Organizational resilience and internal branding: investigating the effects triggered by self-service technology

Biedenbach, Galina; Biedenbach, Thomas; Hultén, Peter; Tarnovskaya, Veronika

doi:10.1057/s41262-022-00275-9

Cited by 12 publications

(7 citation statements)

References 98 publications

(145 reference statements)

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“…The theoretical and methodological principles of brand creation and management have been covered by the following scientists in their works: D. Akker (Moore, 2016), T. Ambler, L. Balabanova, J. Bernett, G. Biedenbach (Biedenbach, 2022), O. Bilan, T. Grigorchuk, G. Calach (Kalach, 2020), K. Keller (Keller, 2020), B. Cova (Cova, 2022, S. Kovalchuk (Kovalchuk, 2021), P. Kotler (Kotler, 2016), Y. Larina, Y. Marchuk, O. Zozulov, V. Parcak, Vol. 9 No.…”

Section: Research and Resultsmentioning

confidence: 99%

Effectiveness of Branding of Intercompany Cooperation in the Context of Economy Digitalisation

Kovalchuk,

Perevozova,

Kobets

2023

BJES

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The research is devoted to the development of scientific and practical recommendations for the realisation of branding of interfirm cooperation in the conditions of digitalisation of the economy. In order to assess the effectiveness of branding in interfirm cooperation, a scientific and methodological approach is proposed, according to which the process of substantiation of the decision of the management concerning the choice of a variant of branding for each enterprise-participant and interfirm interaction, in general, takes place on the basis of a combination of periodic marketing research of brand recognition and construction of an economic and mathematical model of branding. The approach is based on the following statements: several enterprises that can interact are involved in production and trading activities; coherence of inter-firm interaction can have different length and number of participants, cover different functions (supply (S), production (P), logistics (L), trade (T)); at least one participant in inter-company interaction is involved in the branding process; brand effectiveness is assessed on the basis of brand awareness based on periodic market research. The research focuses on the branding processes that arise from the inter-firm interaction of participants in production and trade chains. The subject of the research is the theoretical, methodological, organisational and applied aspects of the implementation of branding in inter-firm interaction in the context of the digitalisation of the economy. The research methodology includes various theoretical and practical principles and positions from economic theory, macroeconomics, microeconomics, systems theory, leading studies in the fields of management theory, marketing and management of marketing activities, and branding. The following methods were used throughout the research: economic generalisation, abstraction, systematisation, analysis and synthesis – to establish theoretical and methodological foundations and to clarify the concepts of "brand", "branding" and "production-trade chain"; classification – to define the content of the branding; economic-statistical and historical analysis, abstract-logical methods – to identify and analyse the impact of existing communication and information technologies on the development of Ukrainian branding; marketing research methods – desk analysis, expert evaluation and online surveys to develop an evaluation methodology for the effectiveness of inter-firm branding in production and trade chains; scientific abstraction – to establish a comprehensive approach to building the mechanism of inter-firm branding in production and trade chains; graphical and tabular methods – for the visual presentation of theoretical and analytical research results; methods of integral calculus and economic analysis – to formulate scientific and practical approaches to making strategic decisions about inter-firm branding in the context of the digitalisation of the economy. The aim of the research is to deepen theoretical and methodological positions and to provide practical recommendations for the implementation of branding in inter-firm interaction within production and trade chains. Conclusions of the study: the comprehensive approach to building the mechanism of interfirm branding combines conceptual approaches to branding and the concept of forming interfirm interaction for the implementation of branding in one of its variants; the application of a comprehensive approach to building the mechanism of inter-firm branding makes it possible to consider the interrelationship and mutual influence of production and trade activities and to achieve a synergistic effect from the use of branding throughout the entire production and trade chain; the implementation of the mechanism of inter-firm branding is reflected in a scientific-practical approach to making strategic decisions on branding in production and trade chains. This approach emphasises the importance of branding activities at each stage of product creation and promotion, based on branding algorithmisation, and provides specific recommendations for all participants in the chain, resulting in increased effectiveness of their marketing activities.

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Section: Research and Resultsmentioning

confidence: 99%

Effectiveness of Branding of Intercompany Cooperation in the Context of Economy Digitalisation

Kovalchuk,

Perevozova,

Kobets

2023

BJES

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“…In doing so, brand values, brand goals or more general information that helps the employee in understanding the brand and his/her role in delivering the brand message can be part of the employee focussed brand knowledge dissemination. Previous research found a variety of desirable attitudinal outcomes, for example: brand identification (Ngo, Nguyen, Huynh, Gregory & Cuong, 2019), brand involvement (Biedenbach, Biedenbach, Hulté n & Tarnovskaya, 2022), organizational identification (Bravo et al, 2021), customer identification (Bravo et al, 2021), brand commitment (King & Grace, 2010). Moreover, direct positive effects on role clarity (King & Grace, 2010) have been found.…”

Section: Linking Brand Knowledge Dissemination and Corporate Brand Pridementioning

confidence: 98%

Does It Pay Off? Brand Knowledge Dissemination and Its Effects on Corporate Brand Pride, Brand- and Service Behaviour of Frontline Personnel

Abed¹,

Walter²,

Büttgen³

2022

IBR

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This study aims to explore the effects of brand knowledge dissemination and its influence on corporate brand pride as well as subsequent brand- and service behaviour of service personnel. To achieve this aim, a survey was carried out on a sample of 325 frontline employees with direct customer contact in Germany. The results show that brand knowledge dissemination, as a central aspect of internal brand management (IBM), positively affects corporate brand pride of employees, which in turn influence brand- and service supporting behaviour (e. g. dissemination of service complaints). In addition, moderation analysis revealed that perceived management support for corporate social responsibility (CSR) positively influence the relationship of corporate brand pride and specific brand- and service behaviour. The findings of this study highlight how corporate brand pride of employees can be fostered and how employees can become service champion.

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“…Keeping enough cash on hand to maintain ties, on the other hand, can make organizations more resilient in times of crisis. For an organization to survive, organizational resilience is essential for both everyday operations and times of crisis [ 16 ]. Resilience is the ability to continuously rebuild and absorb stress, which is something that organizations want to do faster than their competitors when reallocating resources [ 17 ].…”

Section: Literature Reviewmentioning

confidence: 99%

A bibliometric analysis of research on organizational resilience

Jiang,

Li,

Liang

et al. 2024

Heliyon

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Organizational resilience and internal branding: investigating the effects triggered by self-service technology

Cited by 12 publications

References 98 publications

Effectiveness of Branding of Intercompany Cooperation in the Context of Economy Digitalisation

Effectiveness of Branding of Intercompany Cooperation in the Context of Economy Digitalisation

Does It Pay Off? Brand Knowledge Dissemination and Its Effects on Corporate Brand Pride, Brand- and Service Behaviour of Frontline Personnel

A bibliometric analysis of research on organizational resilience

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