Advertisement

Journal of Brand Management

, Volume 16, Issue 4, pp 264–284 | Cite as

Key determinants of internal brand management success: An exploratory empirical analysis

Paper

Abstract

This paper presents explorative, empirical data as a first step towards testing the holistic model of internal brand management previously developed by the authors. Based on the premise of identity-oriented branding, the authors statistically examine the factors behind the three key concepts of their internal brand management model: brand commitment, brand citizenship behaviour and the brand–customer relationship. The empirical analysis builds on three data sets examining six industry sectors. The three samples were generated by means of surveys of customers, employees and marketing professionals responsible for internal brand management. The results of the statistical analysis reveal the extent to which the hypothesised determinants and causal links between brand commitment, brand citizenship behaviour and brand strength (defined as the degree of behavioural relevance of the brand) hold: The hypothesised causal link between brand commitment and brand citizenship behaviour was empirically validated, whereas the purported relationship between brand citizenship behaviour and brand strength could be shown in tendency. Its causal link could not conclusively be proven as the size of the sample proved to be too small. The hypothesised constituents of brand commitment and brand citizenship behaviour, however, required substantial modification on the basis of the empirical evidence and hence require further empirical testing with a new data set.

Keywords

internal branding brand identity brand commitment brand citizenship behaviour brand–customer relationship brand strength 

