Sponsorship as an Internal Branding Tool and its Effects on Employees’ Identification with the Brand

10 Pages Posted: 16 May 2018

See all articles by Katharina Hofer

Katharina Hofer

Johannes Kepler University Linz

Reinhard Grohs

Private University Schloss Seeburg; University of Vienna - Faculty of Business, Economics, and Statistics

Date Written: February 2018

Abstract

Recent research has acknowledged that a firm’s external advertising targeted at consumers can also be used for internal branding activities. The present study extends this research stream and investigates the role of a firm’s sponsorships directed towards consumers in achieving internal branding goals. Specifically, this study examines how employees’ perceptions of sponsorship characteristics impact their identification with the brand. Results from an empirical study with the employees of backaldrin, an Austrian producer of baking ingredients sponsoring the Austrian national biathlon team, indicate that employees with better general attitude towards sponsorship show higher brand identification. Employees’ attitudes towards the sponsored property and perceived fit between the sponsor and the sponsored property have no direct effect on brand identification, but are positively related with employees’ general attitude towards sponsorship. The study concludes with managerial implications how companies can implement sponsorship as an effective internal branding tool.

Keywords: Internal branding, Brand identification, Sponsorship, Employees

Suggested Citation

Hofer, Katharina and Grohs, Reinhard, Sponsorship as an Internal Branding Tool and its Effects on Employees’ Identification with the Brand (February 2018). Journal of Brand Management, Vol. 25, Issue 3, 2018. Available at SSRN: https://ssrn.com/abstract=3179484 or http://dx.doi.org/10.1057/s41262-018-0098-0

Katharina Hofer (Contact Author)

Johannes Kepler University Linz ( email )

Altenbergerstr. 69
A-4040 Linz, Uper Austria 4040
Austria

Reinhard Grohs

Private University Schloss Seeburg ( email )

Seeburgstr. 8
Seekirchen am Wallersee
Salzburg, 5201
Austria

University of Vienna - Faculty of Business, Economics, and Statistics ( email )

Vienna, A-1210
Austria

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