Values in internal marketing : living the brand in sustainable banking
tarafından
 
Brodbeck, Heinz. author

Başlık
Values in internal marketing : living the brand in sustainable banking

Yazar
Brodbeck, Heinz. author

ISBN
9783848705344

Yazar Ek Girişi
Brodbeck, Heinz. author

Yayım Bilgisi
Baden-Baden : Nomos, 2013.

Fiziksel Tanımlama
269 pages.

Seri
Wettbewerb und Regulierung von Märkten und Unternehmen ; Band 22

İçerik
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.

Özet
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.

Konu Başlığı
Financial services industry.
 
Finansal hizmetler endüstrisi.
 
Internal marketing.
 
İç pazarlama.
 
Marketing.
 
Pazarlama.


LibraryMateryal TürüDemirbaşYer NumarasıDurumu / Lokasyon / İade Tarihi
Ekonomi KütüphanesiKitapEKOBKN0003248658.8 BRO 2013Merkez Kütüphane Genel Koleksiyon