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Corporate brand values perception gap analysis as an internal marketing management systemAssessment tool

Author

Listed:
  • Elena Panteleeva

    (Associate Professor, Marketing of Firm Department, National Research University Higher School of Economics.)

  • Olga Oyner

    (Full Professor, Marketing of Firm Department, National Research University Higher School of Economics.)

Abstract

One of the major problems facing Russian companies is the problem of differences between brand promises and the experience of actual consumer interaction with that brand, resulting in image destruction and the customers’ refusal from repeat purchases. Having taken as the basis the idea of gap analysis in perception of corporate brand values by different stakeholder groups (owners/top managers, personnel and customers), we have developed and tested a methodology of internal marketing management system assessment, assuming that a significant gap between declared, shared, and perceived brand values is a consequence of absence or inefficient functioning of this system

Suggested Citation

  • Elena Panteleeva & Olga Oyner, 2013. "Corporate brand values perception gap analysis as an internal marketing management systemAssessment tool," HSE Working papers WP BRP 03/MAN/2013, National Research University Higher School of Economics.
    • Handle: RePEc:hig:wpaper:03man2013
    as

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    File URL: http://www.hse.ru/data/2013/01/25/1306171660/03MAN2012.pdf
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    References listed on IDEAS

    as
    1. McMillan, Melville L., 1989. "On measuring congestion of local public goods," Journal of Urban Economics, Elsevier, vol. 26(2), pages 131-137, September.
    2. Glassman, Myron & McAfee, Bruce, 1992. "Integrating the personnel and marketing functions: The challenge of the 1990s," Business Horizons, Elsevier, vol. 35(3), pages 52-59.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    internal marketing; internal marketing management system; employee engagement; corporate brand values; gap analysis; Russia.;
    All these keywords.

    JEL classification:

    • M12 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Personnel Management; Executives; Executive Compensation
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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