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Communicating Services Brands' Values Internally and Externally

Author

Listed:
  • Leslie De Chernatony
  • Susan Cottam
  • Susan Segal-Horn

Abstract

This paper explores the ways that services brand values are communicated to both staff and customers. Values are communicated to employees via overt internal communications, the ripple effect, senior management example/involvement, HR activities and external communications. A number of failure factors which could hinder the communication of values to employees are identified. For consumers, values are communicated via their holistic experiences of the brand, interactions with employees, external brand communications and the tangible elements of the service offering. The results highlight the need for consistency in all brand value communications.

Suggested Citation

  • Leslie De Chernatony & Susan Cottam & Susan Segal-Horn, 2006. "Communicating Services Brands' Values Internally and Externally," The Service Industries Journal, Taylor & Francis Journals, vol. 26(8), pages 819-836, December.
    • Handle: RePEc:taf:servic:v:26:y:2006:i:8:p:819-836
    DOI: 10.1080/02642060601011616
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    Citations

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    Cited by:

    1. Barnes, Stuart J. & Mattsson, Jan & Hartley, Nicole, 2015. "Assessing the value of real-life brands in Virtual Worlds," Technological Forecasting and Social Change, Elsevier, vol. 92(C), pages 12-24.
    2. Jui-Ying Hung & Feng-Li Lin & Wen-Goang Yang, 2012. "Developing Experience-Based Luxury Brand Equity In The Luxury Resorts Hotel Industry," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 6(4), pages 45-58.
    3. Mohammed Shahedul Quader & Shanewaz Mahmood Sohel, 2018. "Strategic Brand Experience To Differentiate B2b Service Offering: A Case Study Analysis," Portuguese Journal of Management Studies, ISEG, Universidade de Lisboa, vol. 23(1), pages 49-82.
    4. Han, Jie & Wang, Desheng & Yang, Zhihao, 2023. "Acting like an interpersonal relationship: Cobrand anthropomorphism increases product evaluation and purchase intention," Journal of Business Research, Elsevier, vol. 167(C).
    5. Pasaribu Shinta Marito & Mulyana Deden & Rinandiyana R. Lucky Radi & Taufiq Adhitya Rahmat, 2019. "Building the Brand Identity through Brand Differentiation Based Value of Culture and Locally-global Product Principles (Case on the City of Art)," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 5(2), pages 63-73.
    6. Steven W. Bayighomog Likoum & Mohamed Dawood Shamout & Ibrahim Harazneh & A. Mohammed Abubakar, 2020. "Market-Sensing Capability, Innovativeness, Brand Management Systems, Market Dynamism, Competitive Intensity, and Performance: an Integrative Review," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 11(2), pages 593-613, June.
    7. Katharina Maria Hofer & Reinhard Grohs, 2018. "Sponsorship as an internal branding tool and its effects on employees’ identification with the brand," Journal of Brand Management, Palgrave Macmillan, vol. 25(3), pages 266-275, May.
    8. Emma Karanges & Kim A. Johnston & Ian Lings & Amanda T. Beatson, 2018. "Brand signalling: An antecedent of employee brand understanding," Journal of Brand Management, Palgrave Macmillan, vol. 25(3), pages 235-249, May.
    9. Yingli Zhang & Hong Zhao & Yimei Hu & Ge Yao, 2021. "Smart Community Service Brand Functional Value and Sustainable Brand Relationship—The Mediating Role of Customer Emotional Cognition," Sustainability, MDPI, vol. 13(4), pages 1-13, February.
    10. Burmann, Christoph & Piehler, Rico, 2013. "Employer Branding vs. Internal Branding – Ein Vorschlag zur Integration im Rahmen der identitätsbasierten Markenführung," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 67(3), pages 223-245.
    11. Liu, Matthew Tingchi & Wong, IpKin Anthony & Tseng, Ting-Hsiang & Chang, Angela Wen-Yu & Phau, Ian, 2017. "Applying consumer-based brand equity in luxury hotel branding," Journal of Business Research, Elsevier, vol. 81(C), pages 192-202.
    12. Oriol Iglesias & Nicholas Ind, 2020. "Towards a theory of conscientious corporate brand co-creation: the next key challenge in brand management," Journal of Brand Management, Palgrave Macmillan, vol. 27(6), pages 710-720, November.
    13. Rico Piehler, 2018. "Employees’ brand understanding, brand commitment, and brand citizenship behaviour: a closer look at the relationships among construct dimensions," Journal of Brand Management, Palgrave Macmillan, vol. 25(3), pages 217-234, May.
    14. Wioleta Kucharska, 2020. "Employee Commitment Matters for CSR Practice, Reputation and Corporate Brand Performance—European Model," Sustainability, MDPI, vol. 12(3), pages 1-16, January.
    15. 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.
    16. 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.
    17. Rico Piehler & Michael Schade & Christoph Burmann, 2019. "Employees as a second audience: the effect of external communication on internal brand management outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 445-460, July.

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