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Purpose – The purpose of this paper is to develop a model of brand authenticity and analyze the antecedents and effects of the construct. Although there is no doubt about the relevance of authenticity in personal relationships, published research has yet not thoroughly explored the concept’s meaning in reference to brands. Design/methodology/approach – Based on socio-psychological attribution theories and grounding on the identity-based brand management approach, a causal model of brand authenticity is developed. The hypothesized relationships are analyzed using the partial-least-squares approach. The primary data are based on an online survey conducted in Germany (n = 600). The respondents were asked about fast-food and beer brands. Findings – The data show that brand authenticity positively impacts on brand trust. Furthermore, the key antecedents in the model (consistency, continuity and individuality of a brand) drive the perception of brand authenticity as hypothesized. Research limitations/implications – The model should be tested in further product categories and moderators should be integrated. Originality/value – The findings suggest that authenticity is perceived when a brand is consistent, continuous and individual in its behavior. Nevertheless, the empirical results indicate that the factor individuality has the lowest influence on perceived brand authenticity. This is an interesting finding, as being “unique” is commonly regarded as an important success factor in branding. Although the study’s findings confirm its relevancy, they relativize its importance: being consistent, meaning that a brand fulfills its brand promise at every brand-touch point, and being continuous, meaning that the brand promise reflects the essential core of the brand, are of major importance.

The topic of sustainability is becoming increasingly important in both business and academia. While extensive research exists on this topic in the general consumer segment, research in the luxury segment is still scarce. Furthermore, the academic landscape for the luxury segment paints a contradictory picture of the preferences of luxury consumers and their willingness to pay for sustainability. This study gives a detailed overview of the current state of research on luxury consumers’ attitudes towards sustainability. In interviews with affluent German respondents, we investigate the contradictions identified, while the exploratory nature of the interviews also generates thematic discoveries. The results show that sustainability is not a primary factor in the purchasing decisions of luxury consumers and that these consumers are not willing to pay a premium for the sustainability of luxury products. Despite the efforts of luxury brands to communicate sustainability, respondents showed no significant interest in these messages. The study shows a discrepancy between attitudes and behaviour, while consumers recognise the (socially induced) importance of sustainability, they are not willing to pay for it. By working with real luxury consumers, this research not only offers new insights and perspectives but also makes an important contribution to our general understanding of sustainable consumption in the luxury segment. The study is exploratory in nature and is based on 30 very affluent German individuals who were interviewed in-depth. This means that the results are not representative or generalisable but rather give an initial understanding that can be deepened later through further research.

PurposeTo further improve the branding strategies between single-brand-retailers and multi-brand-retailers, the paper investigates the influence of multiple manufacturer brand images on retailer brand image. It considers the moderating role of the number of offered manufacturer brands.Design/methodology/approachThe research is conducted in the automotive retail context. Based on an online survey (383 respondents), a Partial-Least Squares Modeling, estimated using SmartPLS 3 and a classic partial least squares structural equation modeling (PLS-SEM) algorithm, is used to validate the hypotheses.FindingsThe results reveal that manufacturer brands did not influence the retailer's brand image in all cases since it is only influenced by the manufacturer brand when the retailer offers only one manufacturer brand.Practical implicationsFor retailers offering only one manufacturer brand, the most extensive possible adoption of the corporate identity (CI) specifications prescribed by the manufacturer brands is the prerequisite for a positive image effect. Retailers offering more than one manufacturer brand should create their image based on the retailer's identity. In this context, it is essential to position the retailer brand independently in the market.Originality/valueThis is the first study focuses on retailers with a small or limited number of offered manufacturer brands to answer the question of whether the number of provided manufacturer brands moderates the impact of manufacturer brand images on the retailer's brand image.

Purpose This study aims to develop comprehensive definitions, conceptualizations and measures of four internal brand management (IBM) outcomes, namely, brand understanding, brand identification, brand commitment and brand citizenship behaviour (BCB). In doing so, it also aims to propose a model, which considers the relationships across these outcomes. Design/methodology/approach Data were collected via an online survey of 375 employees who work in service organizations, sourced from an Australian, Web-based market research list. Findings In addition to the indirect effect of brand understanding on BCB via affective IBM outcomes (i.e. brand identification and brand commitment), the study exposes a direct effect of brand understanding on BCB. Therefore, the study shows that BCB is affected by cognitive and affective antecedents. Research limitations/implications Because this study focuses on IBM outcomes, future studies could propose and test relevant antecedents and moderators. As the empirical basis of this study comes primarily from the tourism and hospitality industry in one domestic market, the study should be replicated in other industries and countries to ensure the generalizability of the identified relationships. Practical implications This study not only delivers IBM outcome measures but also empirically validates that employees’ understanding of the brand is a foundation for affective and behavioural IBM outcomes. Therefore, managers, especially in service organizations, should provide sufficient IBM practices to enable such brand understanding. Originality/value This study contributes to IBM literature by developing comprehensive definitions, conceptualizations and measures of four important IBM outcomes. This study is the first to include brand understanding, brand identification, brand commitment and BCB simultaneously.

