scholarly journals The Role of Brand Commitment in the Retail Sector: The Relation with Open Innovation

2021 ◽  
Vol 7 (2) ◽  
pp. 154
Author(s):  
Jose Ribamar Siqueira ◽  
Nathalie Peña-García ◽  
Enrique ter Horst ◽  
German Molina ◽  
Monica Villamil
Keyword(s):  
Positive Impact ◽  
Emerging Market ◽  
Active Role ◽  
Brand Identity ◽  
Valuable Insight ◽  
Retail Sector ◽  
Role Clarity ◽  
Brand Commitment ◽  
Corporate Brand ◽  
Corporate Brand Identity

Firm–employee relationships are a prerequisite for customer–firm relationships and, consequently, to organizational success. The development of such relationships can be particularly challenging for retailers because of the complexity of the service component inherent to the environment in which they usually operate. For this reason, organizations need to align employee behaviors with the corporate brand promise so that they can perform a more active role as brand ambassadors. This issue becomes even more complex for organizations with a presence in foreign markets. This study focuses on how the adoption of in-role branding behavior by front-line employees (FLEs) can be influenced by the level of commitment FLEs display towards the corporate brand and how commitment is consequently influenced by corporate brand identity and corporate brand identity FLES’ perception of their role within the organization. The object of the study was the employees of Falabella, a multinational retailer based in Chile with a strong presence in the Colombian market. Results obtained demonstrate that brand commitment positively and significantly impacts FLE brand-oriented behavior in the retail context examined. More specifically, brand identity and role clarity positively impact brand commitment, leading to a positive impact on FLE brand behavior and job satisfaction. The results of this study offer valuable insight for scholars and practitioners regarding employee brand behavior’s engendering process within a retail environment in an emerging market.

scholarly journals Corporate brand identity co-creation in business-to-business contexts

2020 ◽  
Vol 85 ◽  
pp. 32-43 ◽  
Author(s):  
Oriol Iglesias ◽  
Polina Landgraf ◽  
Nicholas Ind ◽  
Stefan Markovic ◽  
Nikolina Koporcic
Keyword(s):  
Brand Identity ◽  
Corporate Brand ◽  
Corporate Brand Identity ◽  
Business To Business

scholarly journals An exploratory Q study of corporate brand identity elements governing corporate brand image formation

2019 ◽  
Vol 18 (3) ◽  
pp. 119-141 ◽  
Author(s):  
C Le Roux ◽  
C Du Plessis
Keyword(s):  
Q Methodology ◽  
Brand Image ◽  
Theoretical Perspective ◽  
Image Formation ◽  
Corporate Identity ◽  
Brand Identity ◽  
Strategic Positioning ◽  
Corporate Brand ◽  
Corporate Brand Identity ◽  
Identity Elements

12Because of the growing demands on businesses to distinguish themselves from competitors, corporate brand identity and image are considered to be fundamental in enhancing the visibility and credibility of a business. This study identifi ed the perceptions of South African businesses across various industries of corporate brand identity elements that govern corporate brand image formation. In doing so, a theoretical perspective was adopted that borrows from both marketing communication and corporate communication theories. Firstly, the corporate brand identity elements deemed signifi cant in corporate brand image formation were identified from earlier literature and research. Secondly, Q methodology was used to categorise the variety and span of subjective opinion on those corporate identity elements deemed significant for corporate brand image formation. Finally, the dominant perceptions of the factors that govern corporate brand image formation were isolated through Q factor analysis. Seven richly diverse factors were derived, reflecting the most salient perceptions on the topic, namely trustworthiness of the brand, creative marketing, effective management and administration, stability through business innovation, customer satisfaction, effective integrated communication and strategic positioning of the brand.

scholarly journals CORPORATE BRAND IDENTITY AND SERVICE QUALITY IN HIGHER EDUCATION MANAGEMENT

2019 ◽  
Vol 20 (2) ◽  
pp. 45-59
Author(s):  
Olufunke Patricia Adebayo ◽  
Oladele Joseph Kehinde ◽  
Olaleke Oluseye Ogunnaike ◽  
Oluwatoyin Deborah Adesanya ◽  
Olusegun Peter Olaoye
Keyword(s):  
Higher Education ◽  
Service Quality ◽  
Brand Identity ◽  
Higher Education Management ◽  
Corporate Brand ◽  
Education Management ◽  
Corporate Brand Identity ◽  
Quality In Higher Education

Corporate brand identity

2021 ◽  
pp. 169-180
Author(s):  
Maria Teresa Cuomo ◽  
Cinzia Genovino ◽  
Debora Tortora ◽  
Alex Giordano
Keyword(s):  
Brand Identity ◽  
Corporate Brand ◽  
Corporate Brand Identity

Corporate brand identity and employee brand citizenship behaviour: A conceptual framework

2019 ◽  
Vol 19 (1) ◽  
pp. 51-84
Author(s):  
Hasan Gilani
Keyword(s):  
Conceptual Framework ◽  
Conceptual Model ◽  
Services Marketing ◽  
Corporate Identity ◽  
Internal Communication ◽  
Brand Identity ◽  
Corporate Brand ◽  
Corporate Brand Identity ◽  
The Impact ◽  
Brand Citizenship Behaviour

This research paper aims to explore and identify the impact of corporate identity on brand citizenship behaviour within retail organisations. The study analyses the influence of corporate identity of an organisation, and more particularly on the employees' desire to engage in brand supporting behaviours. Relationships were identified between corporate identity, internal communication and composites of employee perception of corporate identity - resulting as determining influences on employee behaviour intentions. These relationships are presented as a conceptual model that depicts the influence of corporate identity on employee brand citizenship behaviours. The study makes contributions to the employee branding, services marketing, and organisational citizenship literature, but its main contribution is to extend the corporate identity literature into a new area of employee behaviour through internal communication.

scholarly journals Corporate brand identity measurement - an application to the services sector

2016 ◽  
Vol 20 (2) ◽  
pp. 214
Author(s):  
Teresa Barros ◽  
F. Vitorino Martins ◽  
Hortênsia Gouveia Barandas
Keyword(s):  
Brand Identity ◽  
Corporate Brand ◽  
Services Sector ◽  
Corporate Brand Identity

Developing Corporate Brand Identity

2018 ◽  
pp. 29-51
Author(s):  
Kalle Joukanen ◽  
Tette Niinimäki ◽  
Jesper Sundell
Keyword(s):  
Brand Identity ◽  
Corporate Brand ◽  
Corporate Brand Identity
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