The Role of Internal Branding in Nonprofit Brand Management: An Empirical Investigation

Authors: Liu, G., Chapleo, C., Ko, W.W. and Ngugi, I.K.

Journal: Nonprofit and Voluntary Sector Quarterly

Volume: 44

Issue: 2

Pages: 319-339

ISSN: 0899-7640

DOI: 10.1177/0899764013511303

Abstract:

Internal branding refers to an organization’s attempts to persuade its staff to buy-in to the organization’s brand value and transform it into a reality. Drawing from self-determination theory and leadership theory, we seek to develop a deeper understanding of the process of internal branding in the nonprofit sector. More specifically, we propose and examine the mediating effects of the staff’s emotional brand attachment, staff service involvement, and the moderating effect of charismatic leadership on the brand orientation behavior–organizational performance relationship using data obtained from the representatives of 301 nonprofit organizations in the United Kingdom. On a general level, the findings suggest that staff emotional brand attachment and staff service involvement are linked to brand orientation and organizational performance. Moreover, charismatic leadership increases the strength of this linkage. All of these findings extend the literature on internal branding.

http://eprints.bournemouth.ac.uk/21767/

Source: Scopus

The Role of Internal Branding in Nonprofit Brand Management: An Empirical Investigation

Authors: Liu, G., Chapleo, C., Ko, W.W. and Ngugi, I.K.

Journal: NONPROFIT AND VOLUNTARY SECTOR QUARTERLY

Volume: 44

Issue: 2

Pages: 319-339

eISSN: 1552-7395

ISSN: 0899-7640

DOI: 10.1177/0899764013511303

http://eprints.bournemouth.ac.uk/21767/

Source: Web of Science (Lite)

The Role of Internal Branding in Nonprofit Brand Management: An Empirical Investigation

Authors: Liu, G., Chapleo, C., Ko, W. and Ngugi, I.K.

Journal: Nonprofit and Voluntary Sector Quarterly

Pages: 319-339

DOI: 10.1177/0899764013511303

http://eprints.bournemouth.ac.uk/21767/

Source: Manual

Preferred by: Isaac Ngugi