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Konceptualni model vpliva notranjega brandinga na ustvarjanje presežne vrednosti za porabnike (A Conceptual Model of Internal Branding's Impact on Superior Customer Value Creation)

Economic and Business Review, 2013, 15(2), 97-118

22 Pages Posted: 15 Jan 2014  

Katja Terglav

University of Ljubljana - Faculty of Economics

Robert Kase

University of Ljubljana - Faculty of Economics

Maja Konecnik Ruzzier

University of Ljubljana - Faculty of Economics

Date Written: December 12, 2013

Abstract

Slovenian Abstract: Notranji branding je proces, usmerjen na zaposlene in njihovo zadovoljstvo, saj so zadovoljni zaposleni pripravljeni vzpostaviti pristen odnos s porabniki, prisluhniti njihovim potrebam in izpolniti obljube blagovne znamke. Proces tudi spodbudi zaposlene, da ponotranjijo želeno podobo blagovne znamke in jo širijo med porabnike. Pri tem se razvije čustvena navezanost zaposlenih, ki se odraža v identifikaciji z blagovno znamko ter pripadnosti in zvestobi blagovni znamki. Na podlagi izvedenih fokusnih skupin predlagamo, da zaposleni, ki se poistovetijo z vrednotami blagovne znamke in resnično verjamejo v njene obljube, uresničijo blagovno znamko, kar za porabnike ustvarja presežno vrednost. Sklepamo torej, da podjetje, ki postavi zaposlene na prvo mesto, spremeni način ustvarjanja edinstvene vrednosti za porabnike.

English Abstract: Internal branding is a process oriented at employees and their satisfaction, since satisfied employees are in principle more inclined to develop genuine relationships with customers, respond to customers' needs and deliver the brand promise. Process also encourages employees to internalize the desired brand image and project it to the customers. This triggers the development of emotional attachment to the brand which is reflected in brand identification, brand commitment and brand loyalty. Focus group research offers following propositions. Employees, who identify with brand values and truly believe in brand promises, can deliver the brand which leads to creating a superior customer value. Research suggests that by putting employees first companies can change a way of creating unique values for customers.

Notes: Downloadable document is in Slovenian.

Keywords: notranji branding, blagovna znamka, čustvena navezanost zaposlenih, uresničitev blagovne znamke, presežna vrednost za porabnike, internal branding, brand, employee emotional attachment, brand performance, superior customer value

JEL Classification: M31, M12

Suggested Citation

Terglav, Katja and Kase, Robert and Konecnik Ruzzier, Maja, Konceptualni model vpliva notranjega brandinga na ustvarjanje presežne vrednosti za porabnike (A Conceptual Model of Internal Branding's Impact on Superior Customer Value Creation) (December 12, 2013). Economic and Business Review, 2013, 15(2), 97-118. Available at SSRN: https://ssrn.com/abstract=2365263

Katja Terglav (Contact Author)

University of Ljubljana - Faculty of Economics ( email )

Kardeljeva ploscad 17
Ljubljana, 1000
Slovenia

Robert Kase

University of Ljubljana - Faculty of Economics ( email )

Kardeljeva ploščad 17
Ljubljana, 1000
Slovenia

Maja Konecnik Ruzzier

University of Ljubljana - Faculty of Economics ( email )

Kardeljeva ploscad 17
Ljubljana, 1000
Slovenia

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