Journal of Product & Brand Management: Volume 30 Issue 6

Internal Branding - In search of a new paradigm: Guest editorial

Holger J. Schmidt, Nicholas J. Ind, Oriol Iglesias

Are we one, or are we many? Diversity in organizational identities versus corporate identities

Sonja Sarasvuo

The implications of multiple organizational identities for branding research have been scarcely considered. This paper aims to explore what sources of identity internal…

Building brands through internal stakeholder engagement and co-creation

Bill Merrilees, Dale Miller, Raisa Yakimova

The purpose of this paper is to better understand the voice of the internal stakeholder in a way that emphasizes the internal stakeholder as an active force and decision maker in…

Employee-generated content: the role of perceived brand citizenship behavior and expertise on consumer behaviors

Fathima Z. Saleem, Matthew A. Hawkins

Situated between the literature on internal branding and user-generated content, this study aims to demonstrate the effect of employee-generated content (EGC) on consumers’…

Employees as influencers: measuring employee brand equity in a social media age

Donna Smith, Jenna Jacobson, Janice L. Rudkowski

The practice of frontline employees articulating their brand voice and posting work-related content on social media has emerged; however, employee brand equity (EBE) research has…

The role of leadership and communication in internal city branding

Rico Piehler, Ayla Roessler, Christoph Burmann

This study aims to investigate the brand-oriented leadership of a city’s mayor and city online brand communication as brand management-related antecedents of residents’ city brand…

Dual foci of identification: the role of salesperson brand and organizational identification in driving brand performance

Bashar S. Gammoh, Michael L. Mallin, Ellen Bolman Pullins

This study aims to extend current research efforts by examining the dual role of salesperson brand and organizational identification in driving organizational citizenship…

Relationship between integrated communication effectiveness and employee-based brand equity – mediating role of psychological contract fulfillment

R. Deepa, Rupashree Baral

This study aims to expand the emerging body of literature on employer branding from the current employee perspective. It proposes that effective integrated communication helps an…

The role of instructor experiential values in shaping students’ course experiences, attitudes and behavioral intentions

Abhishek Mishra, Shweta Jha, Rajendra Nargundkar

Students’ experiences with instructors and courses determine an institute’s identity. With the instructor analogous to a brand spokesperson and the course to a brand, this study…

The bidirectional complementarity between market orientation and launch proficiency affecting new product performance

Farbod Fakhreddin, Pantea Foroudi, Mehdi Rasouli Ghahroudi

Based on the resource-based view and dynamic capabilities theory, this study aims to examine the complementarity between market orientations and launch proficiency as a driver of…