TY - JOUR
T1 - Internal brand identification as metamorphic glue in the internal branding process within a retailer network
AU - O’Callaghan, Edmund
AU - Murray, John
N1 - Publisher Copyright:
© 2017 Informa UK Limited, trading as Taylor & Francis Group.
PY - 2017/10/20
Y1 - 2017/10/20
N2 - The growth of collaborative independent retail networks (CIRN’s) has been a significant response by independents to the growing power of retailer multiples. These networks vary in nature and structure, but share a common objective of improved competitiveness through more effective buying, pooled marketing and/or national brand recognition. At a minimum, these networks have enabled independent retailers to achieve a relative degree of competitive parity with multiples, through participation in strategic brand building. Consequently, there is a need for a greater understanding of key issues relating to building independent store brands through collaborative networks. This research aims to better understand the internal branding process within CIRNs, a relatively unexplored area of both the corporate branding, retail and organisational studies literatures. It focuses on one antecedent of internal brand commitment, namely brand identity, interpreted as the metamorphic glue in the internal branding process, using a multiple case methodology. Findings indicated a perception of shared values, shared goals, common branding challenges and strategic fit with the network brand that was key to the level of internal brand identification, but it was the level of social identification among owner-managers that provided fertile ground for internal brand commitment to develop.
AB - The growth of collaborative independent retail networks (CIRN’s) has been a significant response by independents to the growing power of retailer multiples. These networks vary in nature and structure, but share a common objective of improved competitiveness through more effective buying, pooled marketing and/or national brand recognition. At a minimum, these networks have enabled independent retailers to achieve a relative degree of competitive parity with multiples, through participation in strategic brand building. Consequently, there is a need for a greater understanding of key issues relating to building independent store brands through collaborative networks. This research aims to better understand the internal branding process within CIRNs, a relatively unexplored area of both the corporate branding, retail and organisational studies literatures. It focuses on one antecedent of internal brand commitment, namely brand identity, interpreted as the metamorphic glue in the internal branding process, using a multiple case methodology. Findings indicated a perception of shared values, shared goals, common branding challenges and strategic fit with the network brand that was key to the level of internal brand identification, but it was the level of social identification among owner-managers that provided fertile ground for internal brand commitment to develop.
KW - Brand identification
KW - Ireland
KW - collaborative independent retailer network
KW - internal branding
KW - strategic brand building
UR - http://www.scopus.com/inward/record.url?scp=85038123936&partnerID=8YFLogxK
U2 - 10.1080/09593969.2017.1383294
DO - 10.1080/09593969.2017.1383294
M3 - Article
SN - 0959-3969
VL - 27
SP - 533
EP - 551
JO - International Review of Retail, Distribution and Consumer Research
JF - International Review of Retail, Distribution and Consumer Research
IS - 5
ER -