Corporate brand management in a charity context: the internal communications challenge

Authors: Ramjaun, T.A.

Journal: Corporate Communications

Volume: 26

Issue: 2

Pages: 296-310

ISSN: 1356-3289

DOI: 10.1108/CCIJ-05-2020-0083

Abstract:

Purpose: The purpose of this paper was to investigate the practical issues and challenges faced when managing a corporate brand internally within a charity context from perspectives of both senior managers and grassroots volunteers. Design/methodology/approach: An interpretive exploratory approach was adopted, where emphasis was placed on giving voice to participants considered as knowledge agents. Data collection methods included a combination of interviews and participatory observation. In-depth qualitative interviews were carried out with seven volunteers (including five branch chairs and one trustee) and five senior managers (chief executive officer [CEO], head of fundraising, national and regional directors and head of information and helplines). Participatory observations included visits in five branches as well as participation in two volunteer-targeted events. Findings: Findings from this study revealed the complexities of managing a charity brand internally with several issues and challenges relating to internal communications. Also, three major themes emerged from insights gathered from both senior managers and volunteers, which are as follows: (1) internal brand clarity, (2) internal relational communications and (3) internal brand presence. Originality/value: The key contribution of the paper lies in exploring the challenges of managing a corporate brand internally from both the perspectives of senior management and volunteers within a unique charity context. The study adds insights on the issues and tension faced by charities in managing their brands internally and provides a series of practical recommendations that might help charities in strengthening their brands from inside.

https://eprints.bournemouth.ac.uk/34320/

Source: Scopus

Preferred by: Tauheed Ramjaun

Corporate brand management in a charity context: the internal communications challenge

Authors: Ramjaun, T.A.

Journal: CORPORATE COMMUNICATIONS

Volume: 26

Issue: 2

Pages: 296-310

eISSN: 1758-6046

ISSN: 1356-3289

DOI: 10.1108/CCIJ-05-2020-0083

https://eprints.bournemouth.ac.uk/34320/

Source: Web of Science (Lite)

Corporate brand management in a charity context: the internal communications challenge

Authors: Ramjaun, T.

Journal: Corporate Communications: an international journal

Publisher: Emerald

eISSN: 1356-3289

ISSN: 1356-3289

DOI: 10.1108/CCIJ-05-2020-0083

Abstract:

Abstract Purpose The purpose of this paper was to investigate the practical issues and challenges faced when managing a corporate brand internally within a charity context from perspectives of both senior managers and grassroots volunteers.

Design/methodology/approach An interpretive exploratory approach was adopted, where emphasis was placed on giving voice to participants considered as knowledge agents. Data collection methods included a combination of interviews and participatory observation. In-depth qualitative interviews were carried out with seven volunteers (including five branch chairs and one trustee) and five senior managers (chief executive officer [CEO], head of fundraising, national and regional directors and head of information and helplines). Participatory observations included visits in five branches as well as participation in two volunteer-targeted events.

Findings Findings from this study revealed the complexities of managing a charity brand internally with several issues and challenges relating to internal communications. Also, three major themes emerged from insights gathered from both senior managers and volunteers, which are as follows: (1) internal brand clarity, (2) internal relational communications and (3) internal brand presence.

Originality/value The key contribution of the paper lies in exploring the challenges of managing a corporate brand internally from both the perspectives of senior management and volunteers within a unique charity context. The study adds insights on the issues and tension faced by charities in managing their brands internally and provides a series of practical recommendations that might help charities in strengthening their brands from inside.

https://eprints.bournemouth.ac.uk/34320/

http://www.emerald.com/

Source: Manual

Corporate brand management in a charity context: the internal communications challenge

Authors: Ramjaun, T.R.

Journal: Corporate Communications: an international journal

Volume: 26

Issue: 2

Pages: 296-310

ISSN: 1356-3289

Abstract:

Abstract Purpose The purpose of this paper was to investigate the practical issues and challenges faced when managing a corporate brand internally within a charity context from perspectives of both senior managers and grassroots volunteers. Design/methodology/approach An interpretive exploratory approach was adopted, where emphasis was placed on giving voice to participants considered as knowledge agents. Data collection methods included a combination of interviews and participatory observation. In-depth qualitative interviews were carried out with seven volunteers (including five branch chairs and one trustee) and five senior managers (chief executive officer [CEO], head of fundraising, national and regional directors and head of information and helplines). Participatory observations included visits in five branches as well as participation in two volunteer-targeted events. Findings Findings from this study revealed the complexities of managing a charity brand internally with several issues and challenges relating to internal communications. Also, three major themes emerged from insights gathered from both senior managers and volunteers, which are as follows: (1) internal brand clarity, (2) internal relational communications and (3) internal brand presence. Originality/value The key contribution of the paper lies in exploring the challenges of managing a corporate brand internally from both the perspectives of senior management and volunteers within a unique charity context. The study adds insights on the issues and tension faced by charities in managing their brands internally and provides a series of practical recommendations that might help charities in strengthening their brands from inside.

https://eprints.bournemouth.ac.uk/34320/

Source: BURO EPrints