Providing a Model for Internal Branding Based on the Meta-synthesis Approach

Document Type : Research Paper

Authors

1 Assistant Prof., Department of Management, Faculty of Management, Hazrat-e Masoumeh University, Qom, Iran.

2 MSc. Student, Department of Business Management, Faculty of Management, Qom University, Qom, Iran.

Abstract

Objective
The significance of internal branding in achieving effective and successful organizational branding cannot be overstated, yet research in this area is limited. This study aims to address this gap by utilizing a meta-synthesis approach to systematically analyze and categorize internal branding tactics, techniques, and strategies, resulting in a model that can be practically applied within organizations.
 
Methodology
The current research is conducted on the meta-synthesis approach. It is a qualitative approach to present a synthesis of research findings to create a conceptual framework and summarize concepts for easier access for use in future empirical research. According to the purpose of the research, first, 356 selected articles among which 68 valid articles were examined. The population study included all articles published in Latin and Persian magazines in reliable scientific databases, from 2010 to 2022.
 
Findings
Using the content analysis method on 68 selected articles, in total two main categories including “strategies and solutions” and “tools” were extracted. The study could identify 12 concepts including strategies for institutionalizing ideologies in the organization, strategies for institutionalizing values ​​of the organization, interaction strategies with external stakeholders, employee matching strategies with the brand, leadership strategies, brand-oriented strategies at the macro level, etc. Also, 63 codes were discovered and labeled in this research.
 
 
Conclusion
The findings of this study are crucial for organizations looking to implement effective internal branding strategies. By categorizing strategies and tools into two perspectives (internal and external) and determining the level of organizational change required for their implementation, the study provides a practical framework for organizations to follow. Furthermore, the proposed four-part format for implementing these strategies and tools ensures that organizations can implement changes in a structured and organized manner. The study also highlights the importance of aligning employee strategies with brand and leadership strategies, which can have a significant impact on the success of internal branding initiatives.  The fact that the proposed model has been validated by experts and university professors further strengthens its credibility and usefulness for organizations. Overall, this research model offers a comprehensive view of internal branding strategies, tools, and solutions, which can provide organizations with a competitive advantage in the marketplace. Organizations can benefit from this research by improving their understanding and depth of knowledge in the field of internal branding and ultimately improving their overall performance.

Keywords

Main Subjects

References

 
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Journal of Business Management
Volume 15, Issue 2
2023
Pages 273-304

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