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...

<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...

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...

Building brand loyalty has become more important, yet more difficult to achieve in today's marketplace. This research investigates a possible avenue for building brand loyalty that is not directly related to the marketing of the product – attracting individual investors in the brand's...

Purpose – Many articles and books have been written about building, measuring and managing brand equity – primarily from the perspective of the marketing function. However, the management of the “internal touchpoints” necessary to deliver on the brand promise has received less attention....

Purpose – Auditory branding is the association of a non‐verbal, auditory identity for a brand. Sonic logos, or “sogos,” are a key element of sonic branding. This paper seeks to examine the systematic influence of an objective property, the number of tones in a sogo, on consumers'...

One of the most popular topics in American business today is reengineering. Rarely has such a misunderstood term been embraced so widely in theory and in practice. Numerous definitions and lists of key components to successful reengineering have confused managers as to what reengineering is in...

<title>ABSTRACT</title> Institutions of higher education are becoming increasingly dependent on external seminars to corporate employees as a means of meeting a growing number of business needs. As the variety of seminars expands, questions concerning the optimal seminar format must be addressed. The current,...