| 1. |
- Biedenbach, Galina, et al.
(author)
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Organizational resilience and internal branding: investigating the effects triggered by self-service technology
- 2022
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In: Journal of Brand Management. - : Springer Science and Business Media LLC. - 1479-1803 .- 1350-231X. ; 29:4, s. 420-433
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Journal article (peer-reviewed)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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| 2. |
- Brunninge, Olof, 1972-
(author)
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Invented corporate heritage brands
- 2023
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In: Journal of Brand Management. - : Springer. - 1350-231X .- 1479-1803. ; 30, s. 157-169
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Journal article (peer-reviewed)abstract
- This article examines the phenomenon of invented corporate heritage brands, i.e. heritage that is made up, exaggerated or far-fetched, to an extent that stakeholders may challenge its accuracy. Along six empirical cases, three dimensions characterizing invented heritage are identified, namely facticity, historical connectedness/disconnectedness, and temporal expansion/contraction. Companies draw on three different strategies to build invented corporate heritage brands: The appropriation strategy builds a heritage brand by leveraging the past of organizations that are forerunners of the present firm The forgetting strategy omits or tones down parts of the past that are deemed as not being useful for the brand. Eventually, the fantasizing strategy constructs a brand based on a purely invented past. Overall, the article provides evidence of the high degree of pragmatic flexibility (Burghausen and Balmer in Corporate Communications: an International Journal 19: 384–402, 2014a) inherent in corporate heritage. It also demonstrates how young brands can be infused with heritage, by appropriating the past of historical forerunners that are meaningfully connected to the brand.
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| 3. |
- Koch, Christian H.
(author)
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Brands as activists : The Oatly case
- 2020
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In: Journal of Brand Management. - : Springer Science and Business Media LLC. - 1350-231X .- 1479-1803. ; 27:5, s. 593-606
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Journal article (peer-reviewed)abstract
- In the light of climate change and ever-increasing evidence of the need for urgently changing food production and consumption, how do brands enter and leverage this debate? How can brands become activists by mobilizing debates around a political cause, and how can those debates promote the legitimacy of emerging industry practices? Through a case study of the now-famous food and beverage brand Oatly, this paper describes how brand-induced political activism can challenge consumption, production, policy, and ideologies. It can promote brand development and positioning, provided that the brand has earned legitimacy. This study suggests that the new branding principle in the age of the climate crisis and eco-anxiety can be characterized as ‘citizen activist,’ in which consumer culture goes beyond the cultivation of self, focusing instead on systemic changes in production and consumption.
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| 4. |
- Rodrigues, Clarinda, et al.
(author)
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The mediating role of perceived brand authenticity between brand experience and brand love : a cross-cultural perspective
- 2023
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In: Journal of Brand Management. - : Springer. - 1350-231X .- 1479-1803.
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Journal article (peer-reviewed)abstract
- This research investigates the mediating role of perceived brand authenticity (PBA) between brand experience (BE) and brand love (BL) of global high-tech brands Apple and Samsung. A quantitative study was conducted in Japan, India, and Portugal. The research found evidence that PBA is a multidimensional, reflective-formative higher-order construct composed of two lower-order components namely PBA Core and PBA Peripheral. The findings also contribute to understand how consumers are impacted by different BE and PBA dimensions using the lens of consumer culture theory and how BL is formed as a social-cultural phenomena. Finally, the study demonstrates for the first time that relationship intensity and self-authenticity moderate the effect of BE on PBA. Although limited to three countries and high-tech brands, the findings are of relevance to global brands by raising awareness that culture plays a key role in how consumers perceive authentic brand experiences and how passionate feelings for global brands can be strengthened.
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