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The role of social interactions in building internal corporate brands: Implications for sustainability

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  • Vallaster, Christine
  • Lindgreen, Adam

Abstract

This article examines internal brand building, which is defined as the alignment of a corporation and employees around a brand. The notion of social interactions may provide a valuable perspective on brand-related interactive space, in which top management communicates brand-related information to employees and employees share brand-related information. Depth interviews, observations, and documentary analysis reveal how a social interaction-based, internal, brand-building process influences employees’ actions and perceptions of the branded environment. Social interactions might generate brand commitment and shared brand beliefs in certain conditions. These findings have key implications for sustainability.

Suggested Citation

  • Vallaster, Christine & Lindgreen, Adam, 2013. "The role of social interactions in building internal corporate brands: Implications for sustainability," Journal of World Business, Elsevier, vol. 48(3), pages 297-310.
    • Handle: RePEc:eee:worbus:v:48:y:2013:i:3:p:297-310
    DOI: 10.1016/j.jwb.2012.07.014
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    Cited by:

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    2. Deephouse, David L. & Newburry, William & Soleimani, Abrahim, 2016. "The effects of institutional development and national culture on cross-national differences in corporate reputation," Journal of World Business, Elsevier, vol. 51(3), pages 463-473.
    3. Dean, Dianne & Arroyo-Gamez, Ramon E. & Punjaisri, Khanyapuss & Pich, Christopher, 2016. "Internal brand co-creation: The experiential brand meaning cycle in higher education," Journal of Business Research, Elsevier, vol. 69(8), pages 3041-3048.
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    5. Welch, Catherine & Piekkari, Rebecca, 2017. "How should we (not) judge the ‘quality’ of qualitative research? A re-assessment of current evaluative criteria in International Business," Journal of World Business, Elsevier, vol. 52(5), pages 714-725.
    6. Denitsa Hazarbassanova Blagoeva & Peter D. Ørberg Jensen & Hemant Merchant, 2020. "Services in International Business Studies: A Replication and Extension of Merchant and Gaur (2008)," Management International Review, Springer, vol. 60(3), pages 427-457, June.

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