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dc.contributor.authorYakimova, Raisa
dc.contributor.authorMerrilees, Bill
dc.contributor.authorMiller, Dale
dc.contributor.editorCampbell, C
dc.contributor.editorMa, JJ
dc.date.accessioned2018-10-12T01:31:46Z
dc.date.available2018-10-12T01:31:46Z
dc.date.issued2016
dc.identifier.isbn978-3-319-24182-1
dc.identifier.doi10.1007/978-3-319-24184-5_186
dc.identifier.urihttp://hdl.handle.net/10072/336488
dc.description.abstractCommunity organizations are increasingly adopting corporate rebranding to enhance brand equity. However, existing branding and rebranding studies indicate community organizations often fail to reach their full potential because of (1) a fuzzy brand vision that does not fully utilize their very powerful values, and (2) an incomplete buy-in to the brand from internal stakeholders. The paper develops a conceptual framework of corporate rebranding for community organizations. The framework depicts organizational commitment as the pivotal construct. Internal branding activities associated with rebranding positively influence organizational commitment, directly and indirectly. Strong commitment empowers staff to live the brand consistently, influencing brand equity. This paper argues that using organizational commitment and applying social identity theory allows a greater understanding of internal branding processes.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherSpringer International Publishing
dc.publisher.placeUnited States
dc.relation.ispartofbooktitleLooking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing
dc.relation.ispartofchapter18
dc.relation.ispartofpagefrom764
dc.relation.ispartofpageto771
dc.subject.fieldofresearchMarketing not elsewhere classified
dc.subject.fieldofresearchcode350699
dc.titleEngaging Internal Stakeholders: Revitalizing Community Organizations Through Rebranding
dc.typeBook chapter
dc.type.descriptionB1 - Chapters
dc.type.codeB - Book Chapters
gro.facultyGriffith Business School, Department of Marketing
gro.hasfulltextNo Full Text
gro.griffith.authorMiller, Dale
gro.griffith.authorMerrilees, Bill J.
gro.griffith.authorYakimova, Raisa


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