Study on Fit Between Fulfilling Levels of Corporate Brand Values Internally and Externally
Corporate brand values are vitally important for corporate brand success since they affect the way in which various stakeholders behave towards a corporate brand. One of the major problems companies face in the marketplace is that there is a misalignment between the fulfilling levels of corporate brand values declared by the management internally and perceived by the targeted consumers externally so that it is not likely to achieve a sustainable superior overall brand performance. This research showed that measuring and managing corporate brand values from both internal and external to the organization can play a significant role in brand success. Previous literature about corporate brand values have examined employee-brand values fit and brand-consumer values fit and their influences on the attitudes and behaviors of employee and consumers respectively. However, focusing on employee-brand values fit or brand-consumer values fit unilaterally could not guarantee sustainable brand success. Therefore, this research intends to explore fit between fulfilling levels of corporate brand values internally and externally and its influence on corporate brand performance. The conclusions derived from this research are that only when the fulfilling level of corporate brand values internal to the organization fits that external to the organization, that is, corporate brand values are identified and supported high by its employees as well as are perceived and appreciated by its customers, can a corporate brand become a powerful and sustainable brand, which reconfirms that a synergy between the brand and organizational culture must be considered during the process of corporate branding.
Corporate Brand values fulfillment level of brand values internally fulfillment level of brand values externally fit between fulfillment levels of brand values internally and externally
LIU Jiafeng LI Wei
School of Foreign Languages, Southwest University for Nationalities, P.R.China, 610041 School of Management, Sichuan University, P.R.China, 610036
国际会议
2010 International Conference on Management Science and Engineering(2010年管理科学与工程国际学术研讨会)
成都
英文
173-178
2010-11-01（万方平台首次上网日期，不代表论文的发表时间）