Abbreviations and symbols; Abstract; 1. Introduction; 1.1. Setting the scene; 1.2. Research problem and contribution; 1.3. Research approach; 1.4. Thesis layout; 2. Living the brand; 2.1. Resource-based view of the enterprise; 2.1.1. Implications; 2.2. Strategy orientations; 2.2.1. Market orientation; 2.2.2. Brand orientation; 2.2.3. Assessing brand orientation; 2.2.4. Implications; 2.3. Values; 2.3.1. Implications; 2.4. Living the brand and brand building; 2.4.1. Living the brand and leadership; 2.4.2. Living the brand and performance; 2.4.3. Assessing living the brand; 2.4.4. Implications. 2.5. Person-organisation fit2.5.1. Assessing person-organisation fit; 2.5.2. Implications; 2.6. Identity; 2.6.1. Identity types; 2.6.2. Identification, commitment, and culture converged; 2.6.3. Assessing brand identification; 2.6.4. Implications; 2.7. Bringing the concepts together; 3. Social banks; 3.1. Describing social banking; 3.1.1. Social banks and social enterprises; 3.1.2. Conventional banks and social banks; 3.1.3. Social banking on the Internet; 3.1.4. Implications; 4. Research questions, conceptual model and hypotheses; 4.1. Research questions. 4.2. Conceptual model of Living the Brand and hypotheses4.2.1. Theoretical rationale for the conceptual model; 4.2.2. Function of the concepts in the model and hypotheses; 5. Methodology; 5.1. Research philosophy; 5.1.1. Constructionist epistemology; 5.1.2. Pragmatist theoretical perspective; 5.1.3. Philosophical paradigm of the Project; 5.2. Case study method; 5.2.1. Rationale for case study research; 5.2.2. Design of the multiple case study; 5.2.3. Selection and description of the cases; 5.2.4. Portrait of GLS Bank; 5.2.5. Portrait of Alternative Bank Schweiz ABS. 5.2.6. Similarities and differences of the two case study banks5.3. Theory and research process design; 5.4. Data collection methods and samples; 5.4.1. Qualitative data collection; 5.4.2. Quantitative data collection; 5.4.2.1. Design of the questionnaires; 5.4.2.2. Samples, data purification, and questionnaire distribution methods; 5.5. Data analysis methods; 5.5.1. Qualitative data analysis methods; 5.5.2. Quantitative data analysis methods; 5.6. Study measures; 5.6.1. Selecting measurements; 5.6.2. Establishing uni-dimensionality; 5.6.2.1. Brand Orientation scale. 5.6.2.2. Person-Organisation Fit scale5.6.2.3. Brand Identification scale; 5.6.2.4. Living the Brand scale; 5.6.2.5. Individual Brand Performance scale; 5.6.2.6. Summary of exploratory factor analysis; 5.6.3. Validating measurement model; 6. Results; 6.1. Results of phase I; 6.1.1. Qualitative results of Inquiry-1 -- explorative depth-interviews; 6.1.2. Qualitative results of Inquiry-2 -- open-ended survey questions; 6.1.3. Quantitative results of Inquiry-2 -- scaled survey questions; 6.1.3.1. Scale reliability alpha; 6.1.3.2. Correlations and means; 6.1.3.3. Regression.