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Book Titles No access

Values in Internal Marketing

Living the Brand in Sustainable Banking
Authors:
Publisher:
 2013

Summary

Which circumstances instigate brand value aligned employee behaviour and how does such behaviour impact on success? Based on the creation of sustainable competitive advantages the author investigates ’living the brand’. It’s revealed that brand orientation and value fit influence such behaviour. The inner structure of ‚living the brand’ is defined through a time-, a compliance-, and a promotion component. This new model has been positively validated quantitatively and qualitatively through replication case studies with socio ecological financial services providers.

The book delivers operational recommendations for internal branding, discusses higher-level corporate strategies as well as questions related to identification with the brand. Extended chapters describe the phenomenon of social banking, compare it with conventional banking and explain the research methods. The book offers findings for adding value to the corporate brand and it is useful for managers, marketing, HR, students and scholars of economics as well as for all interested in sustainable banking.

Bibliographic data

Copyright year
2013
ISBN-Print
978-3-8487-0534-4
ISBN-Online
978-3-8452-4813-4
Publisher
Nomos, Baden-Baden
Series
Wettbewerb und Regulierung von Märkten und Unternehmen
Volume
22
Language
English
Pages
270
Product type
Book Titles

Table of contents

ChapterPages
  1. Titelei/Inhaltsverzeichnis No access 1 - 14
  2. Abbreviations and symbols No access 15 - 18
  3. Abstract No access 19 - 20
  4. Introduction No access 21 - 29
  5. Living the brand No access 30 - 65
  6. Social banks No access 66 - 82
  7. Research questions, conceptual model and hypotheses No access 83 - 92
  8. Methodology No access 93 - 144
  9. Results No access 145 - 197
  10. Final conclusions and implications No access 198 - 218
  11. Appendix 1: List of social banks No access 219 - 222
  12. Appendix 2: Questionnaire No access 223 - 226
  13. Appendix 3: Interview topics No access 227 - 228
  14. Appendix 4: Summary of potential management activities No access 229 - 230
  15. Appendix 5: Definitions No access 231 - 235
  16. Appendix 6: Stakeholder concept No access 236 - 239
  17. Appendix 7: Social responsibility and performance No access 240 - 248
  18. Bibliography No access 249 - 268
  19. About the author No access 269 - 270

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