Internal Branding Through Brand Games : Evidence From A Field Experiment
Journal
AMA Educators Proceedings
ISSN
1054-0806
ISBN
9781622766499
Type
conference paper
Date Issued
2012-02-18
Author(s)
Editor(s)
Bharadwaj, S.
Abstract
Many companies do it: they let their employees play - with small plastic bricks, tokens, memory cards or board games. Practice and anecdotal evidence suggests that brand games work, because they are fun and motivate customer-contact employees to live the brand. The purpose of this paper is to investigate if a brand and its underlying values can be communicated effectively through the use of brand games. Drawing on flow theory and research on social interaction the reported field experiment demonstrates that brand games can lead to more favorable evaluations of the brand and higher levels of positive affect toward the brand compared to an expository representation.
Funding(s)
Language
English
Keywords
Internal marketing
internal branding
brand games
employees
HSG Classification
not classified
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Book title
AMA Winter Educators' Conference 2012: Marketing Theory and Applications
Publisher
American Marketing Association
Publisher place
Chicago, USA
Volume
Volume 23
Start page
114
End page
115
Event Title
American Marketing Association (AMA) Winter Educators' Conference 2012
Event Location
St. Petersburg, FL
Event Date
17.-19.02.2012
Subject(s)
Eprints ID
206211