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

Liu, G., Chapleo, C., Ko, W. W. and Ngugi, I. K., 2015. The Role of Internal Branding in Nonprofit Brand Management: An Empirical Investigation. Nonprofit and Voluntary Sector Quarterly, 44 (2), 319-339.

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BrandONPOFinal.pdf - Submitted Version


DOI: 10.1177/0899764013511303


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 behaviour-organizational performance relationship using data obtained from the representatives of 301 UK nonprofit organizations. 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.

Item Type:Article
Uncontrolled Keywords:brand orientation, staff emotional brand attachment, staff service involvement, charismatic leadership, internal branding
Group:Bournemouth University Business School
ID Code:21767
Deposited By: Symplectic RT2
Deposited On:16 Mar 2015 14:33
Last Modified:14 Mar 2022 13:50


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