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Abstract:
In this paper a holistic model for internal brand management is presented. It is based on the identity-based brand
management approach according to which a brand—just like a person—needs to have a consistent and continuous
identity in order to be trusted. Focusing on the role of employees in ensuring consistency of the brand identity, two
new behavioural constructs are developed. The first construct—brand citizenship behaviour—outlines what it means
for employees to ‘live the brand’. The second construct—brand commitment—explains the psychological processes
that lead employees to show brand citizenship behaviour. Three key levers for generating brand commitment (brand-
centred human resources management, brand communication and brand leadership) and four context factors
(culture fit, structure fit, employee know-how and disposable resources) are illustrated as building blocks of internal
brand management. The theoretical insights are complemented by many real-life examples extracted from in-depth
interviews with brand managers and experts.Journal of Brand Management (2005) 12, 279–300;
doi:10.1057/palgrave.bm.2540223

Document Type: Research Article

DOI: http://dx.doi.org/10.1057/palgrave.bm.2540223 (http://dx.doi.org/10.1057/palgrave.bm.2540223)

Publication date: April 1, 2005

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