Internal Brand Alignment How Organizational Coherence Produces Brand Credibility 1080p 1

Описание: Organizational brand credibility has declined even as external marketing investment has increased. This paper argues that the Service Marketing Triangle and Branding Triangle frameworks identify an underdeveloped mechanism: how internal marketing practices translate into brand credibility. Drawing on Service-Dominant Logic, H2H Marketing theory, and cross-industry practitioner research, we develop the Internal Brand Alignment Model (IBAM), a framework specifying four interdependent mechanisms through which internal organizational practices produce external brand credibility: Brand Commitment Formation, Psychological Safety Enablement, Leadership Authenticity Signaling, and Collaborator Ecosystem Coherence. We develop four formal propositions and argue that, in high-transparency environments, brand credibility is fundamentally rooted not in communications strategy but in the daily human experience of organizational members.