Internal brand co-creation: The experiential brand meaning cycle in higher education

DEAN, Dianne, ARROYO-GAMEZ, Ramon E, PUNJAISRI, Khanyapuss and PICH, Christopher (2016). Internal brand co-creation: The experiential brand meaning cycle in higher education. Journal of business research, 69 (8), 3041-3048. [Article]

Documents
23823:528380
[thumbnail of Dean-InternalBrandCoCreation(AM).pdf]
Preview
PDF
Dean-InternalBrandCoCreation(AM).pdf - Accepted Version
Available under License Creative Commons Attribution Non-commercial No Derivatives.

Download (775kB) | Preview
Abstract
Higher education (HE) institutions need to adapt to the global environment but the complex nature of HE highlights the role of marketing and the internal market in realizing the brand identity, creating a challenge for developing a shared brand meaning. This research explores how employees co-create brand meaning through their brand experiences and social interactions with management, colleagues and customers. Using a phenomenological approach, the findings highlight that brand meaning commences from historical, superficial brand interactions. Employees then develop brand meaning further through a series of brand interactions and social interactions. Bridging the internal branding and the co-creation literature, this study conceptualizes the evolving, co-created nature of employees’ brand meaning in the experiential brand meaning cycle. This study extends Iglesias and Bonet’s (2012) work and illustrates the function of employees as readers and authors of brand meaning, emphasizing the crucial role of brand co-creation in guiding employees’ brand promise delivery.
More Information
Statistics

Downloads

Downloads per month over past year

Metrics

Altmetric Badge

Dimensions Badge

Share
Add to AnyAdd to TwitterAdd to FacebookAdd to LinkedinAdd to PinterestAdd to Email

Actions (login required)

View Item View Item