IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v130y2021icp709-723.html
   My bibliography  Save this article

Corporate rebranding: An internal perspective

Author

Listed:
  • Joseph, Abraham
  • Gupta, Suraksha
  • Wang, YiChuan
  • Schoefer, Klaus

Abstract

Corporate rebranding that modifies logos, tagline and the corporate brand name is common among practitioners. Available literature reports the success of corporate rebranding by the response and perception of external stakeholders but there is little reflection of the internal perspective. Employees however represent the brand values and fulfil the corporate brand promise. To fill this gap a multiple case study approach was adopted, and semi-structured in-depth interviews were conducted followed by thematic analysis of the data. Findings of the study emphasized upon the role of rebranding communication by leadership in facilitating changes to the corporate brand, resulting in employee buy-in. This important contribution to the literature will also help managers achieve employee buy-in to strategic changes in the organisation especially post Brexit. Further research is recommended to measure existing levels of employee engagement and corporate brand identification that will support post rebranding employee buy-in.

Suggested Citation

  • Joseph, Abraham & Gupta, Suraksha & Wang, YiChuan & Schoefer, Klaus, 2021. "Corporate rebranding: An internal perspective," Journal of Business Research, Elsevier, vol. 130(C), pages 709-723.
    • Handle: RePEc:eee:jbrese:v:130:y:2021:i:c:p:709-723
    DOI: 10.1016/j.jbusres.2020.04.020
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296320302368
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2020.04.020?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Miller, Dale & Merrilees, Bill, 2013. "Rebuilding community corporate brands: A total stakeholder involvement approach," Journal of Business Research, Elsevier, vol. 66(2), pages 172-179.
    2. Dennis A. Gioia & Kumar Chittipeddi, 1991. "Sensemaking and sensegiving in strategic change initiation," Strategic Management Journal, Wiley Blackwell, vol. 12(6), pages 433-448, September.
    3. Wilmar Schaufeli & Marisa Salanova & Vicente González-romá & Arnold Bakker, 2002. "The Measurement of Engagement and Burnout: A Two Sample Confirmatory Factor Analytic Approach," Journal of Happiness Studies, Springer, vol. 3(1), pages 71-92, March.
    4. Buil, Isabel & Martínez, Eva & Matute, Jorge, 2016. "From internal brand management to organizational citizenship behaviours: Evidence from frontline employees in the hotel industry," Tourism Management, Elsevier, vol. 57(C), pages 256-271.
    5. Syed Alwi, Sharifah Faridah & Kitchen, Philip J., 2014. "Projecting corporate brand image and behavioral response in business schools: Cognitive or affective brand attributes?," Journal of Business Research, Elsevier, vol. 67(11), pages 2324-2336.
    6. Chris Chapleo, 2015. "Brands in Higher Education," International Studies of Management & Organization, Taylor & Francis Journals, vol. 45(2), pages 150-163, April.
    7. Lings, Ian N., 2004. "Internal market orientation: Construct and consequences," Journal of Business Research, Elsevier, vol. 57(4), pages 405-413, April.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Rian Beise-Zee, 2022. "Brand equity retention after rebranding: a resource-based perspective," Journal of Brand Management, Palgrave Macmillan, vol. 29(2), pages 208-224, March.
    2. Kannou, Ahmed, 2024. "Les Facteurs Clés de Succès d'une Substitution d’Enseignes [The Key Success Factors of Brand Substitution]," MPRA Paper 120234, University Library of Munich, Germany.
    3. Marwa Ulfa & Farida Hariyati & Deni Adha Akbari, 2023. "Social Media Rebranding Strategies for Expanding Audience Reach on Higher Education Institution Promotions and Admissions," Technium Social Sciences Journal, Technium Science, vol. 42(1), pages 76-85, April.
    4. Xiongkai Tan & Sha Zhang & Hong Zhao, 2023. "Does the impact of corporate brand name changes differ between online and offline channels? The case of McDonald’s China," Journal of Brand Management, Palgrave Macmillan, vol. 30(6), pages 479-489, November.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Nguyen Thi Hong Phuong & Le Nguyen Hau & Tran Thi Tuyet & Nguyen Van Tuan, 2018. "Internal market orientation, frontliners' organizational commitment and customer-oriented behavior: A study of airport service in Vietnam," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 8(1), pages 65-78.
    2. Clément Desgourdes & Daniel Leroy, 2019. "Measuring the influence of sensegiving on employees' commitment to work during a period of organizational change [Mesure de l’influence du sensegiving sur l’engagement au travail des salariés en pé," Post-Print hal-02442644, HAL.
