Brand champion behaviour: Its role in corporate branding

Journal article


Yakimova, Raisa, Mavondo, Felix, Freeman, Susan and Stuart, Helen. (2017) Brand champion behaviour: Its role in corporate branding. Journal of Brand Management. 24(6), pp. 575 - 591. https://doi.org/10.1057/s41262-017-0057-1
AuthorsYakimova, Raisa, Mavondo, Felix, Freeman, Susan and Stuart, Helen
Abstract

Brand 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.

Keywordscorporate branding; brand champion behaviour; corporate brand strategy implementation; brand evolution; social identity theory; rhetorical theory
Year2017
JournalJournal of Brand Management
Journal citation24 (6), pp. 575 - 591
PublisherPalgrave MacMillan
ISSN1479-1803
Digital Object Identifier (DOI)https://doi.org/10.1057/s41262-017-0057-1
Scopus EID2-s2.0-85028541892
Page range575 - 591
Research GroupPeter Faber Business School
Place of publicationUnited Kingdom
Permalink -

https://acuresearchbank.acu.edu.au/item/86w31/brand-champion-behaviour-its-role-in-corporate-branding

Restricted files

Publisher's version

  • 1
    total views
  • 0
    total downloads
  • 0
    views this month
  • 0
    downloads this month
These values are for the period from 19th October 2020, when this repository was created.

Export as

Related outputs

Managing a Corporate Brand in a Challenging Stakeholder Environment: Charity Branding
Stuart, Helen Joyce. (2016) Managing a Corporate Brand in a Challenging Stakeholder Environment: Charity Branding. International Studies of Management and Organization. https://doi.org/10.1080/00208825.2016.1140519
Living the corporate rebrand: The employee perspective
Stuart, Helen. (2012) Living the corporate rebrand: The employee perspective. Corporate Reputation Review. 15(3), pp. 158 - 168.
An identity-based approach to the sustainable corporate brand
Stuart, Helen Joyce. (2011) An identity-based approach to the sustainable corporate brand. Corporate Communications: An International Journal. 16(2), pp. 139 - 149. https://doi.org/10.1108/13563281111141660
Planned social change and cigarette taxes :is this the correct strategy?
Stuart, Helen Joyce. (2010) Planned social change and cigarette taxes :is this the correct strategy? ANZAM 2010. Australia:
Aligning Identity and Strategy: Corporate Branding at British Airways in the late 20th Century
Balmer, John M. T., Stuart, Helen Joyce and Greyser, Stephen. (2009) Aligning Identity and Strategy: Corporate Branding at British Airways in the late 20th Century. California Management Review. 51(3), pp. 6 - 23. https://doi.org/10.2307/41166491
Marketing to children: The premium effect
Stuart, Helen Joyce and Kerr, Gayle. (2009) Marketing to children: The premium effect. In Dr Dewi Tojib (Ed.). Melbourne, Australia: Australian and New Zealand Marketing Academy. pp. 1 - 7
Socially Unacceptable Products and Corporate Social Responsibility :A Question of Legitimacy?
Stuart, Helen Joyce. (2008) Socially Unacceptable Products and Corporate Social Responsibility :A Question of Legitimacy? In D Spanjaard, S. Denize and N. Sharma (Ed.). Sydney, Australia: Promaco Conventions Pty Ltd. pp. 1 - 7
Corporate Identity and Corporate Brand Alignment :The Strategic Positioning of British Airways in the 20th Century
Balmer, John M. T., Stuart, Helen Joyce and Gryser, Stephen A.. (2008) Corporate Identity and Corporate Brand Alignment :The Strategic Positioning of British Airways in the 20th Century. In D. Spanjaard, S. Denize and N. Sharma (Ed.). Sydney, Australia: Australian and New Zealand Marketing Academy. pp. 1 - 7
Are companies that produce socially unacceptable products socially responsible?
Stuart, Helen Joyce. (2007) Are companies that produce socially unacceptable products socially responsible? In Ross Chapman (Ed.). Sydney, Australia: Australian and New Zealand Marketing Academy. pp. 1 - 14
Corporate Social Responsibility :How to Act and What to Communicate
Stuart, Helen Joyce. (2006) Corporate Social Responsibility :How to Act and What to Communicate. In Professor C Patti and Dr J Drennan (Ed.). Brisbane, Australia: ANZMAC 2006. pp. 1 - 7
Booming Singles: The Older Single Baby Boomer Market
Stuart, Helen. (2005) Booming Singles: The Older Single Baby Boomer Market. Australia and New Zealand Marketing Academy (ANZMAC) Annual Conference. Fremantle, Australia: ANZMAC 2005. pp. 325 - 330
Corporate Makeovers: Can a Hyena be Rebranded?
Stuart, Helen and Muzellec, Laurent. (2004) Corporate Makeovers: Can a Hyena be Rebranded? Journal of Brand Management. 11(6), pp. 472 - 482.
Corporate makeovers: Can a hyena be rebranded?
Stuart, Helen and Muzellec, Laurent. (2004) Corporate makeovers: Can a hyena be rebranded? Journal of Brand Management. 11(6), pp. 472 - 482.
Corporate branding in marketspace
Stuart, Helen and Jones, Colin. (2004) Corporate branding in marketspace. Corporate Reputation Review: an international journal. 7(1), pp. 84 - 93.
Risky Business :Communicating Corporate Social Responsibility
Stuart, Helen Joyce. (2004) Risky Business :Communicating Corporate Social Responsibility. In Professor James Wiley (Ed.). Wellington, New Zealand: ANZMAC 2004. pp. 1 - 6
The Changing Identities of British Airways
Stuart, Helen Joyce and Balmer, John. (2004) The Changing Identities of British Airways. In Professor James Wiley (Ed.). Wellington, New Zealand: ANZMAC 2004. pp. 1 - 6
Corporate Branding in Marketspace
Stuart, Helen and Jones, Colin. (2004) Corporate Branding in Marketspace. Corporate Reputation Review: an international journal. 7(1), pp. 84 - 93.
Deliberately Constructing Nature in a Contested World
Hanson, Dallas and Stuart, Helen Joyce. (2003) Deliberately Constructing Nature in a Contested World. In Dr Rachael Kennedy (Ed.). Celebration of Ehrenberg and Bass: Marketing Discoveries; Knowledge and Contribution Proceedings. Adelaide, Australia: ANZMAC 2003. pp. 1928 - 1934
The effect of organisational structure on corporate identity management
Stuart, Helen Joyce. (2003) The effect of organisational structure on corporate identity management. In In J. Balmer and S. Greyser (Ed.). Revealing the Corporation: Perspectives on identity, image, reputation, corporate branding and corporate-level marketing pp. 106 - 123 Routledge.
Corporate Rebranding: Issues and Implications
Stuart, Helen Joyce. (2003) Corporate Rebranding: Issues and Implications. In Dr Rachael Kennedy (Ed.). Celebration of Ehrenberg and Bass: Marketing Discoveries; Knowledge and Contribution Proceedings. Adelaide, Australia: ANZMAC 2003. pp. 172 - 178