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

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.