IDEAS home Printed from https://ideas.repec.org/a/pal/jobman/v25y2018i3d10.1057_s41262-018-0098-0.html
   My bibliography  Save this article

Sponsorship as an internal branding tool and its effects on employees’ identification with the brand

Author

Listed:
  • Katharina Maria Hofer

    (Johannes Kepler University)

  • Reinhard Grohs

    (Seeburg Castle University)

Abstract

Recent research has acknowledged that a firm’s external advertising targeted at consumers can also be used for internal branding activities. The present study extends this research stream and investigates the role of a firm’s sponsorships directed towards consumers in achieving internal branding goals. Specifically, this study examines how employees’ perceptions of sponsorship characteristics impact their identification with the brand. Results from an empirical study with the employees of backaldrin, an Austrian producer of baking ingredients sponsoring the Austrian national biathlon team, indicate that employees with better general attitude towards sponsorship show higher brand identification. Employees’ attitudes towards the sponsored property and perceived fit between the sponsor and the sponsored property have no direct effect on brand identification, but are positively related with employees’ general attitude towards sponsorship. The study concludes with managerial implications how companies can implement sponsorship as an effective internal branding tool.

Suggested Citation

  • Katharina Maria Hofer & Reinhard Grohs, 2018. "Sponsorship as an internal branding tool and its effects on employees’ identification with the brand," Journal of Brand Management, Palgrave Macmillan, vol. 25(3), pages 266-275, May.
    • Handle: RePEc:pal:jobman:v:25:y:2018:i:3:d:10.1057_s41262-018-0098-0
    DOI: 10.1057/s41262-018-0098-0
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41262-018-0098-0
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1057/s41262-018-0098-0?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. Grohs, Reinhard & Reisinger, Heribert, 2014. "Sponsorship effects on brand image: The role of exposure and activity involvement," Journal of Business Research, Elsevier, vol. 67(5), pages 1018-1025.
    2. Burmann, Christoph & Piehler, Rico, 2013. "Employer Branding vs. Internal Branding – Ein Vorschlag zur Integration im Rahmen der identitätsbasierten Markenführung," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 67(3), pages 223-245.
    3. Leslie De Chernatony & Susan Cottam & Susan Segal-Horn, 2006. "Communicating Services Brands' Values Internally and Externally," The Service Industries Journal, Taylor & Francis Journals, vol. 26(8), pages 819-836, December.
    4. Miles, Sandra Jeanquart & Mangold, W. Glynn, 2005. "Positioning Southwest Airlines through employee branding," Business Horizons, Elsevier, vol. 48(6), pages 535-545.
    5. Lings, Ian N., 2004. "Internal market orientation: Construct and consequences," Journal of Business Research, Elsevier, vol. 57(4), pages 405-413, April.
    6. Acito, Franklin & Ford, Jeffrey D., 1980. "How advertising affects employees," Business Horizons, Elsevier, vol. 23(1), pages 53-59, February.
    7. Clay M. Voorhees & Michael K. Brady & Roger Calantone & Edward Ramirez, 2016. "Discriminant validity testing in marketing: an analysis, causes for concern, and proposed remedies," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 119-134, January.
    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. Debasis Pradhan & Ritu Malhotra & Tapas Ranjan Moharana, 2020. "When fan engagement with sports club brands matters in sponsorship: influence of fan–brand personality congruence," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 77-92, January.
    2. Shaun M. Powell, 2018. "Journal of Brand Management: year end review 2018," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 494-499, November.
    3. Tapas Ranjan Moharana & Debashree Roy & Garima Saxena, 2023. "Brand sponsorship effectiveness: how self-congruity, event attachment, and subjective event knowledge matters to sponsor brands," Journal of Brand Management, Palgrave Macmillan, vol. 30(5), pages 432-448, September.
    4. David Barros-Arrieta & Ernesto García-Cali, 2021. "Internal branding: conceptualization from a literature review and opportunities for future research," Journal of Brand Management, Palgrave Macmillan, vol. 28(2), pages 133-151, March.

