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

Oriol Iglesias Bedós, Fathima Saleem

Producción científica: Contribución a una conferenciaContribución

Resumen

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 originalInglés
EstadoPublicada - 5 abr 2011
Evento7th Global Brand Conference 2011 -
Duración: 4 abr 20117 abr 2011

Conferencia

Conferencia7th Global Brand Conference 2011
Período4/04/117/04/11

Huella

Profundice en los temas de investigación de 'Virtual internal brand communities: Exploring the types, motivations and outcomes'. En conjunto forman una huella única.

Citar esto