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- Title
Entre désenchantement et pragmatisme, les stratégies des collaborateurs face aux incohérences entre la marque et le vécu de travail.
- Authors
Berger-Remy, Fabienne; Delmas, Sylvain; de Villartay, Sophie
- Abstract
Companies, especially those operating in the services sector, have understood the importance of soliciting their employees as brand ambassadors. Internal branding refers to an array of practices aimed at acculturating employees to the brand, so that they adopt a brand-supporting behaviour especially when in contact with customers. This exploratory research, based on professional life stories, focuses on the reactions of employees facing an inconsistency between the brand values and their daily work. Based on developments in the theory of cognitive dissonance, it shows that the relationship between employees and the brand is micro-situated and dynamic, and that it evolves according to initial attachment, work experiences, individual characteristics, and the social environment. From these results, an evolution of internal branding that takes more into account the situation of employees can be envisioned.
- Publication
Décisions Marketing, 2020, Issue 99, p37
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/DM.099.37.59