    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. Rico Piehler & Michael Schade & Christoph Burmann, 2019. "Employees as a second audience: the effect of external communication on internal brand management outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 445-460, July.
    2. Rico Piehler, 2018. "Employees’ brand understanding, brand commitment, and brand citizenship behaviour: a closer look at the relationships among construct dimensions," Journal of Brand Management, Palgrave Macmillan, vol. 25(3), pages 217-234, May.
    3. Nguyen, Long Thang Van & Lu, Vinh Nhat & Hill, Sally Rao & Conduit, Jodie, 2019. "The mediating role of brand knowledge on employees’ brand citizenship behaviour: Does organizational tenure matter?," Australasian marketing journal, Elsevier, vol. 27(3), pages 169-178.
    4. Chen, Yanyan & Mandler, Timo & Meyer-Waarden, Lars, 2021. "Three decades of research on loyalty programs: A literature review and future research agenda," Journal of Business Research, Elsevier, vol. 124(C), pages 179-197.
    5. Wang, Le & Luo, Xin (Robert) & Li, Han, 2022. "Envy or conformity? An empirical investigation of peer influence on the purchase of non-functional items in mobile free-to-play games," Journal of Business Research, Elsevier, vol. 147(C), pages 308-324.
    6. Wünderlich, Nancy V. & Iseke, Anja & Becker-Özcamlica, Hürrem, 2020. "Branded Employee Behaviour as a Double-Edged Sword: How Perceptions of Service Employees Impact Job Seekers' Application Intentions," SMR - Journal of Service Management Research, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 4(4), pages 205-215.
    7. Mahadzirah Mohamad & Asyraf Afthanorhan* & Zainudin Awang & Morliyati Mohammad, 2019. "Comparison Between CB-SEM and PLS-SEM: Testing and Confirming the Maqasid Syariah Quality of Life Measurement Model," The Journal of Social Sciences Research, Academic Research Publishing Group, vol. 5(3), pages 608-614, 03-2019.
    8. 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.
    9. Yuan-Shuh Lii & May-Ching Ding & Chih-Huang Lin, 2018. "Fair or Unfair: The Moderating Effect of Sustainable CSR Practices on Anticipatory Justice Following Service Failure Recovery," Sustainability, MDPI, vol. 10(12), pages 1-21, December.
    10. Rebecca Pera & Giampaolo Viglia, 2017. "Can snacking be healthy? A comparison between coeliacs and health conscious food consumers," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(3), pages 79-99.
    11. Han, Jie & Wang, Desheng & Yang, Zhihao, 2023. "Acting like an interpersonal relationship: Cobrand anthropomorphism increases product evaluation and purchase intention," Journal of Business Research, Elsevier, vol. 167(C).
    12. Derya Demirdelen Alrawadieh, 2021. "Does Employability Anxiety Trigger Psychological Distress and Academic Major Dissatisfaction? A Study on Tour Guiding Students," Journal of Tourismology, Istanbul University, Faculty of Economics, vol. 7(1), pages 55-71, June.
    13. Jussi Tanskanen & Liisa Mäkelä & Riitta Viitala, 2019. "Linking Managerial Coaching and Leader–Member Exchange on Work Engagement and Performance," Journal of Happiness Studies, Springer, vol. 20(4), pages 1217-1240, April.
    14. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris, 2022. "Managing knowledge in Indian Organizations: An empirical investigation to examine the moderating role of jugaad," Journal of Business Research, Elsevier, vol. 141(C), pages 26-39.
    15. Wyatt A. Schrock & Douglas E. Hughes & Yanhui Zhao & Clay Voorhees & John R. Hollenbeck, 2021. "Self-oriented competitiveness in salespeople: sales management implications," Journal of the Academy of Marketing Science, Springer, vol. 49(6), pages 1201-1221, November.
    16. Cassandra France & Debra Grace & Joseph Lo Iacono & Joan Carlini, 0. "Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-15.
    17. Nesset, Erik & Bergem, Ola & Nervik, Bjørn & Schiøll Sørlie, Even & Helgesen, Øyvind, 2021. "Building chain loyalty in grocery retailing by means of loyalty programs – A study of ‘the Norwegian case’," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    18. Vishal K. Gupta & Gizem Atav & Dev K. Dutta, 2019. "Market orientation research: a qualitative synthesis and future research agenda," Review of Managerial Science, Springer, vol. 13(4), pages 649-670, August.
    19. Hauck, Jana & Suess-Reyes, Julia & Beck, Susanne & Prügl, Reinhard & Frank, Hermann, 2016. "Measuring socioemotional wealth in family-owned and -managed firms: A validation and short form of the FIBER Scale," Journal of Family Business Strategy, Elsevier, vol. 7(3), pages 133-148.
    20. Shabir Hussain Malik & Weizhong Fu & Samma Faiz Rasool & Gowhar Ahmad Wani & Shah Zaman & Najaf Ali Wani, 2023. "Investigating the Impact of Communication Factors and Stakeholders Engagement on Renewable Energy Projects in Pakistan," Sustainability, MDPI, vol. 15(14), pages 1-14, July.

    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:pal:jobman:v:25:y:2018:i:3:d:10.1057_s41262-018-0098-0. 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    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.