Understanding employee behaviours is a growing concern in all kinds of companies and across disciplines because such behaviours are critical determinants of organizational success. This article elaborates on the concept of behavioural branding, which refers to employee behav- iours that convey brand consistent meaning during the interaction with customers. It reviews the literature from marketing, management and communication about behavioural branding and its antecedents, medi- ating variables and consequences. Based on this framework the article fills a knowledge gap by proposing a holistic model of the inside-out brand building process. This model offers a comprehensive view of the entire process and contributes to increase the awareness of researchers and managers about the complex interdependencies of people, con- structs, and managerial levers involved. The article concludes with a reflection on the management impli- cations for promoting employee brand consistent behaviours, and with avenues for future qualitative and quantitative research aimed to verify the model, its constructs and related measures.

A holistic model of behavioural branding: The role of employee behaviours and internal branding, 2015-08.

A holistic model of behavioural branding: The role of employee behaviours and internal branding

MAZZEI, ALESSANDRA;RAVAZZANI , SILVIA
2015-08-01

Abstract

Understanding employee behaviours is a growing concern in all kinds of companies and across disciplines because such behaviours are critical determinants of organizational success. This article elaborates on the concept of behavioural branding, which refers to employee behav- iours that convey brand consistent meaning during the interaction with customers. It reviews the literature from marketing, management and communication about behavioural branding and its antecedents, medi- ating variables and consequences. Based on this framework the article fills a knowledge gap by proposing a holistic model of the inside-out brand building process. This model offers a comprehensive view of the entire process and contributes to increase the awareness of researchers and managers about the complex interdependencies of people, con- structs, and managerial levers involved. The article concludes with a reflection on the management impli- cations for promoting employee brand consistent behaviours, and with avenues for future qualitative and quantitative research aimed to verify the model, its constructs and related measures.
Inglese
ago-2015
https://www.rivisteweb.it/doi/10.1431/80828
il Mulino
24
2
239
262
13
Italy
internazionale
esperti anonimi
senza ISI Impact Factor
A stampa
Settore SECS-P/08 - Economia e Gestione delle Imprese
La rivista è presente in: RePEc, ERIH Plus, JournalSeek, Essper, Catalogo italiano dei periodici (ACNP), Google Scholar; è una rivista accreditata AIDEA.
2
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10808/12694
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