Internal brand co-creation: the experiential brand meaning cycle in higher education

Dean, D., Arroyo-Gamez, R.E., Punjaisri, K. and Pich, C. ORCID: 0000-0003-1259-2827, 2016. Internal brand co-creation: the experiential brand meaning cycle in higher education. Journal of Business Research, 69 (8), pp. 3041-3048. ISSN 0148-2963

[img]
Preview
Text
PubSub7136_Pich.pdf - Published version

Download (556kB) | Preview

Abstract

Higher education (HE) institutions need to adapt to the global environment but the complex nature of HE highlights the role of marketing and the internal market in realizing the brand identity, creating a challenge for developing a shared brand meaning. This research explores how employees co-create brand meaning through their brand experiences and social interactions with management, colleagues and customers. Using a phenomenological approach, the findings highlight that brand meaning commences from historical, superficial brand interactions. Employees then develop brand meaning further through a series of brand interactions and social interactions. Bridging the internal branding and the co-creation literature, this study conceptualizes the evolving, co-created nature of employees' brand meaning in the experiential brand meaning cycle. This study extends Iglesias and Bonet's (2012) work and illustrates the function of employees as readers and authors of brand meaning, emphasizing the crucial role of brand co-creation in guiding employees' brand promise delivery.

Item Type: Journal article
Publication Title: Journal of Business Research
Creators: Dean, D., Arroyo-Gamez, R.E., Punjaisri, K. and Pich, C.
Publisher: Elsevier
Date: August 2016
Volume: 69
Number: 8
ISSN: 0148-2963
Identifiers:
NumberType
10.1016/j.jbusres.2016.01.019DOI
S0148296316000321Publisher Item Identifier
Divisions: Schools > Nottingham Business School
Depositing User: Linda Sullivan
Date Added: 09 Jan 2017 10:53
Last Modified: 02 Oct 2017 15:43
URI: http://irep.ntu.ac.uk/id/eprint/29601

Actions (login required)

Edit View Edit View

Views

Views per month over past year

Downloads

Downloads per month over past year