Framing organisational knowledge through the brand

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Lelis, Catarina ORCID: https://orcid.org/0000-0003-4402-8876 (2018) Framing organisational knowledge through the brand. In: Handbook of Research on Knowledge Management for Contemporary Business Environments. IGI Global. ISBN 9781522537250

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Abstract

A brand is one of the most exciting assets of a company. It has the obvious purposes of identification, recognition and differentiation, which are mostly directed to the external environment. But it is also responsible for transmitting intangible value and, for that reason, in the last decades, research has been demonstrating that the brand is also a fundamental resource for building commitment and citizenship behaviours among organisational internal audiences. There is also academic evidence that highly committed members of staff are more open to take part of collaborative multidisciplinary activities and more predisposed to share their knowledge. Moreover, commitment tends to increase as a result of brand-related participatory experiences. This chapter suggests that participatory and technology-mediated internal branding activities build on brand knowledge conversion and transfer, hence preparing, holistically, the organisation and its members of staff for a generic sense on the benefits of knowledge sharing.

Item Type:	Book Section
Keywords:	Brand, Brand Promise, Brand Knowledge, Internal Branding, Knowledge Sharing, Tacit Knowledge, Explicit Knowledge, Participatory Ecologies, Computer-Mediated Communication, Commitment, Motivation, Brand Education, Design Activities, Tangible Brand Artefacts
Subjects:	Media > Branding Business and finance > Business and management > Business operations Business and finance > Business and management > Culture and leadership Graphic arts > Graphic design Business and finance > Small business > Innovation Media > New media and new media theory Business and finance > Business and management > Strategy Social sciences > Communication and culture
Depositing User:	Catarina Lelis
Date Deposited:	29 Nov 2017 12:04
Last Modified:	28 Aug 2021 07:09
URI:	https://repository.uwl.ac.uk/id/eprint/4159

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