Values in Internal Marketing ― Living the Brand in Sustainable Banking

In banking, which circumstances instigate brand-value-aligned employee behavior and how does such behavior impact on success? Based on the creation of sustainable competitive advantages, this book investigates 'living the brand.' It reveals that 'brand orientation' and 'value fit' influence such behavior. The inner structure of 'living the brand' is defined through a time-, compliance-, and promotion component. This new model has been positively validated quantitatively and qualitatively through replication case studies with socio-ecological financial services providers. The book delivers operational recommendations for internal branding and discusses higher-level corporate strategies, as well as questions related to identification with the brand. Extended chapters describe the phenomenon of social banking, compare it with conventional banking, and explain the research methods. The book offers findings for adding value to the corporate brand, and it will be useful for managers, marketing, human resources, students, and scholars of economics, as well as for all interested in sustainable banking. (Series: Competition and Regulation of Markets and Companies / Wettbewerb und Regulierung von Märkten und Unternehmen - Vol. 22)