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

Dean, Dianne, Arroyo-Gamez, Ramon E., Punjaisri, Khanyapuss, Pich, Christopher (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. (doi:10.1016/j.jbusres.2016.01.019)

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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: Article
DOI/Identification number: 10.1016/j.jbusres.2016.01.019
Uncontrolled keywords: Brand identityCo-creationInternal brandingBrand meaningHigher education
Subjects: H Social Sciences
H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School
Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Khanyapuss Punjaisri
Date Deposited: 15 Sep 2017 13:12 UTC
Last Modified: 29 May 2019 19:32 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/63444 (The current URI for this page, for reference purposes)
Punjaisri, Khanyapuss: https://orcid.org/0000-0003-0129-2554
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