How Internal Brand Management relates to Brand Citizenship Behaviour. Internal Brand Management and Brand Citizenship Behaviour within the South African financial services sector

      Аннотация: This study addresses the nature of the relationship between brand citizenship behaviour and its antecedent instigator, strategic internal brand management as they pertain to the quest for distinctive service competencies by firms in the financial services sector. In today's fast moving technologically accelerated world of commerce and industry, the quest for differentiation and innovation has simultaneously become acute while at the same time significantly more challenging to attain and sustain. Such behoves organisations to identify competency areas that can be leveraged for segment level distinctiveness. For one, the value of a strong brand is well recognised in business and much has been written about the diversity of elements that accentuate the construct of a brand. Being exploratory in nature, the study was guided by a qualitative design. In-depth interviews were conducted with a sample of executives representing the functions of marketing, human resources and operations from a selection of leading South African financial services firms as part of an exploratory investigation.

Ключевые слова: Internal Brand Management, Brand Citizenship Behaviour, brand identity, brand communication, Brand Leadership, Internal Marketing, Retail Financial Services