PurposeThis paper aims to investigate word of mouth as a consequence and information, entertainment, social interaction and remuneration motivations as antecedents of consuming, contribution and creating behaviours as consumers’ online brand-related activities (COBRAs).Design/methodology/approachAs an empirical test of the proposed conceptual model, the quantitative research features an online survey of a sample of 359 German Facebook users.FindingsWord of mouth benefits from consuming behaviour but not contributing or creating behaviours. Therefore, brand-related outcomes can be realised solely through the consumption of brand-related content. Consuming behaviour is positively affected by social interaction and entertainment motivations.Research limitations/implicationsFurther research could investigate the conceptual model in other social networks, as well as validate the findings in other cultural settings. Potential moderators also should be considered in further research.Practical implicationsIn addition to tracking contributing and creating behaviours, brand managers should measure consuming behaviour. This paper provides new insights into how consumer motivations influence different COBRA types.Originality/valueThis study is the first to analyse the distinct effects of consuming, contributing and creating behaviours of SNS brand page followers on word of mouth as an offline brand-related consequence. It also represents the first study to investigate the unique effect of creating behaviour on an offline brand-related outcome. Furthermore, this study is the first to analyse the effects of all four types of motivations on any COBRA type quantitatively with an appropriate statistical analysis that allows distinguishing relevant from irrelevant motivations.

In this paper a holistic model for internal brand management is presented. It is based on the identity-based brand management approach according to which a brand- just like a person - needs to have a consistent and continuous identity in order to be trusted. Focusing on the role of employees in ensuring consistency of the brand identity, two new behavioural constructs are developed. The first construct - brand citizenship behaviour - outlines what it means for employees to 'live the brand'. The second construct - brand commitment - explains the psychological processes that lead employees to show brand citizenship behaviour. Three key levers for generating brand commitment (brand-centred human resources management, brand communication and brand leadership) and four context factors (culture fit, structure fit, employee know-how and disposable resources) are illustrated as building blocks of internal brand management. The theoretical insights are complemented by many real-life examples extracted from in-depth interviews with brand managers and experts. [PUBLICATION ABSTRACT]

Purpose This study aims to investigate the brand-oriented leadership of a city’s mayor and city online brand communication as brand management-related antecedents of residents’ city brand commitment. It thus examines if city brand managers can apply internal branding concepts from the corporate branding domain in a city branding context. Design/methodology/approach The relationships between the brand management-related antecedents and the internal city branding (ICB) objective are tested through structural equation modeling using cross-sectional survey data of 414 residents of a German city. Findings Both the brand-oriented leadership of the mayor in terms of acting as a role model by living the city brand and its identity and by showing commitment to the brand and the city’s online brand communication in terms of its quality have positive effects on residents’ city brand commitment. Moderation analyses reveal no significant differences between the path estimates for age, place of birth, duration of residency and education. However, the results differ significantly for gender. Research limitations/implications As this study’s sample is limited to only one city in Germany, further research needs to investigate the relationships in different cities and other countries to ensure the generalizability of the results. Future studies might also include other aspects of city brand communication, as well as cognitive and behavioural ICB objectives. Practical implications To increase residents’ city brand commitment, city brand managers should ensure that a city’s online brand communication is adequate, complete, credible, useful and clear. Furthermore, through creating awareness for the importance of a mayor’s brand-oriented leadership and through educating and training the mayor to engage in this specific form of brand-oriented transformational leadership, city brand managers can increase residents’ emotional attachment with the city brand. Originality/value This study integrates internal branding research from the corporate branding domain with place and city branding research. It confirms that certain aspects of internal branding (i.e. brand-oriented leadership, brand communication and brand commitment) are applicable not only in the corporate branding domain but also in other branding contexts such as city branding if adapted properly.

Purpose This paper aims to study the impact of consumers’ corporate social responsibility (CSR) associations on corporate financial performance and the moderating role of market competition. Design/methodology/approach The panel data set is analyzed using a random effects regression model. The analyzed data is based on the unique RepZ Responsibility scores published by the global research agency Kantar Millward Brown and contains information about consumer CSR associations. Findings This study reveals CSR associations' positive, lagged, direct impact on firms’ market value. Market competition moderates this relationship in the way that a company’s market value benefits more from consumers' CSR associations when facing high rather than low market competition. Practical implications Consumers' CSR perceptions increase the market value of a company. This effect is intensified when brands are exposed to intense competition, which allows conclusions about CSR as a differentiation strategy to be drawn: To stand out in a competitive market, brands should prioritize improving their CSR associations among consumers to differentiate themselves and increase their market value. Originality/value To the best of the authors’ knowledge, this study is the first to test the effect of consumers’ CSR associations on forward-looking financial performance measures. Moreover, by analyzing the moderating effect of market competition on the relationship between CSR associations and firms' market value, this study provides information about the differentiating power of CSR from a brand perspective using a panel-data analysis.

This special issue of the Journal of Brand Management has been developed in consideration of the existing gap between the relevance of and research attention to internal brand management (IBM). Despite its relevance, research dealing with brand management in the context of internal stakeholders is still limited. Therefore, we identify five directions for future research after an introduction to the topic. Future research should (1) validate the relevance of IBM, (2) increase the generalizability of IBM research findings, (3) deepen and (4) broaden the IBM framework, and (5) extend methodologies in IBM research. This special issue addresses some of the identified areas for future research by including five articles covering a variety of IBM topics. It is our hope this special issue advances IBM research and encourages researchers to start and continue engaging in research in this important area.