switzerland

pangea labs GmbH

Weissbadstr. 1

CH 9050 - Appenzell

 

Phone: +41 445004660

Fax: +41 445004661

info@pangealabs.com

 

germany

pangea labs GmbH

Uhlandstr. 175

D 10719 - Berlin

 

Phone: +49 30 609856640

Fax: +49 30 609856641

info@pangealabs.com

Slide background

Integrated agency for consulting and research in the fields of decision support and online research.

brand behaviour

Brand Behaviour

problem

Brand behaviour

of employees

 

Companies define corporate design and the behaviour of the vrand in different contexts. But are the employees really living the brand as defined? How can an employer make sure that the brand is living inside the people?

solution

Measuring Brand

Citizenship Behaviour

 

Solution: Brand Citizenship Behaviour (BCB) is a measurement construct based on several scientific research projects
Approach: Interviewing employees of different branches with the BCB approach
Methods: Scales of BCB, Analytic Hierarchy Process

field report

Company: Swiss IT company in the field of online development
Number of participants: All employees in 3 branches in Switzerland
Time frame: 2 weeks
Language: German

result

Different clusters of brand

conformity inside the company

 

Surprising Result: The surprising results clearly showed that the company incorporated different clusters of brand behaviour. The best explaining factor for deviant brand behaviour could be found in the duration of employement. Employees having experienced different brand management approaches overtime were less likely to take over the younger ideas in branding. Newbees performed very conform to the company’s branding ideas.

other studies

lupe
Automotive

Automotive

Automotive Supply

Automotive Supply

Aviation / Transportation

Aviation / Transportation

B2B Research

B2B Research

Brand Behaviour

Brand Behaviour

Condoms

Condoms

Electrical Engineering

Electrical Engineering

Food

Food

Household Appliances

Household Appliances

Internet Business

Internet Business

Mobile and Pad Questionnaires

Mobile and Pad Questionnaires

Pharmaceuticals

Pharmaceuticals

Retailing

Retailing

Sales

Sales

Sports Equipment

Sports Equipment

Trade Shows / Exhibitions

Trade Shows / Exhibitions