Purpose – This paper seeks to propose and test the appropriateness of a brand community within an internal branding framework. Design/methodology/approach – Using the multidimensional constructs of brand community and the strengths of internal branding strategies, this study explores the...

Higher education in the United States is rapidly moving toward a marketized model of service provision, one emphasizing marketing practices based upon relevance and student satisfaction. The results of the study reported herein suggest that such strategies may not ensure equal balance between...

<title>ABSTRACT</title> As competition for top athletes intensifies, and as challenges associated with recruitment increase, universities must develop and employ recruiting strategies based upon attributes that student-athletes identify as important to their decision-making process. The study investigates...

<title>ABSTRACT</title> Branding efforts have typically focused on external promotional strategies to develop brand image. Recently, the brand messages conveyed to employees of an organization have been recognized as being equally as important as the brand messages sent to external stakeholders. This study...

Organizational development and change may be initiated from two different starting points. A diagnostic approach begins with an examination of problems to assess and correct dysfunction. In contrast, the Appreciative Inquiry approach begins by identifying an organization’s strengths as...

Based on the careful observation and interviews of employees at three companies, and supplemented by cases from the popular business press, a discovery approach is used to derive four management principles that engender creativity and innovation in organizations: (1) manage organizations so that...

This study investigates the influence of vision and touch inputs and gender on the creativity of consumer-derived product concepts. Manipulating vision and touch richness affects how much information is apprehended from product components. Tests include solid three-dimensional components (rich...