    3. Mader, Xana & Santos, Joana & Gonçalves, Gabriela, 2018. "Job Satisfaction In A Tourist Resort In Portugal," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 6(3), pages 314-325.
    4. Magnus Schückes & Tobias Gutmann, 2021. "Why do startups pursue initial coin offerings (ICOs)? The role of economic drivers and social identity on funding choice," Small Business Economics, Springer, vol. 57(2), pages 1027-1052, August.
    5. Serdar Çop & Victor Oluwafemi Olorunsola & Uju Violet Alola, 2021. "Achieving environmental sustainability through green transformational leadership policy: Can green team resilience help?," Business Strategy and the Environment, Wiley Blackwell, vol. 30(1), pages 671-682, January.
    6. Onintze Letona-Ibañez & Silvia Martinez-Rodriguez & Nuria Ortiz-Marques & Maria Carrasco & Alejandro Amillano, 2021. "Job Crafting and Work Engagement: The Mediating Role of Work Meaning," IJERPH, MDPI, vol. 18(10), pages 1-15, May.
    7. Matt Grimes, 2010. "Strategic Sensemaking within Funding Relationships: The Effects of Performance Measurement on Organizational Identity in the Social Sector," Entrepreneurship Theory and Practice, , vol. 34(4), pages 763-783, July.
    8. Paula van Dommelen & Jennifer K Coffeng & Hidde P van der Ploeg & Allard J van der Beek & Cécile R L Boot & Ingrid J M Hendriksen, 2016. "Objectively Measured Total and Occupational Sedentary Time in Three Work Settings," PLOS ONE, Public Library of Science, vol. 11(3), pages 1-13, March.
    9. Julia VINCENT PONROY & Patrick LÊ & Camille PRADIES, 2019. "In a Family Way? A Model of Family Firm Identity Maintenance by Non-Family Members," Working Papers 2019-015, Department of Research, Ipag Business School.
    10. Balaji, M.S. & Roy, Sanjit Kumar & Sadeque, Saalem, 2016. "Antecedents and consequences of university brand identification," Journal of Business Research, Elsevier, vol. 69(8), pages 3023-3032.
    11. Gavin M Schwarz & Karin Sanders & Dave Bouckenooghe, 2020. "In the driving seat: Executive’s perceived control over environment," Australian Journal of Management, Australian School of Business, vol. 45(2), pages 317-342, May.
    12. Sirén, Charlotta & Kohtamäki, Marko, 2016. "Stretching strategic learning to the limit: The interaction between strategic planning and learning," Journal of Business Research, Elsevier, vol. 69(2), pages 653-663.
    13. Viktoria Maria Baumeister & Leonie Petra Kuen & Maike Bruckes & Gerhard Schewe, 2021. "The Relationship of Work-Related ICT Use With Well-being, Incorporating the Role of Resources and Demands: A Meta-Analysis," SAGE Open, , vol. 11(4), pages 21582440211, November.
    14. Shilei Zhang & Rui Shi & Liping Yun & Xuefei Li & Yun Wang & Hongbin He & Danmin Miao, 2015. "Self-regulation and Study-Related Health Outcomes: A Structural Equation Model of Regulatory Mode Orientations, Academic Burnout and Engagement Among University Students," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 123(2), pages 585-599, September.
    15. Tammy E. Beck & Donde Ashmos Plowman, 2009. "Experiencing Rare and Unusual Events Richly: The Role of Middle Managers in Animating and Guiding Organizational Interpretation," Organization Science, INFORMS, vol. 20(5), pages 909-924, October.
    16. Maria Giuseppina Bruna & Luc Frédéric Ducray & Nathalie Montargot, 2017. "Décrypter les ambiguïtés de la société post-moderne pour penser la morphologie de l'entreprise de demain. Une illustration réticulaire," Post-Print hal-01867619, HAL.
    17. Helena Alves & Arminda do Paço & Carla Roberto, 2015. "Influence of Internal Marketing on Organizational Commitment-Evidence from Care Institutions for the Elderly," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 27(2), pages 237-250.
    18. Samia Chreim, 2005. "The Continuity–Change Duality in Narrative Texts of Organizational Identity," Journal of Management Studies, Wiley Blackwell, vol. 42(3), pages 567-593, May.
    19. Félicia Saïah & Diego Vega & Harwin de Vries & Joakim Kembro, 2023. "Process modularity, supply chain responsiveness, and moderators: The Médecins Sans Frontières response to the Covid‐19 pandemic," Production and Operations Management, Production and Operations Management Society, vol. 32(5), pages 1490-1511, May.
    20. Umair Ahmed & Abdul Halim Abdul Majid & Md Lazim Mohd Zin, 2016. "Meaningful Work and Work Engagement: A Relationship Demanding Urgent Attention," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 6(8), pages 116-122, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:130:y:2021:i:c:p:709-723. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.