Determinants of Brand Performance: The Role of Internal Branding

15 Pages Posted: 16 May 2018

See all articles by Pramod Iyer

Pramod Iyer

University of Texas Rio Grande Valley (UTRGV) (Formerly University of Texas-Pan American)

Arezoo Davari

Eastern Washington University

Audhesh Paswan

University of North Texas

Date Written: February 2018

Abstract

The importance of internal branding is growing in both academia and practice. However, little attention has been directed toward identifying the organizational antecedents and consequences of internal branding. Thus, the current study examines the relationships of internal branding with the three brand management factors that have been discussed in the literature: brand orientation, strategic brand management, and brand performance. Internal branding is viewed as a facilitator for brand orientation and strategic brand management process, which ultimately impacts the brand performance. Survey data collected from brand/marketing managers reveal that while brand orientation, strategic brand management, and internal branding are directly associated with brand performance, internal branding partially mediates the relationship between brand orientation, strategic brand management, and brand performance. From a research standpoint, the current study addresses the call for better understanding the role of employees in improving a brand’s performance. In addition, the importance of developing internal branding along with brand orientation and strategic brand management is highlighted for marketing practitioners.

Keywords: Internal branding, Strategic brand management, Brand orientation, Brand management, Brand performance

Suggested Citation

Iyer, Pramod and Davari, Arezoo and Paswan, Audhesh, Determinants of Brand Performance: The Role of Internal Branding (February 2018). Journal of Brand Management, Vol. 25, Issue 3, 2018. Available at SSRN: https://ssrn.com/abstract=3179483 or http://dx.doi.org/10.1057/s41262-018-0097-1

Pramod Iyer (Contact Author)

University of Texas Rio Grande Valley (UTRGV) (Formerly University of Texas-Pan American) ( email )

1201 W. University Dr.
Edinburg, TX 78539
United States

Arezoo Davari

Eastern Washington University ( email )

Cheney, WA 99004
United States

Audhesh Paswan

University of North Texas ( email )

1155 Union Circle #305340
Denton, TX 76203
United States

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