Title :

The role of internal branding in managing sustainable brand transformation

Author(s) :

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

Journal title :

Recherche et Applications en Marketing (English Edition)

Pages :

110-131

Publisher :

SAGE Publications

Publication date :

2023-05-02

ISSN :

2051-5707

English keyword(s) :

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

HAL domain(s) :

Sciences de l'Homme et Société/Gestion et management

English abstract : [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 ...
Show more >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.Show less >

Language :

Anglais

Popular science :

Non

Collections :

• Lille University Management Lab (LUMEN) - ULR 4999

Source :

Harvested from HAL