Building brands through internal stakeholder engagement and co-creation
نویسندگان
چکیده
Purpose The purpose of this paper is to better understand the voice internal stakeholder in a way that emphasizes as an active force and decision maker brand co-creation, part new emerging paradigm branding. main aim role volunteers branding co-creation value. A subsidiary why some engage deeply seriously nonprofit organization while other seem less connected? Design/methodology/approach conceptual framework incorporates several motivators volunteer-led co-creation. quantitative, co-variance-based structural equation modelling approach used on survey data sample 357 from 14 organizations Australian sector. Findings research findings contribute newly literature focusing stakeholders. drivers volunteer are engagement, commitment, altruism, values-congruency reputation. Different explanatory mechanisms/motivators apply each type In major initiative, demonstrates linkages across different types with foundation/pivotal for one particular namely, enhanced client-based solutions. Research limitations/implications restricted public sector further needed test applicability private Future studies could continue initiative current study explore types. Practical implications Implications depend which targeted. Enhancing solutions requires very strong engaged volunteers. Innovation both propensity co-create by enhancing Brand advocacy driven altruism innovation. Social non-profit context ensures social implications. Originality/value operationalizes Saleem Iglesias (2016) demonstrating brands built organically interacting engaging stakeholders (volunteers instance), which, turn, inter alia, motivates such
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ژورنال
عنوان ژورنال: Journal of Product & Brand Management
سال: 2021
ISSN: ['2054-1643', '1061-0421']
DOI: https://doi.org/10.1108/jpbm-03-2020-2784