Living the Brand in the Public Sector: Internal Branding's Effect on Aligning a Local Authority's Employees with its Brand Identity

Vignesh Yoganathan

Research output: Contribution to conferencePaperpeer-review

Abstract

The pivotal role of employees in creating and sustaining an organisation's brand identity has led to a growing interest in Internal Branding (IB), which aims to achieve brand-oriented employee attitudes & behaviour that reinforce the brand identity. Holistic models of internal brand management comprising IB and its consequences have been empirically validated in prior studies. However, no studies have yet considered line management input as part of IB, or IB's influence on an organisation's brand identity. The current study seeks to address these two areas of deficit in the extant literature. Accordingly, a questionnaire-survey of randomly chosen employees in a large UK local authority is used to investigate if IB has a positive effect on brand-oriented employee attitudes and behaviour. The mediating role of the organisation's brand identity in IB's ability to achieve brand-oriented employee attitudes and behaviour is also investigated. The main survey is currently underway.
Original languageEnglish
Publication statusPublished - 8 Jul 2013
EventAcademy of Marketing Annual Conference 2013: Marketing Relevance - Cardiff
Duration: 8 Jul 201311 Jul 2013
http://https://www.academyofmarketing.org/conference-2013/2013
http://https://www.academyofmarketing.org/

Conference

ConferenceAcademy of Marketing Annual Conference 2013: Marketing Relevance
Period8/07/1311/07/13
Internet address

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