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

Yoganathan, Vignesh (2013) Living the Brand in the Public Sector: Internal Branding's Effect on Aligning a Local Authority's Employees with its Brand Identity. In: Academy of Marketing Annual Conference 2013: Marketing Relevance, 8-11 July 2013, Cardiff, Wales.

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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.

Item Type: Conference or Workshop Item (Paper)
Subjects: N100 Business studies
N500 Marketing
Department: Faculties > Business and Law > Newcastle Business School > Business and Management
Related URLs:
Depositing User: Becky Skoyles
Date Deposited: 07 Nov 2014 09:03
Last Modified: 10 Aug 2015 10:56
URI: http://nrl.northumbria.ac.uk/id/eprint/17978

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