2017 - Franco Angeli
Article
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Internal Branding and Employee Brand Consistent Behaviours : the Role of Enablement-Oriented Communication
121-139 p.
- Employee behaviours conveying brand values, named brand consistent behaviours, affect the overall brand evaluation. Internal branding literature highlights a knowledge gap in terms of communication practices intended to sustain such behaviours. This study contributes to the development of a non-normative and constitutive approach to internal branding by proposing an enablement-oriented communication approach. The conceptual background presents a holistic model of the inside-out process of brand building. This model adopts a theoretical approach to internal branding as a non-normative practice that facilitates constitutive processes. In particular, the paper places emphasis on the role and kinds of communication practices as a central part of the non-normative and constitutive internal branding process.
- The paper also discusses an empirical study based on interviews with 32 Italian and American communication managers and 2 focus groups with Italian communication managers. Findings show that, in order to enhance employee brand consistent behaviours, the most effective communication practices are those characterised as enablement-oriented. Such a communication creates the organizational conditions adequate to sustain employee discretionary and extra-role brand consistent behaviours. [Publisher's Text].
Is part of
Mercati e competitività : 1, 2017-
Information
ISSN: 1972-4861
KEYWORDS
- Internal branding, employee behaviours, brand consistent behaviours, employee enablement, constitutive approach, internal communication
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- Reviews
- Referee 2016