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Internal brand citizenship in omni-channel retailing: Investigating the impact of self-service technologies
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
Lund University, School of Economics and Management, Department of Business Administration.
2018 (English)Conference paper, Oral presentation only (Other academic)
Abstract [en]

The main purpose of this study is to investigate the impact of internal branding and self-service technologies on work meaningfulness and internal brand commitment in the context of omni-channel retailing. The findings confirm significant positive effects between the factors of internal brand citizenship.The study demonstrates significant effects of employees’ perceptions about self-service technologies and customers on work meaningfulness and internal brand commitment. The study advances the current state of knowledge on internal branding and retailing by investigating the effects of technological innovations on internal brand citizenship. The study contributes to managerial practice by providing practical recommendations on how companies can effectively use self-service technologies to enhance employees’ work meaningfulness and internal brand commitment, as well as to increase the value of the corporate brand and employer attractiveness.

Place, publisher, year, edition, pages
2018.
Keywords [en]
brand citizenship, internal branding, internal brand commitment, work meaningfulness, retailing, omni-channel, self-service technologies.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:umu:diva-148904OAI: oai:DiVA.org:umu-148904DiVA, id: diva2:1217247
Conference
13th Global Brand Conference of Academy of Marketing - Brand, Identity and Corporate Reputation SIG, Northumbria University, Newcastle, UK, May 2-4, 2018
Available from: 2018-06-12 Created: 2018-06-12 Last updated: 2019-06-27Bibliographically approved

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Biedenbach, GalinaBiedenbach, ThomasHultén, Peter

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf