The purpose of this early stage work in progress paper is to analyse brand orientation of socio ecological banks and how value related concepts influence Living the Brand behaviour (LtB) of employees. It shortly describes socio ecological banks and delivers some insight into a fast growing branch of the finance industry that is not yet in focus of scholarly research. The final project aims at proposing and testing a model of LtB through multiple case study employing qualitative and quantitative research techniques. Preliminary results from exploratory expert interviews and a pilot survey suggest that employees of socio ecological banks are highly value driven and seem inspired by helping building a more responsible future. Although the hypothesised relationships between value related organisational concepts and LtB are supported by this preliminary research the impact of LtB on individual work performance tends to be low. For social enterprises that are driven by organisational values the final project has practical implications for internal marketing investments and human resources management. The originality of the project is in demonstrating how brand orientation, organisational identification, and value fit relate with LtB and cause individual performance, and that from the perspective of social enterprises such as socio ecological banks.
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- What influences living the brand and how does it impact? – An investigation into value based concepts from the perspective of social banking
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