Virtual internal brand communities: Exploring the types, motivations and outcomes

Oriol Iglesias Bedós, Fathima Saleem

Producció científica: Contribució a una conferènciaContribució

Resum

Recently, emphasis has been placed on internally branding employees to facilitate the consistent delivery of brand promise to stakeholders. The literature covers parts of internal branding; however internal brand communities have received little attention. This paper creates a typology of virtual internal brand communities (VIBC), and explores employees' motivations to join VIBCs, and the consequent attitudinal and behavioural outcomes. The authors use case study methodology including in-depth interviews, and netography, in a global airline brand. This study addresses a gap in the literature, and is relevant to current practice, especially in a global environment with dispersed employees.
Idioma originalAnglès
Estat de la publicacióPublicada - 5 d’abr. 2011
Esdeveniment7th Global Brand Conference 2011 -
Durada: 4 d’abr. 20117 d’abr. 2011

Conferència

Conferència7th Global Brand Conference 2011
Període4/04/117/04/11

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