The influence of culture and market orientation on services brands

insights from Irish banking and retail firms

Elaine Wallace, Leslie de Chernatony

Research output: Contribution to journalArticle

Abstract

Purpose: This paper aims to examine the influence of the culture of the service firm on its interpretation of the role of the brand and on the development and implementation of its brand values. Design/methodology/approach: A grounded theory approach was used. Interviews were conducted with 20 managers within two leading banking firms in Ireland and two leading grocery retailers in Ireland. Findings: The development of the brand, and its role within the firm, is closely related to the firm's culture. The research shows obstacles and opportunities created by the cultural context of firms wishing to disseminate and embed a set of brand values. The paper presents an "involvement model" of brand values implementation and outlines changes required to implement brand values. Research limitations/implications: The study was bound by access to firms, and managers' availability. The authors sought an insight into the relationship between each firm's culture and its brands. They advocate quantitative research to further investigate the findings within these service sectors and to test proposed antecedents (transformational leadership, employee involvement) and outcomes (employee-based brand equity and consumer-based brand equity) of values adoption. Practical implications: The paper identifies aspects of retail and banking cultures which support or detract from brand development. In particular, it presents the learnings from successful brand values implementation in a clan culture, aspects of which are applicable across other cultures. Originality/value: The paper provides valuable insights into the role of the brand within the service firm and the positive and negative influence of context on brand values and their development and implementation.

Original languageEnglish
Pages (from-to)475-488
Number of pages14
JournalJournal of Services Marketing
Volume25
Issue number7
DOIs
Publication statusPublished - 1 Oct 2011

Fingerprint

Retail
Banking
Brand value
Market orientation
Service brand
Service firms
Managers
Brand equity
Ireland
Service sector
Retailers
Cultural context
Employee involvement
Grounded theory
Grocery
Design methodology
Transformational leadership
Employees
Quantitative research

Keywords

  • brand awareness
  • brands
  • culture
  • employees
  • Ireland
  • organizational culture
  • services
  • values

Cite this

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abstract = "Purpose: This paper aims to examine the influence of the culture of the service firm on its interpretation of the role of the brand and on the development and implementation of its brand values. Design/methodology/approach: A grounded theory approach was used. Interviews were conducted with 20 managers within two leading banking firms in Ireland and two leading grocery retailers in Ireland. Findings: The development of the brand, and its role within the firm, is closely related to the firm's culture. The research shows obstacles and opportunities created by the cultural context of firms wishing to disseminate and embed a set of brand values. The paper presents an {"}involvement model{"} of brand values implementation and outlines changes required to implement brand values. Research limitations/implications: The study was bound by access to firms, and managers' availability. The authors sought an insight into the relationship between each firm's culture and its brands. They advocate quantitative research to further investigate the findings within these service sectors and to test proposed antecedents (transformational leadership, employee involvement) and outcomes (employee-based brand equity and consumer-based brand equity) of values adoption. Practical implications: The paper identifies aspects of retail and banking cultures which support or detract from brand development. In particular, it presents the learnings from successful brand values implementation in a clan culture, aspects of which are applicable across other cultures. Originality/value: The paper provides valuable insights into the role of the brand within the service firm and the positive and negative influence of context on brand values and their development and implementation.",
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The influence of culture and market orientation on services brands : insights from Irish banking and retail firms. / Wallace, Elaine; de Chernatony, Leslie.

In: Journal of Services Marketing, Vol. 25, No. 7, 01.10.2011, p. 475-488.

Research output: Contribution to journalArticle

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