What about context in internal brand management? Understanding employee brand commitment in the public sector

Leijerholt, Ulrika

doi:10.1080/0267257x.2021.1909106

Cited by 6 publications

(4 citation statements)

References 55 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The focus of previous studies on customer attitudes has been based on the fact that a consumer with a more favorable attitude towards private-label products not only has a great intention to purchase but also to buy in larger quantities. Food retail companies must adopt sustainable strategies that lead their consumers to successively purchase products from their brands and must focus on creating a favorable attitude from consumers and creating strong incentives for greater intention to purchase the retailer's own-brand products [24][25][26][27]. To that extent, and in order to implement a commercial strategy to create competitive advantage, they must know the current antecedents of their own brand attitude and loyalty, as well as the impacts and challenges that the COVID-19 pandemic unleashed on consumer behavior relative to their own brand [28][29][30][31].…”

Section: Conclusion Limitations and Next Stepsmentioning

confidence: 99%

Managerial Practices and (Post) Pandemic Consumption of Private Labels: Online and Offline Retail Perspective in a Portuguese Context

et al. 2022

View full text Add to dashboard Cite

Currently, given the different dynamics of competition, food retailers are increasingly betting on private labels as a strategy of differentiation and retention of competitive advantages. To this extent, this study aims to assess the antecedents of the purchase intention of food retailers’ private labels, as well as to understand the managerial practices and (post) pandemic consumption retail perspective in a Portuguese context. The results obtained, through a quantitative analysis by means of multiple linear regressions, on a random sample of customers (n = 300) indicate that customer satisfaction and attitude towards his/her own brand are quite favourable, as demonstrated by the existence of a high loyalty to his/her own brand. Additionally, they reveal that the purchase experience, the private-label image, the perceived risk, and the COVID-19 pandemic are prior attitudes towards the private label and its mediation in the purchase intention and recommendation of its products. Finally, loyalty to the private label, store satisfaction and, through these, also the shopping experience were confirmed as determinants of loyalty. These results provide insights to food retailers on aspects to be improved and considered in the design of commercial strategies that promote the intention to purchase private-label products and that win and retain customers and achieve competitive advantages and profitability. Regarding the COVID-19 pandemic, the study reveals that some consumers changed their purchasing patterns, choosing to buy more private-label products at this stage.

show abstract

Section: Conclusion Limitations and Next Stepsmentioning

confidence: 99%

Managerial Practices and (Post) Pandemic Consumption of Private Labels: Online and Offline Retail Perspective in a Portuguese Context

et al. 2022

View full text Add to dashboard Cite

show abstract

“…According to the contemporary view, internal branding incorporates organizational efforts devoted “to enable employees to consistently co-create brand value with multiple stakeholders” (Saleem and Iglesias 2016 , p. 50). The findings of previous studies demonstrate that successful internal branding can positively influence attitudes of employees towards an organizational brand, as well as affect their behavioural intentions (Burmann and Zeplin 2005 ; King and Grace 2008 ; Foster et al 2010 ; Boukis and Christodoulides 2020 ; Carlini and Grace 2021 ; Leijerholt 2021 ). Consequently, a strong internal brand can support the implementation of corporate programmes (Ahmed and Rafiq 2003 ), increase the quality of brand–consumer relationships (Burmann et al 2009 ), improve financial performance (Tuominen et al 2016 ), and facilitate the development of competitive advantage (Gapp and Merrilees 2006 ), among other benefits.…”

Section: Theoretical Frameworkmentioning

confidence: 95%

Organizational resilience and internal branding: investigating the effects triggered by self-service technology

Biedenbach

Hultén

et al. 2022

J Brand Manag

View full text Add to dashboard Cite

The majority of studies on internal brand equity examine its various dimensions and relationships between them. While prior research specifies organizational practices relevant for successful internal branding, the insights about the impact of essential organizational factors on internal brand equity are still limited. This study focuses on organizational resilience that is vital for the existence of organizations not only during a crisis, but also during everyday operations. The main purpose of this study is to investigate the impact of organizational resilience on internal brand equity considering the effects triggered by self-service technology (SST) in retailing. Since retailing had been significantly transformed by technological innovations over the past decade, we explore the effects of employees’ perceptions about performance of SST. The results of a survey conducted among retail employees in Sweden demonstrate that organizational resilience and employees’ perceptions about technological innovations are critical for enhancing internal brand equity, which includes brand orientation, internal brand knowledge, internal brand involvement, and internal brand commitment.

show abstract

“…[49,50,53] 1.1.5. The Knowledge Gap and Research Questions Retailers must adopt a sustainable strategy to guide customers to become loyal [24] and create strong differentiations and a greater willingness to buy their products [66][67][68][69]. To this extent, in order to implement business strategies to create a competitive advantage, special attention must be paid to the benefits and consequences of a frontline salesperson's service attitude and to customer loyalty.…”

Section: Sinceritymentioning

confidence: 99%

Are Customers Always Right? The Importance of Sincerity and Keenness in Creating Retail Sustainable Development

Huang

2023

Sustainability

View full text Add to dashboard Cite

In recent years, sustainability has become one of the essential elements of corporate management. There are many ways retailers can influence and develop a sustainable environment. The Taiwanese retail sector accounts for 10% of GDP. The capital city Taipei has the world’s highest department store density (per capita). This study encapsulates retail expertise to generate ten dimensions from 46 retail service quality scale indicators: SNAKE ROSES. The study first adopts qualitative analysis by conducting semi-structured interviews with five experts in the industry. Fifteen Delphi technique experts were then consulted for both qualitative and quantitative analysis of the indicators. Based on the Analytic Hierarchy Process (AHP), the most important aspects of customer service were ranked. The study shows that service quality dimensions are Sincerity, Neatness, Attentiveness, Keenness, Empathy, Reliability, Optimism, Steadfastness, Expertise, and Store Policy. Sincerity and Keenness are the most crucial globally. Although numerous researchers have examined the broader topic of perceived service quality, studies have yet to explore the critical role of Eastern culture, and therefore this study introduces an innovative framework. Implications include a conceptual framework for the key factors influencing customer satisfaction, one of the most critical dimensions of perceived service quality and customer satisfaction in the Taiwanese retail industry. A specification for retailers is delivered, intending to improve their sustainability strategies.

show abstract

What about context in internal brand management? Understanding employee brand commitment in the public sector

Cited by 6 publications

References 55 publications

Managerial Practices and (Post) Pandemic Consumption of Private Labels: Online and Offline Retail Perspective in a Portuguese Context

Managerial Practices and (Post) Pandemic Consumption of Private Labels: Online and Offline Retail Perspective in a Portuguese Context

Organizational resilience and internal branding: investigating the effects triggered by self-service technology

Are Customers Always Right? The Importance of Sincerity and Keenness in Creating Retail Sustainable Development

Contact Info

Product

Resources

About