Titre :

The role of internal branding in managing sustainable brand transformation

Auteur(s) :

Regany, Fatima [Auteur]
Lille University Management Lab - ULR 4999 [LUMEN]
Longo, Cristina [Auteur]
Lille University Management Lab - ULR 4999 [LUMEN]

Titre de la revue :

Recherche et Applications en Marketing (English Edition)

Pagination :

110-131

Éditeur :

SAGE Publications

Date de publication :

2023-05-02

ISSN :

2051-5707

Mot(s)-clé(s) en anglais :

Branding
Corporate social responsibility (CSR)
Internal branding
Sustainable brand transformation
Sustainable brands
Sustainable marketing

Discipline(s) HAL :

Sciences de l'Homme et Société/Gestion et management

Résumé en anglais : [en]

Research has explored the organizational context required to develop sustainable brands, but has ignoredhow the transformation unfolds. We draw on the internal branding conceptual framework to study howsustainable brand ...
Lire la suite >Research has explored the organizational context required to develop sustainable brands, but has ignoredhow the transformation unfolds. We draw on the internal branding conceptual framework to study howsustainable brand transformation is internally managed and the issues emerging in this transformation.A qualitative study, based on a variety of sources (interviews with managers, observation, secondarydata), reveals collaborative and tensed internal branding dynamics between corporate social responsibility(CSR) and marketing managers, inducing a CSR-based positioning and co-creation of sustainable brands.The figure of the activist emerges as a leader who works to turn his colleagues into sustainable brand-changechampions. Moreover, when connecting to external branding, managers navigate through two setsof contradictions that feed brand dilemmas: transparent communication versus opaque silence and self-confidence versus doubt. Theoretical contributions in internal branding, brand co-creation, and sustainablebrand complexities as well as recommendations to internally manage and accelerate sustainable brandtransformation are presented.Lire moins >

Langue :

Anglais

Vulgarisation :

Non

Collections :

• Lille University Management Lab (LUMEN) - ULR 4999

Source :

Harvested from HAL