Corporate behaviour vs brand behaviour: Towards an integrated view?
Journal
Journal of Brand Management
ISSN
1350-231X
Type
journal article
Date Issued
2007-09-05
Author(s)
Brexendorf, Tim
;
Kernstock, Joachim
Abstract
The behaviour of employees is an important element in the expression of identity. That behaviour therefore relates to different identity-focused, corporate-level concepts such as corporate identity and brand management. Both concepts are interlinked and need a stronger alignment in consideration of corporate-level marketing. The emerging interest in corporate and service brand management is increasing the relevance of behaviour. However, brand hierarchies could hinder identity-congruent behaviour on the part of the employees if the multiple identities of corporations are not aligned. We discuss the behaviour of management, corporate-level marketing, middle management and employees in the context of brand management and brand hierarchies.
Language
English
Keywords
Brand Management
Corporate Brand Management
Corporate-level marketing
Corporate Behaviour
Brand Behaviour
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
Palgrave
Volume
15
Number
1
Start page
32
End page
40
Pages
9
Subject(s)
Division(s)
Eprints ID
39660