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Rôle du branding interne dans la transformation sociétale de la marque

Author

Listed:
  • Fatima Regany

    (LUMEN - Lille University Management Lab - ULR 4999 - Université de Lille)

  • Cristina Longo

    (LUMEN - Lille University Management Lab - ULR 4999 - Université de Lille)

Abstract

La recherche a étudié le contexte organisationnel nécessaire au développement de marques durables sans explorer comment leur transformation s'opère. En adoptant le cadre conceptuel du branding interne, nous étudions la transformation sociétale de la marque gérée par les acteurs internes et les enjeux émergeants. Une étude qualitative révèle des dynamiques de collaboration et de tension entre responsables RSE et marketing, donnant lieu à la co-création de marques durables et visant un positionnement RSE. La figure de l'activiste, leader oeuvrant pour faire de ses collègues des champions de marque en transition vers la durabilité, émerge. En connectant marketing interne et externe, des contradictions alimentent les dilemmes de la marque : communication transparente contre silence opaque, confiance en soi contre doute. Nos apports théoriques s'inscrivent en branding interne, co-création de marque et complexités des marques durables. Des recommandations visant à gérer en interne et à accélérer la transformation sociétale des marques sont proposées.

Suggested Citation

  • Fatima Regany & Cristina Longo, 2023. "Rôle du branding interne dans la transformation sociétale de la marque," Post-Print hal-04451398, HAL.
    • Handle: RePEc:hal:journl:hal-04451398
    DOI: 10.1177/07673701231175766
    as

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