This study examines the effect of internal and external communication on commitment and brand beh... more This study examines the effect of internal and external communication on commitment and brand behavior of employees. The authors propose that distance to headquarter moderates the impact of internal and external communications, so that the positive relationship for internal (external) communication is stronger for employees in roles that are more (less) proximal to the headquarter. Results from an empirical study of 1,291 employees from 6 subsidiaries of a large industrial organization support this notion. The findings of this study suggest that external communication is important to increase employees' commitment and their willingness to behave on brand.
Die vorangegangenen Kapitel haben einen umfassenden Einblick in unsere Mobilitatssysteme gegeben.... more Die vorangegangenen Kapitel haben einen umfassenden Einblick in unsere Mobilitatssysteme gegeben. Wahrend der Homo Mobilicus ein theoretisches Konstrukt der effizienten Mobilitat bleiben wird, spiegeln die aktuellen Statistiken in Kap. 3 unser tatsachliches Mobilitatsverhalten wider. Aber wie denken nun die Nutzer unserer Mobilitatssysteme tatsachlich uber die verschiedenen Instrumente der Mobilitat? Welche Praferenzen haben die Menschen und warum? Und welche Erwartungen haben sie an die Zukunft der Mobilitat?
Carsharing user numbers and the set of related service offerings are growing globally. Offerings ... more Carsharing user numbers and the set of related service offerings are growing globally. Offerings can be categorized into business-to-consumer (B2C) and peer-to-peer (P2P) services. The latter allows consumers to rent and lend privately owned vehicles via online marketplaces. Consumer behavior research on carsharing is predominantly focused on users’ consumption in B2C contexts. However, such research may not be directly applicable to P2P carsharing. Transactions are made with strangers, involving asymmetric information and economic risks, raising the relevance of psychological factors such as trust. In P2P accommodation, trust is a barrier and central differentiator toward B2C services, from a participant’s perspective (Ert et al. 2016; Tussyadiah and Pesonen 2016). In B2C carsharing, renters benefit from a repeated interaction with a single service provider, which follows a predefined set of processes, and the rented cars are largely of the same quality and overall condition. In P2...
Executive Summary In den letzten Jahren hat die interne Markenführung eine zunehmende Beachtung i... more Executive Summary In den letzten Jahren hat die interne Markenführung eine zunehmende Beachtung in der betriebswirtschaftlichen Forschung und Praxis erfahren. Die interne Markenführung strebt nach einer Identifikation der Mitarbeiter mit der Marke und der ...
Journal of Product & Brand Management, Aug 28, 2007
Purpose-This study aims to show that brand success can be improved if the brand promise that is c... more Purpose-This study aims to show that brand success can be improved if the brand promise that is communicated through mass media campaigns is lived up to by each employee of a company. The paper terms such brand consistent employee behaviour behavioural branding and identifies managerial instruments for its implementation and management. Design/methodology/approach-The model in the paper explains the brand's contribution to company success by brand consistent employee behaviour, functional employee performance and brand congruent mass media communication. Brand consistent employee behaviour and functional employee performance in turn are modelled as determined by formal and informal management techniques as well as employee empowerment. The model is tested on a sample of 167 senior managers using partial least squares and finds empirical support. Furthermore, practical implications are provided based on additional top management focus groups. Findings-The paper finds that behavioural branding determines the brand's contribution to company success. Further, the results show that informal management and employee empowerment have a far stronger impact on the brand consistency of employee behaviour than formal management instruments. Practical implications-Managers should spend more time explaining and discussing targets of behavioural branding, and they should create an organisational environment that enables employees to find their own individual ways of articulating a brand to customers. Originality/value-The framework in the paper integrates personal and non-personal facets of interaction for a holistic explanation of brand performance. It provides a broader understanding of factors affecting the accruement of a customer's brand experience and enables researchers and practitioners to develop more consistent and promising brand management activities.
Transportation Research Part C: Emerging Technologies, 2019
Autonomous driving is a cornerstone of the automotive industry's strategy to meet future mobility... more Autonomous driving is a cornerstone of the automotive industry's strategy to meet future mobility needs of consumers. Despite being essential for successful adoption, consumers' motives regarding fully autonomous vehicles remain unclear. By collecting data from 25 in-depth laddering interviews in Germany and applying means-end chain analysis, we qualitatively explore the overarching motivational structures underlying consumers' perception of autonomous driving with Level 5 automation. The results show three overarching motives: self-fulfillment, security and responsibility. Self-fulfillment relates to the meaningful utilization of disposable driving time for enhancing career success, nurturing social connections, and enhancing one's quality of life. Security includes the desire for improvements in personal integrity and the fear of insufficient safety while driving fully autonomously. Responsibility expresses the longing to behave in a responsible manner and the fear of accountability for the actions of autonomous vehicles. Contrary to previous findings, the loss of driving pleasure, environmental, and ethical concerns have only secondary relevance. Considering these motivational patterns, we draw implications for managers and policy makers to facilitate market penetration and support a successful adoption of autonomous driving vehicles.
