کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1001456 | 937204 | 2013 | 14 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
The role of social interactions in building internal corporate brands: Implications for sustainability
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کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
کسب و کار و مدیریت بین المللی
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چکیده انگلیسی
This article examines internal brand building, which is defined as the alignment of a corporation and employees around a brand. The notion of social interactions may provide a valuable perspective on brand-related interactive space, in which top management communicates brand-related information to employees and employees share brand-related information. Depth interviews, observations, and documentary analysis reveal how a social interaction-based, internal, brand-building process influences employees’ actions and perceptions of the branded environment. Social interactions might generate brand commitment and shared brand beliefs in certain conditions. These findings have key implications for sustainability.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of World Business - Volume 48, Issue 3, July 2013, Pages 297–310
Journal: Journal of World Business - Volume 48, Issue 3, July 2013, Pages 297–310
نویسندگان
Christine Vallaster, Adam Lindgreen,