| 1. |
- Biedenbach, Galina, et al.
(författare)
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Co-creating conscientious corporate brands inside-out through values-driven branding
- 2022
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Ingår i: The Routledge companion to corporate branding. - Abingdon : Routledge. - 9781003035749 - 9780367476632 - 9781032252599 ; , s. 480-495
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Bokkapitel (refereegranskat)abstract
- Contemporary corporate branding embraces the principles of conscientious brand management, which highlight the engagement of multiple stakeholders in the co-creation of a corporate brand with a transformative purpose. The chapter explores how conscientious corporate brands can be co-created inside-out through values-driven branding. The chapter provides insights about the opportunities and challenges related to establishing a conscientious organization and to implementing values-driven branding. The chapter explains how organizations can commit to internal branding with a conscience and build a conscientious corporate brand inside-out. The chapter introduces a novel categorization of corporate brands based on a conscience, which includes (1) a spiritual corporate brand, (2) a hypocritical corporate brand, (3) a toxic corporate brand, and (4) a destructive corporate brand. The chapter provides an illustrative practical case demonstrating how an organization can make a long-term commitment to building continuously its conscientious brand inside-out by engaging, inspiring, and empowering employees. The chapter calls for the increased efforts by practitioners and researchers that are needed for building conscientious corporate brands, which have the potential to increase the common good and to contribute to a sustainable future.
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| 2. |
- Biedenbach, Galina, et al.
(författare)
-
Employee-based brand equity and performance of self-service technologies: Examining the impact of individual and organizational resilience
- 2019
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Konferensbidrag (refereegranskat)abstract
- The purpose of this study is to examine the impact of individual and organizational resilience on perceptions of employees about the performance of self-service technologies (SSTs) and determinants of employee-based brand equity in a retailing context. The data was collected by distributing an online survey among employees of grocery stores and chains in Sweden, who were members of a panel of one large marketing research organization. The data was analyzed by using structural equation modeling. The findings advance research on internal branding by demonstrating the relevance of considering individual and organizational resilience, as well as perceptions of employees about technological innovations, such as SSTs, in the development and implementation of internal branding strategies. The study contributes to research and managerial practice by adopting an employee perspective and examining the impact of employees’ perceptions about technological innovations and resilience, which are found to be critical for enhancing employee-based brand equity.
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| 3. |
- Biedenbach, Galina, et al.
(författare)
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Internal brand citizenship in omni-channel retailing: Investigating the impact of self-service technologies
- 2018
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Konferensbidrag (refereegranskat)abstract
- The main purpose of this study is to investigate the impact of internal branding and self-service technologies on work meaningfulness and internal brand commitment in the context of omni-channel retailing. The findings confirm significant positive effects between the factors of internal brand citizenship.The study demonstrates significant effects of employees’ perceptions about self-service technologies and customers on work meaningfulness and internal brand commitment. The study advances the current state of knowledge on internal branding and retailing by investigating the effects of technological innovations on internal brand citizenship. The study contributes to managerial practice by providing practical recommendations on how companies can effectively use self-service technologies to enhance employees’ work meaningfulness and internal brand commitment, as well as to increase the value of the corporate brand and employer attractiveness.
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| 4. |
- Biedenbach, Galina, et al.
(författare)
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Organizational resilience and internal branding: investigating the effects triggered by self-service technology
- 2022
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Ingår i: Journal of Brand Management. - : Springer Science and Business Media LLC. - 1479-1803 .- 1350-231X. ; 29:4, s. 420-433
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Tidskriftsartikel (refereegranskat)abstract
- The majority of studies on internal brand equity examine its various dimensions and relationships between them. While prior research specifes organizational practices relevant for successful internal branding, the insights about the impact of essential organizational factors on internal brand equity are still limited. This study focuses on organizational resilience that is vital for the existence of organizations not only during a crisis, but also during everyday operations. The main purpose of this study is to investigate the impact of organizational resilience on internal brand equity considering the efects triggered by self-service technology (SST) in retailing. Since retailing had been signifcantly transformed by technological innovations over the past decade, we explore the efects of employees’ perceptions about performance of SST. The results of a survey conducted among retail employees in Sweden demonstrate that organizational resilience and employees’ perceptions about technological innovations are critical for enhancing internal brand equity, which includes brand orientation, internal brand knowledge, internal brand involvement, and internal brand commitment.