References

  1. Aaker, D. A. (1996) ‘Building Strong Brands’, Simon & Schuster, New York, p. 69ff.Google Scholar
  2. Kapferer, J. -N. (1992) ‘Die Marke—Kapital des Unternehmens’, Moderne Industrie, Landsberg/Lech.Google Scholar
  3. Keller, K. L. (1992) ‘Managing brands for the long run: Brand reinforcement and revitalization strategies’, California Management Review, Vol. 41, No. 3, pp. 102–124.CrossRefGoogle Scholar
  4. Meffert, H. and Burmann, C. (2002) ‘Theoretisches Grundkonzept der identitätsorientierten Markenführung’, in Meffert, H., Burmann, C. and Koers, M. (eds) ‘Markenmanagement: Grundfragen der identitätsorientierten Markenführung’, Gabler Verlag, Wiesbaden, pp. 35–72.Google Scholar
  5. Aaker, D. A. (1996) ‘Building Strong Brands’, Simon & Schuster, New York, p. 175ff.Google Scholar
  6. Brexendorf, T. O. and Tomczak, T. (2004) ‘Interne Markenführung’, in Albers, S., Tomczak, T. and Hassmann, V. (eds) ‘Verkauf—Kundenmanagement, Vertriebssteuerung, E-Commerce, Digitale Fachbibliothek, Sektion 03.15 Personal und Führung’, Symposion, Düsseldorf.Google Scholar
  7. Wittke-Kothe, C. (2001) ‘Interne Markenführung: Verankerung der Markenidentität im Mitarbeiterverhalten’, Gabler Verlag, Wiesbaden.Google Scholar
  8. Vallaster, C. and de Chernatony, L. (2005) ‘Internationalisation of service brands: The role of leadership during the internal brand building process’, Journal of Marketing Management, Vol. 21, No. 1/2, pp. 181–203.CrossRefGoogle Scholar
  9. Burmann, C. and Zeplin, S. (2005) ‘Building brand commitment: A behavioural approach to internal brand management’, Journal of Brand Management, Vol. 12, No. 4, pp. 279–300.CrossRefGoogle Scholar
  10. Selnes, F. (1998) ‘Antecedents and consequences of trust and satisfaction in buyer–seller relationships’, European Journal of Marketing, Vol. 32, No. 3/4, p. 305.CrossRefGoogle Scholar
  11. Müller, S. and Wünschmann, S. (2004) ‘Markenvertrauen :Aktueller Stand der Forschung und empirische Untersuchung am Beispiel der Automobilbranche’, ARbeitspapier, Lehrstuhl für Marketing der TU Dresden.Google Scholar
  12. Aaker, J. L. (1997) ‘Dimensions of brand personality’, Journal of Marketing Research, Vol. 34 (August) pp. 347–356.CrossRefGoogle Scholar
  13. Bortz, J. (1999) ‘Statistik für Sozialwissenschaftler’, 5th edn, Springer-Verlag GMBH, Berlin.Google Scholar
  14. Scheffler, H. (2000) ‘Stichprobenbildung und Datenerhebung’, in Herrmann, A. and Homburg, C. (eds) ‘Marktforschung: Methoden, Anwendungen, Praxisbeispiele’, 2nd edn, Dr Th Gabler Verlag, Wiesbaden.Google Scholar
  15. Boomsma, A. (1983) ‘On the robustness of LISREL (maximum likelihood estimation) against small sample size and non-normality’, Rijkuniversiteit, Groningen.Google Scholar
  16. Hair, J. F., Anderson, R. E., Tatham, R. L. and Black, W. C. (1992) ‘Multivariate Analysis with Readings’, 3rd edn, Macmillan, New York, p. 444.Google Scholar
  17. MCA Communicates. (1999) ‘The Brand Ambassador Benchmark: A Survey of Staff Attitudes and Behaviours and their Impact on Customer Loyalty’, Management Consultancies Association, London.Google Scholar
  18. Peccei, R. and Rosenthal, P. (2001) ‘Delivering customer oriented behaviour through empowerment: An empirical test of HRM assumptions’, Journal of Management Studies, Vol. 38, No. 6, pp. 831–857.CrossRefGoogle Scholar
  19. Chaudhury, A. and Holbrook, M. B. (2001) ‘The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty’, Journal of Marketing, Vol. 65, No. 2, p. 81.CrossRefGoogle Scholar
  20. Delgado-Ballester, E. (2004) ‘Applicability of a brand trust scale across product categories’, European Journal of Marketing, Vol. 38, No. 5/6, pp. 573–592.CrossRefGoogle Scholar
  21. Delgado-Ballester, E. and Munuera-Aleman, J. L. (2001) ‘Brand trust in the context of consumer loyalty’, European Journal of Marketing, Vol. 35, No. 11/12, p. 1238.CrossRefGoogle Scholar
  22. Garbarino, E. and Johnson, M. S. (1999) ‘The different roles of satisfaction, trust and commitment in consumer relationships’, Journal of Marketing, Vol. 63, No. 2, pp. 70–87.CrossRefGoogle Scholar
  23. Hess, J. S. (1995) ‘Construction and assessment of a scale to measure consumer trust’, in Stern, B.B. (ed.) ‘Enhancing Knowledge Development in Marketing’, American Marketing Association, Chicago, IL, Vol. 6, pp. 20–38.Google Scholar
  24. Morgan, R. M. and Hunt, S. D. (1994) ‘The commitment–trust theory of relationship marketing’, Journal of Marketing, Vol. 58, pp. 20–38.CrossRefGoogle Scholar
  25. Sirdeshmukh, D., Singh, J. and Sabol, B. (2002) ‘Consumer trust, value and loyalty in relational exchanges’, Journal of Marketing, Vol. 66, No. 1, pp. 15–37.CrossRefGoogle Scholar
  26. Nguyen, N. and Leblanc, G. (2002) ‘Contact personnel, physical environment and the perceived corporate image of intangible services by new clients’, International Journal of Service Industry Management, Vol. 13, No. 3, pp. 242–262.CrossRefGoogle Scholar
  27. Bortz, J. (1999) ‘Statistik für Sozialwissenschaftler’, 5th edn, Springer-Verlag GMBH, Berlin, p. 449.Google Scholar
  28. Hair, J. F., Anderson, R. E., Tatham, R. L. and Black, W. C. (1992) ‘Multivariate Analysis with Readings’, 3rd edn, Macmillan, New York, p. 46.Google Scholar
  29. For further details of the statistical analysis on this point, see Zeplin, S. (2006) ‘Innengerichtetes identitätsbasiertes Markenmanagement’, Gabler Edition, Wissenschaft, Wiesbaden, p. 223.Google Scholar
  30. Sutton, C. D. and Harrison, A. W. (1993) ‘Validity assessment of compliance, identification, and internalisation’, Educational & Psychological Measurement, Vol. 53, No. 1, pp. 217–223.CrossRefGoogle Scholar
  31. Caldwell, D. F., Chatman, J. A. and O’Reilly, C. A. (1990) ‘Building organizational commitment: A multifirm study’, Journal of Occupational Psychology, Vol. 63, No. 3, pp. 71–93.CrossRefGoogle Scholar
  32. Vodafone UK. (17th July, 2006) The full report can be downloaded from www.vodafone.co.uk/workingnation.

Copyright information

© Palgrave Macmillan 2008

Authors and Affiliations

  • Christoph Burmann
    • 1
  • Sabrina Zeplin
    • 1
  • Nicola Riley
    • 1
  1. 1.University of Bremen, Chair of Innovative Brand ManagementBremenGermany

Personalised recommendations