Brand Champion Behaviour: Its Role in Corporate Branding

17 Pages Posted: 21 Aug 2018

See all articles by Raisa Yakimova

Raisa Yakimova

Griffith University - School of Marketing

Felix Mavondo

Monash University

Susan Freeman

University of Adelaide

Helen Stuart

Australian Catholic University (ACU)

Date Written: August 2017

Abstract

Brand champions are responsible for encouraging employee commitment to the corporate brand strategy. They strongly believe in and identify with the brand concept—the company’s selected brand meaning, which underpins corporate brand strategy implementation. We conducted research to explore why and how brand champion behaviour operates within companies implementing a new corporate brand strategy. Against a backdrop of growing interest in brand champion behaviour in corporate branding research, we grounded our study in social identity theory and rhetorical theory from change management literature. Our findings show that articulating a compelling brand vision, taking responsibility, and getting the right people involved are the most widely used strategies by brand champions. We uncover how rhetorical strategies within brand champion behaviour generate employee commitment to a new corporate brand strategy. The dimension of brand champion behaviour that is effective depends on the type of brand evolution, involving shifts in the brand concept. We make suggestions for further studies underpinned by social identity theory and rhetorical theory to investigate brand champion behaviour processes within companies introducing a new corporate brand strategy.

Keywords: Corporate branding, Brand champion behaviour, Corporate brand strategy implementation, Brand evolution, Social identity theory, Rhetorical theory

Suggested Citation

Yakimova, Raisa and Mavondo, Felix and Freeman, Susan and Stuart, Helen, Brand Champion Behaviour: Its Role in Corporate Branding (August 2017). Journal of Brand Management, Vol. 24, Issue 6, 2017. Available at SSRN: https://ssrn.com/abstract=3234241 or http://dx.doi.org/10.1057/s41262-017-0057-1

Raisa Yakimova (Contact Author)

Griffith University - School of Marketing ( email )

Australia

Felix Mavondo

Monash University ( email )

23 Innovation Walk
Wellington Road
Clayton, Victoria 3800
Australia

Susan Freeman

University of Adelaide ( email )

No 233 North Terrace, School of Commerce
Adelaide, South Australia 5005
Australia

Helen Stuart

Australian Catholic University (ACU) ( email )

Level 20, Tenison Woods House, 8-20 Napier St
North Sidney, NSW 2060
Australia

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