrawal from the Job,".Journal of Applied Social Psychology. 2007;37 (3): 457-477.
63. Wieseke Jan,Ahearne Michael,Lam Son K.,Dick Rolf Van."The Role of Leaders in Internal Marketing,".Journal of Marketing. 2009;73 (2): 123-145.
64. Wieseke Jan,Ullrich Johannes,Christ Oliver,Dick Rolf Van."Organizational Identification as a Determinant of Customer Orientation in Service Organizations,".Marketing Letters. 2007;18 (4): 265-278.
65. Yaniv Eitan,Farkas Ferenc."The Impact of Person-Organization Fit on the Corporate Brand Perception of Employees and of Customers,".Journal of Change Management. 2005;5 (4): 447-461.
66. Zeithaml Valarie A.,Bitner Mary Jo,Gremler Dwayne D.Services Marketing: Integrating Customer Focus across the Firm. 2013), Services Marketing: Integrating Customer Focus across the Firm, 6th ed. New York, NY: McGraw-Hill.New York, NY: McGraw-Hill; 2013:.