Dinamic Capabilities and B2B Branding in Industrial Markets

Employees are becoming essential for successful brand building as they can either strengthen or weaken the brand. In this article we explore the impact of brand-oriented leadership of top managers on employees. The main purpose is to investigate the importnant mechanism behind internal branding process that elicits employees' brand cognitions, perceptions and attitudes. A quantitative study was conducted, with 226 employees from an international hotel chain participating. Our findings show that brand-oriented leadership of top management positively influences employee brand knowledge and employee-brand fit. In addition, brand-oriented leadership, employee brand knowledge and employee-brand fit are found as significant predictors of employees' affective brand commitment.

The Role of Brand-Oriented Leadership of Top Management during Internal Branding Process

Bringing the Brand to Life - The Relevance and Managerial Control of Behavioral Branding

In the business-to-business sector, employees are playing a pivotal role in the success of corporate brands. Thus, measuring the internal brand equity in service industries can significantly highlight the potential role of the workforce in internal and external brand performance. To this end, 105 service firms were examined and empirical data was provided by a sample of 533 industrial workers and 208 managers, which was then analyzed. The main conclusions of this research lead us to confirm the positive relationship between determinants of internal brand equity and its influence on building strong internal and external brand equity. Conclusions are drawn for management practice and future research. Classification- JEL:

Sara Moghaddam Tabar

Papers

Measuring Internal Brand Equity In B2b Service Industries In Iran