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dc.contributor.authorYakimova, Raisa*
dc.contributor.authorMavonda, F.*
dc.contributor.authorFreeman, S.*
dc.contributor.authorStuart, H.*
dc.date.accessioned2017-08-29T09:30:06Z
dc.date.available2017-08-29T09:30:06Z
dc.date.issued2017
dc.identifier.citationYakimova R, Mavondo F, Freeman S and Stuart H (2017) Brand champion behaviour: Its role in corporate branding. Journal of Brand Management. 24(6): 575–591.en_US
dc.identifier.urihttp://hdl.handle.net/10454/13000
dc.descriptionyesen_US
dc.description.abstractBrand champions are responsible for encouraging employee commitment to the corporate brand strategy. They strongly believe in and identify with the brand concept—the company’s selected brand meaning, which underpins corporate brand strategy implementation. We conducted research to explore why and how brand champion behaviour operates within companies implementing a new corporate brand strategy. Against a backdrop of growing interest in brand champion behaviour in corporate branding research, we grounded our study in social identity theory and rhetorical theory from change management literature. Our findings show that articulating a compelling brand vision, taking responsibility, and getting the right people involved are the most widely used strategies by brand champions. We uncover how rhetorical strategies within brand champion behaviour generate employee commitment to a new corporate brand strategy. The dimension of brand champion behaviour that is effective depends on the type of brand evolution, involving shifts in the brand concept. We make suggestions for further studies underpinned by social identity theory and rhetorical theory to investigate brand champion behaviour processes within companies introducing a new corporate brand strategy.en_US
dc.language.isoenen_US
dc.relation.isreferencedbyhttps://doi.org/10.1057/s41262-017-0057-1en_US
dc.rights© 2017 Palgrave Macmillan. This is a post-peer-review, pre-copyedit version of an article published in Journal of Brand Management. The definitive publisher-authenticated version Yakimova R, Mavondo F, Freeman S and Stuart H (2017) Brand champion behaviour: Its role in corporate branding. Journal of Brand Management. 24(6): 575–591. at: https://doi.org/10.1057/s41262-017-0057-1en
dc.subjectCorporate branding; Brand champion behaviour; Corporate brand strategy implementation; Brand evolution; Social identity theory; Rhetorical theoryen_US
dc.titleBrand champion behaviour: Its role in corporate brandingen_US
dc.status.refereedyesen_US
dc.date.application2017-08-14
dc.typeArticleen_US
dc.type.versionAccepted manuscripten_US
refterms.dateFOA2018-08-14T00:00:00Z


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