Abstract

Understanding employee behaviours is a growing concern in all kinds of companies and across disciplines because such behaviours are critical determinants of organizational success. This article elaborates on the concept of behavioural branding, which refers to employee behaviours that convey brand consistent meaning during the interaction with customers. It reviews the literature from marketing, management and communication about behavioural branding and its antecedents, mediating variables and consequences. Based on this framework the article fills a knowledge gap by proposing a holistic model of the inside-out brand building process. This model offers a comprehensive view of the entire process and contributes to increase the awareness of researchers and managers about the complex interdependencies of people, constructs, and managerial levers involved. The article concludes with a reflection on the management implications for promoting employee brand consistent behaviours, and with avenues for future qualitative and quantitative research aimed to verify the model, its constructs and related measures.