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Title: A new model of living the brand : the emergence and impact of brand value aligned behaviour in social banks
Author: Brodbeck, Heinz
Awarding Body: University of Strathclyde
Current Institution: University of Strathclyde
Date of Award: 2012
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The purpose of this research undertaking has been to fundamentally look at brand-value orientation of social banks. The Project has specifically addressed the question how brand value aligned behaviour of employees emerges and how Living the Brand (LtB) affects individual work performance. From a social constructionist view multiple case study research with two social banks has been applied in an explanatory mode with literal replication. 19 depth interviews and three surveys including scaled and open-ended questions with total 242 respondents have been conducted and 925 statements to open-ended research questions have been analysed. Various models of Living the Brand have been estimated using structural equation modeling technique. The results of the Project have then been evaluated by expert interviews. The application of mixed methods has increased reliabi lity and validity of the case studies. The Project has concluded that Brand Orientation Intelligence, perceived Person-Organisation Fit, and Brand Identification significantly impact on one or more of the components of Living the Brand. The inner structure of Living the Brand has been conceptualized to include LtB Loyalty as the time/durability component, LtB Compliance as the normative dimension, and LtB Advocacy as the promotion dimension. These components have been related. Intention to stay with the enterprise i.e. LtB Loyalty has been found to negatively influence self assessed Comparative Individual Brand Performance (CIBP) whilst employees' adherence to behavioural brand standards i.e. LtB Compliance has positively affected CIBP. It has been confirmed that the chosen measurement items that have been borrowed from scales that have already been tested within contexts of for-profit enterprises also work in the context of social banks. The managerial implications of the results are in internal brand management, marketing and human resources management. The Project has been original in the sense that it hhas complemented with a value based perspective past research that has looked at internal branding from a marketing control perspective and it has presented a new model of Living the Brand. It has also been the first time that brand aligned employee behaviour has been researched in social banks. The Project has also provided first empirical evidence that employees of social banks are indeed driven by intrinsic values. The Project doesn't claim its results are generalisable, however it prudently suggests that the results are valid for private enterprises that are value centric and socially oriented such as a social bank.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (D.B.A.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available