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| 5. |
- Biedenbach, Galina, et al.
(författare)
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A data-driven lab in the context of open data : opportunities and challenges for a sustainable business model
- 2018
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Rapport (övrigt vetenskapligt/konstnärligt)abstract
- The report investigates theoretical and practical perspectives on sustainable business models in the context of open data. The main purposes of this report are (1) to investigate the opportunities and challenges for establishing a regional data-driven lab in the context of open data, and (2) to explore the possibility of developing a sustainable business model for a data-driven lab in Umeå (Västerbotten). The report examines conceptualizations of open data that initially emerged in the public sector and highlights the requirements open data are expected to comply with. The report identifies several types and categories of open data, which can be used to provide a variety of benefits for the public and private sectors, stimulate data-driven innovation, and enhance public value. In addition, the report acknowledges the barriers to the publishing and re-use of open data. The review of contextual conditions includes prominent examples of international, regional, and national initiatives for stimulating practical activities and policy-making in the context of open data. Furthermore, the report addresses different theoretical perspectives on how to conceptualize business models, ranging from presenting a company’s organization and its strategic view to emphasizing the elements required for creating, delivering, and capturing value in a specific context. The report elaborates upon the capacities of sustainable business models to achieve long-term success through business model innovation and to address environmental and social challenges while sustaining economic performance. Furthermore, the report emphasizes the importance of considering a complex ecosystem engaging diverse stakeholder groups and the open data lifecycle for developing a successful business model in the context of open data. The report reviews the business models used in the open data industry and discusses the important practical considerations for a data-driven lab. Overall, the report emphasizes the critical importance of creating the conditions that will enable the valuable resource of open data to be exploited and prioritizing the establishment of a regional data-driven lab by considering its potential to stimulate data-driven innovation and increase public value for society.
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| 6. |
- Biedenbach, Galina, et al.
(författare)
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B-to-B-Markenwert : ein Ansatz für eine professionelle B-to-B-Markenführung
- 2018. - 2
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Ingår i: B-to-B-Markenführung. - Wiesbaden : Springer Gabler. - 9783658050962 - 9783658050979 ; , s. 839-851
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Bokkapitel (refereegranskat)abstract
- In Wissenschaft und Praxis ist die Notwendigkeit einer expliziten B‐to‐B‐Markenführung zur Steigerung ihres Wertes unstrittig. Allerdings werden konkrete Tools zur Unterstützung einer effektiven Markenführung sowohl in der Forschung als auch der Praxis häufig unterschätzt. Dieser Beitrag diskutiert die Herausforderungen und Möglichkeiten den Ansatz des (verhaltenswissenschaftlichen) Markenwertes für die B‐to‐B‐Markenführung als ein solches Tool zu nutzen. Abgeschlossen wird der Beitrag mit Ideen für die zukünftige Forschung sowie konkreten Managementempfehlungen.
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| 7. |
- Biedenbach, Galina, 1978-
(författare)
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B2B brand equity : Understanding the effects of switching costs, quality of alternatives, and customer-employee rapport
- 2011
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Ingår i: Book of Abstracts from the 7th Global Brand Conference of Academy of Marketing Brand, Identity and Corporate Reputation SIG: "Brand, Identity and Reputation: Exploring, Creating New Realities and Fresh Perspectives on Multi-Sensory Experiences".
