Open AccessRole of internal brand communities in building a strong
Author(s) -
Atul Prashar,
Moutusy Maity
Publication year - 2021
Publication title -
gyan management/gyan management
Language(s) - English
Resource type - Journals
eISSN - 2583-6005
pISSN - 0974-7621
DOI - 10.48165/gm.2021.1527
Subject(s) - brand community , brand management , business , conceptual model , corporate branding , brand identity , internal communications , conceptual framework , brand equity , organizational citizenship behavior , marketing , public relations , sociology , organizational commitment , political science , computer science , social science , database
Internal brand Management is a highly researched field with leadership,effective internal and external brand communication and brand-centered human resource management as its proven antecedents (Chang, Chiang, & Han, 2012), and brand commitment, brand knowledge and brand citizenship behaviours as its key consequences (Burmann & Zeplin, 2005; Löhndorf & Diamantopoulos, 2014). The scant research literature pertaining to the role of internal brand communities in the above equation is highly dispersed (P. R. Devasagayam, Buff, Aurand, Judson, & Judson, 2010). In that direction, the study reviews the literature on internal brand management, brand community dynamics and social identity theory and proposes a conceptual model to show the way employee participation in intra-organisational brand communities impacts their brand commitment. This conceptual model gives an innovative yet organic route of building strong corporate brands within the organisations.