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“Us” to co-create value and hate “them”: examining the interplay of consumer-brand identification, peer identification, value co-creation among consumers, competitor brand hate and individualism

European Journal of Marketing (2021) 55 (4): 1023–1066.

https://doi.org/10.1108/EJM-06-2019-0469

Published: 26 November 2020

...Omar S. Itani Purpose The purpose of this paper is to understand the role of identity-based relationships, customer brand identification and peer identification, in driving customer outcomes including customer experiential hedonic value, social influence and repurchase intentions through...

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The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour

Rico Piehler, Ceridwyn King, Christoph Burmann, Lina Xiong

European Journal of Marketing (2016) 50 (9-10): 1575–1601.

https://doi.org/10.1108/EJM-11-2014-0725

Published: 12 September 2016

...Rico Piehler; Ceridwyn King; Christoph Burmann; Lina Xiong Purpose This study aims to develop comprehensive definitions, conceptualizations and measures of four internal brand management (IBM) outcomes, namely, brand understanding, brand identification, brand commitment and brand citizenship...

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Internal branding process: key mechanisms, outcomes and moderating factors

Khanyapuss Punjaisri, Alan Wilson

European Journal of Marketing (2011) 45 (9-10): 1521–1537.

https://doi.org/10.1108/03090561111151871

Published: 20 September 2011

... of brand identification and brand loyalty among service employees. Design/methodology/approach The research, based on a multiple case study representing the hotel industry in Thailand, involved the completion of 30 in‐depth qualitative interviews with customer‐interface employees followed...

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“Us” to co-create value and hate “them”: examining the interplay of consumer-brand identification, peer identification, value co-creation among consumers, competitor brand hate and individualism

The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour

Internal branding process: key mechanisms, outcomes and moderating factors

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“Us” to co-create value and hate “them”: examining the interplay of consumer-brand identification, peer identification, value co-creation among consumers, competitor brand hate and individualism

The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour

Internal branding process: key mechanisms, outcomes and moderating factors

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