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Konferensbidrag (refereegranskat)abstract
- The main purpose of the study is to investigate the effects of switching costs, quality of alternatives and customer-employee rapport on the development of B2B brand equity. The process of brand equity development is captured in this study through the hierarchical effects between four dimensions of brand equity. The study contributes to branding research by demonstrating that besides the cognitive factors, as for example switching costs and quality of alternatives, the affective factors such as customer-employee rapport have significant impact on B2B brand equity.
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| 8. |
- Biedenbach, Galina, 1978-
(författare)
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B2B brand equity : investigating the impact of contextual factors
- 2010
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Ingår i: Contemporary issues in brand research. - Athens, Greece : Athens Institute of Education and Research ,(ATINER). - 9789606672682 ; , s. 233-244
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Bokkapitel (refereegranskat)abstract
- The main purpose of the study is to investigate the impact of contextual factors in the organizational decision making process on the formation of B2B brand equity. The study examines the existence of potential differences in the development of brand equity by decision makers involved in the purchasing of professional services. The contextual settings considered in the study include large businesses versus small businesses, and private companies versus public organizations. The results of the MANOVA analysis show differences in the overall brand equity developed by the decisions makers in these three contexts towards their provider of professional services. Across the dimensions of brand equity, no significant differences were found in terms of brand awareness and brand associations. However, significant differences between the three types of contexts were identified in terms of perceived quality and brand loyalty. The structural equation modeling was used to further explore the differences across the brand equity dimensions, which occurred between the decisions makers from various contexts. Marketing managers could use the knowledge about the formation of B2B brand equity to improve efficiency of the brand building process, which takes place between different contextual settings and across various brand equity dimensions.
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| 9. |
- Biedenbach, Galina, 1978-, et al.
(författare)
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B2B brand equity : Analyzing the impact of customer-employee rapport and employee role behavior
- 2011
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Ingår i: EMAC 40th Conference, University of Ljubljana, Faculty of Economics, Slovenia, 24-27 May 2011. - Ljubljana : Faculty of Economics, University of Ljubljana. - 9789612402112
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Konferensbidrag (refereegranskat)abstract
- The main purpose of the study is to investigate the impact of customer-employee rapport and employee role behavior on the development of B2B brand equity. The process of brand equity development is captured in this study through the hierarchical effects between the dimensions of brand equity. The interaction between the customer and the employee is reflected by customer-employee rapport, employee role ambiguity and role overload. The results of the structural equation modeling show the positive effect of customer-employee rapport and the negative effects of role ambiguity and role overload on the development of B2B brand equity.
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| 10. |
- Biedenbach, Galina, et al.
(författare)
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B2B brand equity : investigating the effects of human capital and relational trust
- 2019
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Ingår i: Journal of business & industrial marketing. - 0885-8624 .- 2052-1189. ; 34:1, s. 1-11
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Tidskriftsartikel (refereegranskat)abstract
- Purpose: The purpose of this study is to investigate the effects of human capital and relational trust on business-to-business (B2B) brand equity.Design/methodology/approach: Data collection was conducted among the clients of one of the Big Four auditing firms in Sweden. Structural equation modeling was used to test the hypothesized effects.Findings: The results demonstrate positive effects of human capital and relational trust on the core dimensions of brand equity. In the context of the professional services, human capital was found to have a stronger direct impact than relational trust on brand associations, perceived quality and brand loyalty.Practical implications: The study provides practical recommendations for marketing managers on how to consider the nature of B2B brand equity and its determinants in developing successful branding strategies. The findings indicate that although relational trust has a positive impact on brand equity, it draws on the clients’ positive perceptions of the service providers’ human capital. Thus, investments that generate positive perceptions of a service provider’s human capital will strengthen its competitive position. Leading to the creation of relational trust and having a strong impact on the dimensions of brand equity, human capital is a strategic asset that needs careful management.Originality/value: The study advances extant knowledge on B2B brand equity by examining contextual conditions and factors that are critical for building strong brands in industrial markets. The study demonstrates that clients’ perceptions about the knowledge, skills and abilities of service providers are more important than relational trust for enhancing B2B brand equity.
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