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Behavioral Branding as a Customer-Centric Strategy
Abstract
Behavioral branding is an integral part of contemporary business strategy. It aims to align external brand promise with employees’ brand building. Two-way branding strategy reinforces the brand and increases customer satisfaction because people are the ones who convey the message regardless of their hierarchical level or job description. The purpose of this chapter is to provide conceptual discussion on the major issues of behavioral branding, to summarize the existing models so far developed in various conceptual and empirical studies, and to present the two-way branding strategy construct. It reviews the critical success factors of behavioral branding, and based on the arguments from the existing body of knowledge, presents strategy, internal communication, leadership, and the organizational culture as the most important and effective ones. Finally, the influence of behavioral branding strategy on the marketing and financial performance of the company is discussed.
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