Building brand commitment: A behavioural approach to internal brand management

By Christoph Burmann, Sabrina Zeplin. 2005

685 citations recorded by the source corpus.

Subfields: Marketing, Social Psychology, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/3ba37e2372f00a0d61b51c2d04676e0997817448

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Citations in the corpus

Exploring the impact of employees’ self-concept, brand identification and brand pride on brand citizenship behaviors (2016, background): “The term brand citizenship behavior (BCB) describes discretionary behavior, which in the aggregate enhances the brand (Burmann and Zeplin, 2005; Chiang et al., 2012) andmainly refers to participation (on the job) and positive word-of-mouth (off the job).”
Multi-method research on consumer–brand associations: Comparing free associations, storytelling, and collages (2010, background): “Internal branding emphasizes the importance of the corporate brand as a source of employee commitment (Burmann & Zeplin, 2005).”
Exploring consumer‐brand relationship quality and identification (2012, background): “Identification with the brand has also been studied among employees producing and offering the brand reflecting the sense of belonging to the group determining the brand experience, and a perception of being intertwined with the group’s fate (Burnmann and Zeplin, 2004).”
Brand authenticity: An integrative framework and measurement scale (2013, background): “If promises made in a brand's communication activities are not kept along all consumer-brand touch points, the brand's credibility decreases (Burmann & Zeplin, 2005).”
Effect of dimensions of place attachment on residents’ word-of-mouth behavior (2014, background): “Burmann and Zeplin (2005), from the internal branding perspective, define brand commitment as the extent of psychological attachment of employees to the brand and argued that brand commitment can influence employees’ intention to exert brand citizenship behavior.”