Chapter 5: Creating New Brands
Formisano, M., Pauwels, K., & Zarantonello, L. (2020). A broader view on brands’ growth and decline. International Journal of Market Research, 62(2), 127–138.
Examines an alternate way to build brand value from scratch
Morhart, F. M., Herzog, W., & Tomczak, T. (2009). Brand-Specific Leadership: Turning Employees into Brand Champions. Journal of Marketing, 73(5), 122–142.
Identifies internal aspects of branding and how to engage employees with the brand
Sirianni, N. J., Bitner, M. J., Brown, S. W., & Mandel, N. (2013). Branded Service Encounters: Strategically Aligning Employee Behavior with the Brand Positioning. Journal of Marketing, 77(6), 108–123.
Alignment focus - closing culture identity and image gaps
Tanwar, K., & Prasad, A. (2016). Exploring the Relationship between Employer Branding and Employee Retention. Global Business Review, 17(3_suppl), 186S-206S.
Focus on empoyer branding