国外员工品牌化行为研究进展评介
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外国经济与管理 2012 年 第 34 卷第 06 期, 页码：49 - 56
摘要
参考文献
摘要
消费者对品牌的感知和信任常常来源于员工的行为。本文针对员工品牌化行为这一主题,对相关的最新研究成果进行了系统的回顾和梳理,区分静态和动态两种视角分析了员工品牌化行为的基本内涵,介绍了有关员工品牌化行为构成维度的主要模型及其学术贡献,归纳了驱动员工品牌化行为的组织文化、培训、激励、沟通四种因素,并总结了有关员工品牌化行为形成过程的主流观点,最后,提出了该领域的未来研究方向。
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[3]Berry L L and Lampo S S.Branding labour-intensive services[J].Business Strategy Review,2004,15(1):18-15.
[4]Boyd G and Sutherland M.Obtaining employee commitment to living the brand of the organization[J].South African Journal of Business Management,2006,37(1):9-20.
[5]Burmann C and Zeplin S.Building brand commitment:A be-havioral approach to internal brand management[J].Brand Management,2005,12(4):279-300.
[6]Chong M.The role of internal communication and training in infusing corporate values and delivering brand promise:Singa-pore airlines’experience[J].Corporate Reputation Review,2007,10(3):201-212.
[7]Faust B and Bethge B.Looking inward:How internal branding and communication affect cultural change[J].Design Manage-ment Journal,2003,14(3):56-63.
[8]Grunig J E,et al.Models of public relations in an international setting[J].Journal of Public Relations Research,1995,7(3):163-186.
[9]Gummesson E.The new marketing-developing long-term interac-tive relationships[J].Long Range Planning,1987,20(4):10-20.
[10]Hankinson P.The internal brand in leading UK charities[J].Journal of Product&Brand Management,2004,13(2):84-93.
[11]Hardaker S and Fill C.Corporate services brands:The intel-lectual and emotional engagement of employees[J].Corpo-rate Reputation Review,2005,7(4):365-376.
[12]Ind N and Riondino M C.Branding on the web:A real revolu-tion[J].Brand Management,2001,9(1):8-19.
[13]Jacobs R.Turn employees into brand ambassadors[J].Bank Marketing,2003,35(3):22-26.
[14]King C and Grace D.Internal branding:Exploring the em-ployee’s perspective[J].Brand Management,2008,15(5):358-372.
[15]Miles S J and Mangold G.A conceptualization of the employ-ee branding process[J].Journal of Relationship Marketing,2004,3(2/3):65-87.
[16]Miles S J and Mangold G.Positioning southwest airlines through employee branding[J].Business Horizons,2005,48(6):535-545.
[17]Mosley R W.Customer experience,organizational culture and the employer brand[J].Brand Management,2007,15(2):123-134.
[18]Nolte C.Delivering the brand promise at Hollard insurance:Transforming brand strategy into satisfied employees and customers[J].Strategic Communication Management,2004,8(3):18-21.
[19]Papasolomou I and Vrontis D.Building corporate branding through internal marketing:The case of the UK retail bank industry[J].Journal of Product&Brand Management,2006,15(1):37-47.
[20]Punjaisri K and Wilson A.The role of internal branding in the delivery of employee brand promise[J].Brand Manage-ment,2007,15(1):57-70.
[21]Schein E H.Coming to a new awareness of organizational culture[J].Sloan Management Review,1984,25(2):3-16.
[22]Thomson K,et al.The buy-in benchmark:How staff under-standing and commitment impact brand and business per-formance[J].Journal of Marketing Management,1999,15(8):819-835.
[23]Tosti D T and Stotz R D.Brand:Building your brand from the in-side out[J].Marketing Management,2001,10(2):29-33.
[24]Vallaster C and de Chernatony L.Internationalization of services brands:The role of leadership during the internal brand building process[J].Journal of Marketing Manage-ment,2005,21(1/2):181-203.
[25]Vallaster C.Internal brand building in multicultural organiza-tions:A roadmap towards action research[J].Qualitative Market Research,2004,7(2):100-113.
[26]Webster K.The challenge of internal branding[J].Strategic Direction,2003,19(10):10-12.
引用本文
邱玮, 白长虹. 国外员工品牌化行为研究进展评介[J]. 外国经济与管理, 2012, 34(6): 49–56.
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