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首页> 外文期刊>Journal of Product & Brand Management >Building brand community membership within organizations: a viable internal branding alternative?
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Building brand community membership within organizations: a viable internal branding alternative?

机译：在组织内部建立品牌社区成员资格：可行的内部品牌替代方案？

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摘要

Purpose - This paper seeks to propose and test the appropriateness of a brand community within an internal branding framework.rnDesign/methodology/approach - Using the multidimensional constructs of brand community and the strengths of internal branding strategies, thisrnstudy explores the theoretical underpinnings of combining the two constructs.rnFindings - Intraorganizational brand communities are presented as a viable strategic possibility for targeting internal branding participants. Resultsrnlend strong support to the need for and efficacy of internal brand communities, and provide an opportunity to examine the strategic synergies ofrnpursuing such a strategy for internal as well as external audiences.rnResearch limitations/implications - The study was delimited to domestic participants. Additional studies are recommended to further test thernconstructs of brand community membership in an internal brand community.rnPractical implications - External branding initiatives and communications can be used internally, among employees, to build positive brandrnassociations and brand affinity. Further, implementing an internal brand community can lead to increases in the emotional buy-in of employees andrnultimately could help companies increase the proportion of "champion" employees.rnOriginality/value - The study integrates the research streams of brand community and internal branding and studies the viability of conductingrninternal branding within a brand community framework.
机译：目的-本文旨在在内部品牌框架内提出和测试品牌社区的适用性。设计/方法/方法-利用品牌社区的多维结构和内部品牌战略的优势，本研究探索了将品牌社区与品牌社区相结合的理论基础。两个发现。rnFindings-组织内部品牌社区是针对内部品牌参与者的可行战略可能性。结果为内部品牌社区的需求和效力提供了有力的支持，并为检验针对内部和外部受众实施这种策略的战略协同作用提供了机会。研究限制/意义-该研究仅限于国内参与者。建议进行进一步的研究，以进一步测试内部品牌社区中品牌社区成员的构成。实践意义-外部品牌计划和沟通可以在员工内部使用，以建立积极的品牌协会和品牌亲和力。此外，实施内部品牌社区可以导致员工的情感认同感增加，并且最终可以帮助公司增加“冠军”员工的比例。rn原创性/价值-该研究整合了品牌社区和内部品牌与研究的研究流在品牌社区框架内进行内部品牌塑造的可行性。

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