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Organizational resi...
Organizational resilience and internal branding: investigating the effects triggered by self-service technology
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- Biedenbach, Galina (author)
- Umeå universitet,Umeå University,Företagsekonomi
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- Biedenbach, Thomas, 1976- (author)
- Umeå universitet,Umeå University,Företagsekonomi
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- Hultén, Peter, 1965- (author)
- Högskolan Dalarna,Dalarna University College,Dalarna University, Röda vägen 3, Borlänge, Sweden,Företagsekonomi
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- Tarnovskaya, Veronika (author)
- Lund University,Lunds universitet,Marknadsföring,Företagsekonomiska institutionen,Ekonomihögskolan,Marketing,Department of Business Administration,Lund University School of Economics and Management, LUSEM,Lund School of Economics and Management, Lund University, Tycho Brahes väg 1, Box 7080, Lund, Sweden
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(creator_code:org_t)
- 2022-04-07
- 2022
- English.
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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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Abstract
Subject headings
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- 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.
- The majority of studies on internal brand equity examine its various dimensions and relationships between them. While prior research specifies 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 effects triggered by self-service technology (SST) in retailing. Since retailing had been significantly transformed by technological innovations over the past decade, we explore the effects 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.
Subject headings
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Keyword
- Internal brand equity
- Internal branding
- Resilience
- Retailing
- Self-service
- SST
- Internal brand equity
Publication and Content Type
- art (subject category)
- ref (subject category)
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