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Organizational resilience and internal branding: investigating the effects triggered by self-service technology

Biedenbach, Galina ; Biedenbach, Thomas ; Hulten, Peter and Tarnovskaya, Veronika LU (2022) In Journal of Brand Management 29(4). p.420-433
Abstract
The majority of studies on internal brand equity examine its various dimensions and relationships between them. While prior research specifes organizational practices relevant for successful internal branding, the insights about the impact of essential organizational factors on internal brand equity are still limited. This study focuses on organizational resilience that is vital for the existence of organizations not only during a crisis, but also during everyday operations. The main purpose of this study is to investigate the impact of organizational resilience on internal brand equity considering the efects triggered by self-service technology (SST) in retailing. Since retailing had been signifcantly transformed by technological... (More)
The majority of studies on internal brand equity examine its various dimensions and relationships between them. While prior research specifes organizational practices relevant for successful internal branding, the insights about the impact of essential organizational factors on internal brand equity are still limited. This study focuses on organizational resilience that is vital for the existence of organizations not only during a crisis, but also during everyday operations. The main purpose of this study is to investigate the impact of organizational resilience on internal brand equity considering the efects triggered by self-service technology (SST) in retailing. Since retailing had been signifcantly transformed by technological innovations over the past decade, we explore the efects of employees’ perceptions about performance of SST. The results of a survey conducted among retail employees in Sweden demonstrate that organizational resilience and employees’ perceptions about technological innovations are critical for enhancing internal brand equity, which includes brand orientation, internal brand knowledge, internal brand involvement, and internal brand commitment. (Less)
Abstract (Swedish)
The majority of studies on internal brand equity examine its various dimensions and relationships between them. While prior research specifies organizational practices relevant for successful internal branding, the insights about the impact of essential organizational factors on internal brand equity are still limited. This study focuses on organizational resilience that is vital for the existence of organizations not only during a crisis, but also during everyday operations. The main purpose of this study is to investigate the impact of organizational resilience on internal brand equity considering the effects triggered by self-service technology (SST) in retailing. Since retailing had been significantly transformed by technological... (More)
The majority of studies on internal brand equity examine its various dimensions and relationships between them. While prior research specifies organizational practices relevant for successful internal branding, the insights about the impact of essential organizational factors on internal brand equity are still limited. This study focuses on organizational resilience that is vital for the existence of organizations not only during a crisis, but also during everyday operations. The main purpose of this study is to investigate the impact of organizational resilience on internal brand equity considering the effects triggered by self-service technology (SST) in retailing. Since retailing had been significantly transformed by technological innovations over the past decade, we explore the effects of employees’ perceptions about performance of SST. The results of a survey conducted among retail employees in Sweden demonstrate that organizational resilience and employees’ perceptions about technological innovations are critical for enhancing internal brand equity, which includes brand orientation, internal brand knowledge, internal brand involvement, and internal brand commitment. (Less)
Please use this url to cite or link to this publication:
author
; ; and
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
Internal brand equity, Internal branding, Resilience, Retailing, Self-service, SST
in
Journal of Brand Management
volume
29
issue
4
pages
420 - 433
publisher
Palgrave Macmillan
external identifiers
  • scopus:85127724619
ISSN
1479-1803
DOI
10.1057/s41262-022-00275-9
language
English
LU publication?
yes
id
4be76b3d-8f0a-43fa-be6b-7a80bfab8f8b
date added to LUP
2022-05-02 21:16:39
date last changed
2022-11-15 20:02:50
@article{4be76b3d-8f0a-43fa-be6b-7a80bfab8f8b,
  abstract     = {{The majority of studies on internal brand equity examine its various dimensions and relationships between them. While prior research specifes organizational practices relevant for successful internal branding, the insights about the impact of essential organizational factors on internal brand equity are still limited. This study focuses on organizational resilience that is vital for the existence of organizations not only during a crisis, but also during everyday operations. The main purpose of this study is to investigate the impact of organizational resilience on internal brand equity considering the efects triggered by self-service technology (SST) in retailing. Since retailing had been signifcantly transformed by technological innovations over the past decade, we explore the efects of employees’ perceptions about performance of SST. The results of a survey conducted among retail employees in Sweden demonstrate that organizational resilience and employees’ perceptions about technological innovations are critical for enhancing internal brand equity, which includes brand orientation, internal brand knowledge, internal brand involvement, and internal brand commitment.}},
  author       = {{Biedenbach, Galina and Biedenbach, Thomas and Hulten, Peter and Tarnovskaya, Veronika}},
  issn         = {{1479-1803}},
  keywords     = {{Internal brand equity; Internal branding; Resilience; Retailing; Self-service; SST}},
  language     = {{eng}},
  month        = {{04}},
  number       = {{4}},
  pages        = {{420--433}},
  publisher    = {{Palgrave Macmillan}},
  series       = {{Journal of Brand Management}},
  title        = {{Organizational resilience and internal branding: investigating the effects triggered by self-service technology}},
  url          = {{http://dx.doi.org/10.1057/s41262-022-00275-9}},
  doi          = {{10.1057/s41262-022-00275-9}},
  volume       = {{29}},
  year         = {{2022}},
}