服务企业内部品牌化研究述评
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外国经济与管理 2012 年 第 34 卷第 07 期, 页码：42 - 52
摘要
参考文献
摘要
服务品牌强调服务体验、员工角色和一致性,这决定了服务企业要进行内部品牌化。本文分析了服务品牌和内部品牌化的内涵;辨析了内部品牌化和外部品牌建设的关系,认为它们均以相同的服务品牌识别为基础,内部品牌化是外部品牌建设的前提;将内部品牌化归纳为管理层界定服务品牌识别、将服务品牌识别转化为员工的内在品牌精神、员工践行品牌精神三个阶段,其结果是使员工和顾客从根本上转变对服务品牌的态度,并表现出有利于品牌的行为;最后,指出了现有研究的不足及未来研究方向。
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[27]Vallaster C and de Chernatony L.Internal brand building and structuration:The role of leadership[J].European Jour-nal of Marketing,2006,40(7-8):761-784.
[28]Vargo S L and Lusch R F.Evolving to a new dominant logic for marketing[J].Journal of Marketing,2004,68(1):1-17.
[29]Wallace E and de Chernatony L.Exploring managers views about brand saboteurs[J].Journal of Marketing Manage-ment,2007,23(1-2):91-106.
[30]张辉等.品牌资产管理新视角———基于员工的品牌资产研究述评[J].外国经济与管理,2011,33(9):34-42.
[2]Ang L and Buttle F.CRM software applications and business performance[J].Journal of Database Marketing and Custo-mer Strategy Management,2006,14(1):4-16.
[3]Bansal H S,et al.The impact of internal marketing activities on external marketing outcomes[J].Journal of Quality Ma-nagement,2001,6(1):61-76.
[4]Berry L L.Cultivating service brand equity[J].Journal of the Academy of Marketing Science,2000,28(1):128-137.
[5]Brodie R J,et al.The service brand and the service-dominant logic:Missing fundamental premise or the need for stronger theory[J].Marketing Theory,2006,6(3):363-379.
[6]Coleman D A.Service brand identity:Definition,measure-ment,dimensionality and influence on brand performance[D].Birmingham:University of Birmingham,2011:111-129.
[7]Davidson H.Even more offensive marketing:An exhilarating action guide to winning in business[M].London:Penguin Books Ltd.,1998:376.
[8]de Chernatony L and Cottam S.Internal brand factors driving successful financial services brands[J].European Journal of Marketing,2006,40(5-6):611-633.
[9]de Chernatony L and Segal-Horn S.Building on services’characteristics to develop successful services brands[J].Jour-nal of Marketing Management,2001,17(7-8):645-669.
[10]de Chernatony L and Segal-Horn S.Identifying and sustai-ning services brands’values[J].Journal of Marketing Com-munications,2004,10(2):73-93.
[11]de Chernatony L.From brand vision to evaluation[M].Ox-ford:Butterworth-Heinemann,2006:46.
[12]Gotsi M and Wilson A M.Corporate reputation:Seeking a definition[J].Corporate Communications:An International Journal,2001,6(1):24-30.
[13]Grace D and O’Cass A.Brand associations:Looking through the eye of the beholder[J].Qualitative Market Research:An International Journal,2002,5(2):96-111.
[14]Grace D and O’Cass A.Examining the effects of service brand communications on brand evaluation[J].Journal of Product and Brand Management,2005,14(2):106-116.
[15]Helgeson J and Supphellen M.A conceptual and measure-ment comparison of self congruity and brand personality[J].International Journal of Market Research,2004,46(2):205-233.
[16]Holt D B.Why do brands cause trouble?A dialectical theory of consumer culture and branding[J].Journal of Consumer Research,2002,29(6):70-90.
[17]Kapferer J N.The new strategic brand management:Crea-ting and sustaining brand equity long term[M].London:Kogan Page,2004:95-122.
[18]Keller K L.Brand mantras:Rationale,criteria and examples[J].Journal of Marketing Management,1999,15(1-3):43-51.
[19]King C and Grace D.Employee based brand equity:A third perspective[J].Services Marketing Quarterly,2009,30(2):122-147.
[20]Mahnert K and Torres A.The brand inside:The factors of failure and success in internal branding[J].Irish Marketing Review,2007,19(1-2):54-63.
[21]McDonald H B,et al.Corporate marketing and service brands:Moving beyond the fast-moving consumer goods model[J].European Journal of Marketing,2001,35(3-4):335-353.
[22]Morhart F M,et al.Brand-specific leadership:Turning em-ployees into brand champions[J].Journal of Marketing,2009,73(5):122-142.
[23]Ostrom A L,et al.Moving forward and making a difference:Research priorities for the science of service[J].Journal of Service Research,2010,13(1):4-36.
[24]Podsakoff P M,et al.Organizational citizenship behaviors:A critical review of the theoretical and empirical literature and suggestions for future research[J].Journal of Management,2000,26(3):513-563.
[25]Punjaisri K and Wilson A.The role of internal branding in the delivery of employee brand promise[J].Journal of Brand Management,2007,15(9):57-70.
[26]Sanghera J,et al.Testing Gronroos’model in the financial services sector[J].Service Industries Journal,2002,22(3):1-14.
[27]Vallaster C and de Chernatony L.Internal brand building and structuration:The role of leadership[J].European Jour-nal of Marketing,2006,40(7-8):761-784.
[28]Vargo S L and Lusch R F.Evolving to a new dominant logic for marketing[J].Journal of Marketing,2004,68(1):1-17.
[29]Wallace E and de Chernatony L.Exploring managers views about brand saboteurs[J].Journal of Marketing Manage-ment,2007,23(1-2):91-106.
[30]张辉等.品牌资产管理新视角———基于员工的品牌资产研究述评[J].外国经济与管理,2011,33(9):34-42.
引用本文
张辉, 白长虹, 牛振邦. 服务企业内部品牌化研究述评[J]. 外国经济与管理, 2012, 34(7): 42–52.
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