This study examines the effect of internal and external communication on commitment and brand beh... more This study examines the effect of internal and external communication on commitment and brand behavior of employees. The authors propose that distance to headquarter moderates the impact of internal and external communications, so that the positive relationship for internal (external) communication is stronger for employees in roles that are more (less) proximal to the headquarter. Results from an empirical study of 1,291 employees from 6 subsidiaries of a large industrial organization support this notion. The findings of this study suggest that external communication is important to increase employees' commitment and their willingness to behave on brand.
Die vorangegangenen Kapitel haben einen umfassenden Einblick in unsere Mobilitatssysteme gegeben.... more Die vorangegangenen Kapitel haben einen umfassenden Einblick in unsere Mobilitatssysteme gegeben. Wahrend der Homo Mobilicus ein theoretisches Konstrukt der effizienten Mobilitat bleiben wird, spiegeln die aktuellen Statistiken in Kap. 3 unser tatsachliches Mobilitatsverhalten wider. Aber wie denken nun die Nutzer unserer Mobilitatssysteme tatsachlich uber die verschiedenen Instrumente der Mobilitat? Welche Praferenzen haben die Menschen und warum? Und welche Erwartungen haben sie an die Zukunft der Mobilitat?
Carsharing user numbers and the set of related service offerings are growing globally. Offerings ... more Carsharing user numbers and the set of related service offerings are growing globally. Offerings can be categorized into business-to-consumer (B2C) and peer-to-peer (P2P) services. The latter allows consumers to rent and lend privately owned vehicles via online marketplaces. Consumer behavior research on carsharing is predominantly focused on users’ consumption in B2C contexts. However, such research may not be directly applicable to P2P carsharing. Transactions are made with strangers, involving asymmetric information and economic risks, raising the relevance of psychological factors such as trust. In P2P accommodation, trust is a barrier and central differentiator toward B2C services, from a participant’s perspective (Ert et al. 2016; Tussyadiah and Pesonen 2016). In B2C carsharing, renters benefit from a repeated interaction with a single service provider, which follows a predefined set of processes, and the rented cars are largely of the same quality and overall condition. In P2...
Executive Summary In den letzten Jahren hat die interne Markenführung eine zunehmende Beachtung i... more Executive Summary In den letzten Jahren hat die interne Markenführung eine zunehmende Beachtung in der betriebswirtschaftlichen Forschung und Praxis erfahren. Die interne Markenführung strebt nach einer Identifikation der Mitarbeiter mit der Marke und der ...
Journal of Product & Brand Management, Aug 28, 2007
Purpose-This study aims to show that brand success can be improved if the brand promise that is c... more Purpose-This study aims to show that brand success can be improved if the brand promise that is communicated through mass media campaigns is lived up to by each employee of a company. The paper terms such brand consistent employee behaviour behavioural branding and identifies managerial instruments for its implementation and management. Design/methodology/approach-The model in the paper explains the brand's contribution to company success by brand consistent employee behaviour, functional employee performance and brand congruent mass media communication. Brand consistent employee behaviour and functional employee performance in turn are modelled as determined by formal and informal management techniques as well as employee empowerment. The model is tested on a sample of 167 senior managers using partial least squares and finds empirical support. Furthermore, practical implications are provided based on additional top management focus groups. Findings-The paper finds that behavioural branding determines the brand's contribution to company success. Further, the results show that informal management and employee empowerment have a far stronger impact on the brand consistency of employee behaviour than formal management instruments. Practical implications-Managers should spend more time explaining and discussing targets of behavioural branding, and they should create an organisational environment that enables employees to find their own individual ways of articulating a brand to customers. Originality/value-The framework in the paper integrates personal and non-personal facets of interaction for a holistic explanation of brand performance. It provides a broader understanding of factors affecting the accruement of a customer's brand experience and enables researchers and practitioners to develop more consistent and promising brand management activities.
Transportation Research Part C: Emerging Technologies, 2019
Autonomous driving is a cornerstone of the automotive industry's strategy to meet future mobility... more Autonomous driving is a cornerstone of the automotive industry's strategy to meet future mobility needs of consumers. Despite being essential for successful adoption, consumers' motives regarding fully autonomous vehicles remain unclear. By collecting data from 25 in-depth laddering interviews in Germany and applying means-end chain analysis, we qualitatively explore the overarching motivational structures underlying consumers' perception of autonomous driving with Level 5 automation. The results show three overarching motives: self-fulfillment, security and responsibility. Self-fulfillment relates to the meaningful utilization of disposable driving time for enhancing career success, nurturing social connections, and enhancing one's quality of life. Security includes the desire for improvements in personal integrity and the fear of insufficient safety while driving fully autonomously. Responsibility expresses the longing to behave in a responsible manner and the fear of accountability for the actions of autonomous vehicles. Contrary to previous findings, the loss of driving pleasure, environmental, and ethical concerns have only secondary relevance. Considering these motivational patterns, we draw implications for managers and policy makers to facilitate market penetration and support a successful adoption of autonomous driving vehicles.
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Papers by Sven Henkel